TRLW #006: 40+ Content Ideas Within 90 Seconds

Welcome to The Road Less Written—your bi-weekly writing guide to build a magnetic digital presence.

In this newsletter, we’ll explore:

• Why strategic content is crucial for your brand (and wallet)

• The AI Content Matrix ChatGPT prompt

• The prompt to paste into ChatGPT 

• Lessons from a recent client win

• How to create your content matrix.

Intent is Everything

If you're familiar with my work, you’ll know I focus on writing, editing, storytelling, and lessons from the pivots in my career. Everything I post aligns with these themes.

But I often see creators jumping between random topics and chasing viral trends, confusing their audience. This scattered approach weakens your message and dilutes your brand.

To build a strong personal brand (and make money), you need to stay focused on your core message, while still letting your personality shine through.

Consistent, intentional content helps you:

• Establish authority in your niche

• Build trust with your audience

• Attract the right customers.

The AI Content Matrix: Your Secret Weapon

Justin Welsh's AI Content Matrix will help you generate focused content ideas quickly. Here's how it works:

1. Enter a description of your business

2. Define your target audience

3. Specify the outcome you want them to achieve

4. Choose 5-7 topics you typically cover

ChatGPT will then generate a content matrix that matches these topics with different content structures like actionable tips, predictions, or observations. In less than 90 seconds, you'll have 30-40 resonating content ideas.

Once you have your ideas:

1. Save, print, or bookmark the matrix for easy reference

2. Start creating content that resonates with your audience

3. Mix and match topics and styles for even more ideas.

Pro tip: Consider where each idea fits into your overall strategy. Some might work best as social media posts, others as newsletters or lead magnets. (Most of my clients have lead magnets to entice newsletter subscribers.)

The Prompt (Paste into ChatGPT)

I need your help to generate content ideas.

I'm a [A DESCRIPTION OF YOU AND YOUR BUSINESS] writing daily content on both LinkedIn and Twitter for [YOUR IDEAL AUDIENCE]. The goal of my content is to educate that audience about [SPECIFIC CONTENT OUTCOME]

To generate ideas, I want you to imagine a "Content matrix" table. In this table, the X axis contains types of content, meaning ways to expand on a topic. The Y axis contains content topics to be matched with the X axis.

The X-axis has these content types, formatted like this: [NAME] (explanation on how to use it)

1. [Actionable] (Ultra-specific guide teaching readers HOW to do something)

2. [Motivational] (Inspirational personal or industry stories about people who did something extraordinary)

3. [Analytical] (Informational breakdown of a topic, explaining to the reader WHY something is/works the way it does)

4. [Contrarian] (Go against the common advice and say something contrarian to the common beliefs on the topic, and explain why)

5. [Observation] (Observe a hidden, secret, or silent but IMPORTANT trend in the topic/industry)

6. [X vs. Y] (Compare two entities, styles, frameworks, companies, apps, or something else within the topic)

7. [Present vs Future] (Compare the status quo with a prediction about the future, and explain to the reader why that is)

8. [Listicle] (Provide a useful list of resources, tips, mistakes, lessons, steps, insights, frameworks, or something else about the topic)

[Y AXIS]

The Y axis contains 5 topics I often talk about:

_

Now, I want you to write out this table and write out a content idea at the intersections of the X and Y axes. You match each topic with a content type.

For example, a content idea matching the topic "Content Strategy" with the content type "How can people do it?" would be "7 things you need to know to create your content strategy"]

Client Result: The Power of Strategic Content

I’ve launched 4 newsletters in the last 2 months, including my own. (This is my strategy.) And my best ever client result was from a newsletter strategy.

Last week, I posted for a lawyer after several months of inconsistent activity on his account. The results astounded us:

The results were impressive.

• In 48 hours, his post gained 4,000+ views. 

• Increased connection requests and messages from ideal clients.

• Within a week, nearly 7,000 views—the most popular post of the year—all from his target audience.

Why it worked:

1. Precise positioning: We clearly defined his target audience and goals before posting.

2. Knowing the platform: Most lawyers have LinkedIn accounts and log in regularly but don't post. They're active but lurking and scrolling for interesting content.

3. Resonating content: Few lawyers post beyond job announcements or awards – it’s boring press release type content no one reads. Interesting content (especially career war stories) stand out – the algorithm pushes it for more visibility.

Your Turn 

1. Open ChatGPT

2. Use the AI Content Matrix prompt provided above

3. Experiment with different content styles (X-axis) and topics (Y-axis)

4. Within minutes, you’ll have 150+ ideas to engage and attract your audience—no more blank page moments.

Steve "No More Blank Page" Costello

P.S. Ready to level up your online writing game? I can help in 3 ways:

1. Write Better Stories → Get the 90 minute training (10+ students.) $77. Reply “Storytelling” for access.

2. Fractional Head of Content → I'll write or edit your posts. Save time and improve engagement. No long-term commitment. Starts at $600. Reply “HOC” for details.

3. Ghostwriting (5M+ views driven) → Stop chasing and start attracting your next client. Premium investment. Reply “Ghost” for details.

P.P.S. I've just returned from a 3-week trip to the UK. I saw family and friends (including people I met on LinkedIn). Hard to believe it's been 13 years since I left for Australia this month. Here are some pictures.

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