From the Codex //008: How to Create Your Content Strategy Using Your Brand Archetype

Content strategy, brand archetypes, and buyer psychology decoded weekly to help you create a brand that resonates and converts. Never miss a release. Get my two most-read signature newsletters, "From the Codex and "Behind the Laptop," delivered straight to your inbox, filled with strategy, stories, and leadership insights so you can build a brand you’re wildly in love with and one your audience can’t stop talking about. [Join here]

Why Your Content Strategy Feels Scattered (And How to Fix It)

As you’re living day to day, you’re swimming in content ideas.

You wake up at 3am thinking, “This is genius! I can’t wait to create content on it.”

You’ve got 35+ ideas sitting in your Notes app, but the second you sit down to create… it’s like they just vanish.

Nothing feels quite right. Nothing comes out the way it sounded in your head.

And this isn’t just you.

My clients come to me with the same struggles, daily.

You’ve tried batch creating (but then it gets low reach because it doesn’t feel authentic)

You’ve tried creating on the fly (it pops off, but then you never show up consistently)

You’ve hired copywriters and VAs (but no one captures your voice like you do)

All you want is a content strategy that grows your audience with dream clients and raving fan and actually converts on demand.

But every calendar, every system, every “post this on Tuesday at 10am” strategy, just isn’t cutting it.

This is where your brand archetype comes into play.

Because the real problem has nothing to do with consistency or inspiration.

It’s that you’re creating your content strategy to compensate for your weaknesses, rather than building around your strengths.

Let’s fix that, today.

The 3 Biggest Content Mistakes Entrepreneurs Make (That Are Holding Back Your Sales and Burning You Out)

Before we talk about how to create a content strategy that blows up your sales, increases your reach, and positions you as the “go-to” leader of your industry, let’s first get clear on what you’re doing now, that’s not working.

1. Mistake #1: Creating too many different types of content at once

Trying to juggle Reels, carousels, long-form blogs, emails, YouTube, and a podcast? You’re not being “multi-passionate,” you’re just burning yourself out and self-sabotaging.

Different archetypes thrive in different formats. Some convert best through short-form writing. Others through long-form storytelling or video. So why spend 15+ hours editing a YouTube video when a voice note-style story post converts 10x better for your natural energy, and feel easier to create?

When your energy is split across too many formats, your content sounds diluted, disconnected, and becomes impossible to repurpose.

Your audience doesn’t need you everywhere. They need you anchored in your highest leadership. This requires you to prioritize the content medium that matches your message, your rhythm, and your archetype’s natural magnetism, and drop the types of content that don’t suit your Brand Archetype.

2. Mistake #2: Choosing a content format that doesn’t align with your brand archetype

This has nothing to do with discipline. And everything to do with forcing yourself into a format that doesn’t reflect your natural strengths.

Your brand archetype reveals the tone, rhythm, and platforms that naturally amplify your voice. When you ignore that and chase trends, content creation starts to feel like a chore, draining your energy instead of expressing your wisdom.

It’s never about doing more. It’s about choosing better-fit content that matches your archetypal strengths.

Mistake #3: Treating content like a “should” instead of a natural expression of your voice

Whether you're a content creator with bold opinions, a lifestyle vlogger capturing your day, or a coach or consultant with years of expertise, your content isn’t just a tool to make sales or get more followers followers.

It’s where you let your energy shine and show the world who you are and what you represent.

It’s the most consistent way your people feel your presence, leadership, and truth.

But when you treat content like a chore, aka: something to check off a list, it completely loses its power.

If content creation feels heavy, it’s not because you’re bad at content, or lazy. It’s because you haven’t built a strategy that aligns with your natural communication strengths.

Let’s shift that: starting with your core platform, your content format, and the archetypal energy you lead with most.

[Start Here] Phase 1: Define Your Core Platform and Content Type

Step one in your content routine should never be: “What should I post?”

It’s: Where is my content meant to live, and what’s the form that feels most natural to me?

Your core platform is where your long-form, original content lives (like YouTube, Substack, Instagram, or your blog).

Your core content type is the format that matches your archetype and energy best.

Before you map out your strategy, you must first define:

• Your primary platform

• Your core content type (e.g., long-form video, short-form writing, etc.)

Because when your core platform and content type are aligned to your strengths, showing up consistently and repurposing your content becomes a simple process and natural extension of you.

Reflection:

Phase 2: Audit Your Current Content: A Simple Framework

Now that you have a general idea of what your dominant platform will be, and what content type you plan to prioritize, it’s time to take inventory.

Before you can design a content strategy that actually works, you need to understand what’s already working (and what’s not). This isn’t about obsessing over metrics, it’s about gathering honest data on what content feels aligned and performs in alignment with your goals.

Look at your last few weeks (or months) of content and ask:

• What content generated the most engagement, reach, or shares?

• What content felt effortless to create but still delivered value and felt authentic?

• What drained you to make and didn’t get traction?

Here’s a simple visual to guide your reflection:

Reflection:

Phase 3: Choose Your Core, Secondary, and Tertiary Content Types

Once you’ve completed your audit, it’s time to decide what content formats are truly worth your energy.

Not all content deserves equal weight. Your brand needs a strategy that starts from your strongest format: the one that converts best, feels the most aligned, and can anchor your content ecosystem.

Here’s how to structure it:

1. Core Content Type: This is your primary focus. The top content format you’ll build your strategy around. It should be the content that:

   • Converts consistently

   • Feels natural to create

   • Makes you proud to share

   • Aligns with your brand archetype

     → This content becomes the foundation of your repurposing system. It should be fully optimized and systemized before layering in other types.

2. Secondary Content Type: This is the next layer. Content you create only after your core system is solid. It should:

   • Support your content goals without overwhelming you

   • Be easy to produce or repurpose from your core content

   • Still reflect your tone and archetypal energy

3. Tertiary Content Type (optional): This is the lowest-effort format. Use it only if it adds visibility without draining you.

• Think: repurposed posts, reactive stories, or lightweight content that takes minimal time.

Your core content type should always be the first thing you optimize, and the last thing you compromise on.

Not sure which content types align with your archetype? Check out the Archetype Archive here.

Tune in next week, we’ll break down the highest-converting content formats for each Brand Archetype so you can lead with clarity, ease, and resonance.

Build Your Repurposing System (So You’re Not Always Starting From Scratch)

Once you’ve defined your core content type, the next step is to build a simple, aligned repurposing system around it.

Start by asking:

• What is my plan of attack to creating this type of content consistently. Am I creating this content each week/month? Which day of the week/month do I plan to create this content?

• How long does it take me to create, edit, and publish?

• What’s the easiest way to repurpose this without diluting its depth?

For example:

If your core content type is a long-form blog, how can you turn that into 2–3 high-impact pieces?

• Can you pull out a few paragraphs for your email newsletter?

• Can you turn your key insight into a carousel post or long-form caption?

• Can you reuse a standout sentence as the script for a Reel?

Start there.

One big mistake I see clients make: they try to turn one powerful piece of content into 50 micro posts, and in the process, strip it of all its potency.

Repurposing doesn’t mean repeating what you said over and over again so your words lose their meaning.

It means extending the life of your insight, strategically, and in formats that match your strengths.

If You Want a Content Strategy That Matches Your Energy and Converts on Command

Most content strategies are built around output.

How much can you post? How often? On how many platforms can you juggle at once?

But the truth is: the most magnetic content isn’t created from pressure or performance. It’s created from alignment to your archetypal energy.

That means:

• Choosing content formats that match your archetype’s communication style

• Prioritizing platforms that amplify your natural voice

• Building a system that lets your presence scale, without burning you out

That’s exactly what we do inside Aesteria Academia.

A 12-month brand strategy experience for creators, coaches, and thought leaders ready to grow their audience, scale their offers, and embody their next level of leadership, using the power of your Brand Archetype.

We work together to design a content and marketing strategy that reflects your strengths, your message, and your most iconic energy.

Because once your content strategy is aligned with who you really are, consistency becomes effortless, engagement skyrockets, and your brand starts selling before you even show up.

→ Want your content strategy to reflect your actual voice, energy, and archetype?

Click here to Join Aesteria Academia and build a brand that leads with alignment and sells with ease.

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