Welcome Patrons.

While walking this week, I wondered if you’ve heard the same advice I got when I was getting started online: pick a platform and post consistently.

• X (Twitter)
• Instagram
• LinkedIn
• YouTube

No matter who I spoke to or listened to, the advice never changed: pick your corner of the internet, show up daily, and success will follow. So I did what any rule-follower, people-pleaser does: I obeyed.

I chose a platform, LinkedIn, studied what worked (maybe too much), and created content that looked and sounded “just like it was supposed to.”

I learned the swipe-right carousel formulas, the bro-prose style (which I discussed in LinkedIn Made Simple), etc. I followed all the platform-specific “rules.”

And for a while, it worked. I gained followers. Grew my audience and then what seemed like all at once, it stopped working and became a trap. Pull up a bar stool, and I’ll explain why.

 

The Complexity Cartel’s Favorite Lie

The idea that you must create content for a specific platform is one of the most effective lies the Complexity Cartel ever sold. And it’s one that I bought, hook, line, and content calendar.

You see, when you start with a platform, you automatically inherit that platform’s constraints:

• X wants spicy opinions in 280 characters.
• LinkedIn wants professional polish.
• YouTube wants longer watch time.
• Instagram wants visual beauty.

But here’s the catch: none of these platforms actually care about you. They care about what keeps people on their platform. Ever been frustrated with the ever-changing LinkedIn algorithm?

Trying to chase it (the algorithm) is a fool’s errand, and you become a content hamster, spinning in a wheel of expectations you didn’t set and changes you can’t keep up with. But you try…

You optimize for metrics instead of meaning. You shape your message to fit a platform’s narrative rather than your goals, voice, or strengths.

And that’s what happened to me. I was showing up. But I was stuck. Tired. Inconsistent. And creatively flat.

 

Think in Formats, Not Platforms

I was reading a book one day when I thought, what if I stopped asking: “What should I post on LinkedIn today?” And instead asked:

“What format do I like best?”

As I put the book down and considered this question deeper, a lightbulb went off.

A platform is simply a place.

But a format is a tool.

And tools, unlike platforms, travel well. Content creation gets easier, clearer, and more consistent when you start thinking in formats.

Instead of trying to BE everywhere (a favorite phrase of the Complexity Cartel), you create content that can GO everywhere.

 

The 3 Core Content Formats

Ironically, I wrote about formats in my first book, CareerKred, in 2017. I put them in my content pyramid and highlighted five formats, but out of the five, only three are core content formats:

1. Written
2. Visual
3. Video

That’s it.

Every post, podcast, carousel, newsletter, and every single thing you consume online is just a remix of one of those three.

And each of these formats can be approached in a way that is tailored to your strengths:

 

✍️ Written

If you think best by writing, start with words. Writing is portable, powerful, and deeply repurposable. Think:

• Emails.
• Scripts.
• Threads.
• Blog posts.
• LinkedIn posts.
• Thought pieces.

🎨 Visual

Go visual if you think in frameworks (that’s me!), flowcharts, or formulas. Great visuals simplify complexity, and they’re incredibly shareable.

• Infographics.
• Carousels.
• Diagrams.
• Slides.

🎥 Video

If you speak better than you write, or your personality carries your point, pick up your phone camera and hit record. One great video can become dozens of pieces of written and visual content.

 

• Reels.
• TikToks.
• YouTube Shorts.
• Talking head explainers.

 

Formats Give You Leverage

Formats give you leverage. Platforms give you burden. When you commit to a format, not a platform, three things happen:

1 You create from strength

You don’t force yourself into someone else’s mold. If you love to write, write. If you speak well, talk. It sounds simple, but most people never give themselves permission. If that’s you, I give you permission.

 

2 You stay consistent

Format breeds familiarity. You develop rhythms, repeatable structures, and systems that help you flex your creative muscles. It’s these things that create consistency and make your ability to post sustainable.

 

3 You can go anywhere

A carousel becomes a YouTube short.

A written article becomes a LinkedIn post.

A podcast becomes a blog post, quote, and video script.

When you lead with format, repurposing becomes natural, not a chore.

 

From Rut to Rhythm

When I focused on platform-first content, I got stuck creating the same post type repeatedly.

Threads on X.

Carousels on LinkedIn.

Long videos for YouTube.

 

It was robotic and repetitive. It sucked the creativity out of me. But once I shifted to format-first content, I gained flexibility and clarity.

Now, I start with the format I enjoy most, usually writing, but video is coming around since even video starts from writing. From there, I might create a carousel or use it in a newsletter.

The platform becomes the delivery method, not the starting point.

 

Build your library

Here’s the StraightUp truth: platforms will continually change. Algorithms will shift. Formats will evolve, but when your content is built around repeatable formats, you start creating assets that are:

 

Reusable.

Repackable.

Platform-agnostic.

 

A great written piece can live forever. A powerful video can be sliced up 20 different ways. A strong visual framework can anchor a thousand posts.

You’re not just creating content. In a way, you’re building a library of clarity, for yourself and the prospects who don’t know you yet.

 

🥃 Last Call – Make the shift

If your content feels heavy, inconsistent, or like it’s being squeezed through someone else’s filter, here’s your shift: Start with format, not platform.

 

• Platforms change. Formats don’t. Stop building content for the algorithm. Start building assets you can use anywhere.

• Choose from 3 core formats: Written, Visual, or Video. Pick the one that matches your strengths and energy.

• Formats are flexible. One idea can become a blog, a carousel, a short-form video, and an email, without reinventing the wheel.

• Platform-first = burnout. Format-first = clarity, consistency, and longevity.

• You’re not just creating content. You’re building a library of thought leadership you can pull from again and again.

 

Choose what fits your mind and your message. Create from your format. Distribute on your terms. Then repurpose the hell out of it. That’s how you build clarity that scales.

 

If you’re ready to turn that clarity into a repeatable content engine, that’s exactly what we build inside the Brand Messaging System™.