How I Decide What Content Is Worth Making (And What I Ignore)

Most marketers don’t have a content problem.
They have a decision problem.

If you’re constantly asking, “What should I post next?” This video is for you.

In this video, I break down how I actually decide what content is worth making, and just as importantly, what I ignore.

This isn’t about trends, posting schedules, or content hacks.
It’s about judgment, clarity, and building content that compounds instead of burns you out.

I walk through:

The filters I use before making any piece of content

Why most ideas sound good but don’t mean anything

How message pillars quietly guide content decisions

Why calendars don’t create consistency

How to stop guessing and start reinforcing what actually matters

If you’re a marketer, founder, or creative who feels overwhelmed by content, this will help you reset how you think about it.

Let me know in the comments which filter hit home for you.

0:00 — Why Content Feels So Hard
0:52 — The Real Problem: Deciding, Not Creating
2:10 — Why I Stopped Collecting Ideas
2:38 — The Filters I Use Before Making Content
5:33 — Why Calendars Don’t Create Consistency
6:36 — Repetition Beats Novelty
7:10 — How I Actually Decide What’s Worth Making
8:16 — How Message Pillars Guide Everything
9:04 — Final Takeaway: Start With Meaning