From the Codex //009: The Ultimate Content Creator’s Guide: How to Create Content That Converts (Using Your Brand Archetype)

July 24, 2025•12 min read

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 Content Style Matters More Than Strategy

You’ve got a content calendar, a content system, and 100+ ideas scattered across dozens of different notes,

But your content still isn’t converting the way it should.

It’s taking way longer to create than it needs to.

You’re second-guessing everything.

And even when you do post, it barely moves the needle.

You feel drained just thinking about showing up again tomorrow.

Here’s the truth:

Creating high-converting content is not just about consistency. It’s about resonance.

If you want content that magnetizes attention, builds trust, and drives demand you don’t need (another) new strategy.

You need to focus purely on creating content that actually demonstrates your greatest strengths.

This is Part 2 of my guide to creating a content strategy that actually reflects your voice, your energy, and your most natural form of leadership.

If you missed Part 1, start here.

Today, we’re going deeper. You’ll discover exactly what kind of content performs best for your Brand Archetype so you can stop swimming in content ideas, and start owning your space online.

Your Brand Archetype Shapes More Than Your Brand Message, It Shapes Your Entire Content Strategy

If you’ve been following my From the Codex Series for a while now, you already know this:

Your brand archetype isn’t just an aesthetic.

It’s not just your vibe.

It’s the energetic core of your leadership.

In Part 1 of this series, we talked about how your archetype determines the way you communicate, show up, and build trust.

But we’re not stopping at simply integrating your Brand Archetype into your brand message, we are imbedding your genius into every aspect of your brand and online presence.

Because if you want your content to actually convert; ie: to attract the right people, build momentum, and create a lasting presence, you need to build a strategy around how your archetype expresses itself through content.

Not just what you say. But how you say it.

The format.

The rhythm.

The platform.

The emotional tone.

Your Brand Archetype is the blueprint that makes showing up online look and feel like a natural extension of you. When you create from your natural leadership style, your content starts flowing through you and converts like moths to a flame.

Create Content That Converts: How to Use This Brand Archetype Content Guide

For each brand archetype, you’ll find five core categories to guide your content strategy:

Content Tone → How your archetype speaks to its audience. Think: your natural voice, your emotional frequency, and the energetic tone that builds trust. Are you witty and irreverent? Grounded and serious? Romantic and poetic? This is about choosing a tone that mirrors your essence—not forcing one that dilutes it.
Top Performing Format → The content medium that channels your archetype’s gifts most powerfully. Whether it's long-form writing, short-form video, voice-led content, or live teaching—this is where your influence flows best and your ideas land strongest.
Best Platforms → The digital spaces where your content naturally shines, scales, and sustains momentum. Some archetypes thrive in algorithm-heavy platforms like YouTube or TikTok. Others build deeper trust through email, Substack, or private community spaces.
Posting Rhythm → The cadence and consistency that feels most natural for your archetype. Are you a ritual-driven creator who thrives with structure—or do you do your best work when you're free to follow your sparks in the moment?
Watch Outs → The common traps your archetype may fall into when creating content. These are the patterns that water down your impact, drain your energy, or keep you stuck in inconsistency. We’ll highlight what to watch for—so you can create with more ease, not more effort.

This is your cheat sheet for content that matches your natural strengths and scales your brand without burning you out.

The Archetype-by-Archetype Content Breakdown

By now, you know your brand archetype shapes your voice, your message, and the way your audience connects with you.

But it also holds the key to your most sustainable, scalable, and satisfying content strategy.

Because when your content matches your natural energy, everything clicks:

→ You create faster.

→ You show up more consistently.

→ You magnetize the right people with less effort.

Below, you’ll find a breakdown of how each of the 12 Brand Archetypes shows up online so you can craft content that doesn’t just look good, but actually converts.

Let’s get into it.

The Sage

Tone: Insightful, structured, high-level, grounded in truth
Format: Long-form articles, educational carousels, podcast episodes, YouTube thought leadership pieces
Best Platforms: Substack, YouTube, LinkedIn, SEO-optimized blogs, Long-Form Emails,
Posting Rhythm: Weekly or series-based cadence that builds through layered information and creates deep trust over time
Watch Out: Becoming overly intellectual, impersonal, or disconnected from emotional resonance. It’s best to include a minimum of 10% of “real-life” touch points within your overall content strategy. Whether that be through selfies, day-to-day activities, or small stories content.

The Lover

Tone: Sensual, emotionally rich, poetic, vulnerable
Format: Storytelling Reels, voiceover videos, romantic-style newsletters, visual carousels, long-form content that’s visually rich, a mixture of high-quality auditory sensory and visual sensory with strong storytelling components
Best Platforms: Instagram, Email, Short form Video, Pinterest
Posting Rhythm: Flow-based and intuitive, with a minimal calendar that balances consistency with spontaneous content, a calendar is helpful so that you can create content consistency. Your highest performing content will be intuitive but will require time to fully create a sensory experience
Watch Out: Prioritizing aesthetic over message, holding back from deeper truth, being too spontaneous that you lose sensory richness

The Ruler

Tone: Commanding, refined, aspirational, clear, direct, think: “this is what you want, and this is how it’s done”
Format: Structured long-form video, keynote-style teaching, carousel frameworks, launch sequences
Best Platforms: YouTube, Instagram, Email, LinkedIn, Blog Articles (more informational article style and less blog style)
Posting Rhythm: Consistent, pre-planned, and tied to business seasons or launches
Watch Out: Slipping into rigidity or perfectionism, losing intimacy and warmth, do not appear too casual within your lifestyle content, sounding like your audiences “bff” is a no-go

The Creator

Tone: Expressive, original, artistic, layered, mysterious and thought provoking
Format: Cinematic Reels, storytelling visuals, behind-the-scenes breakdowns, blog essays
Best Platforms: Instagram, Pinterest, Personal Website, YouTube Vlogs (creative edits), Cinematic Short Form Videos, TikTok, Daily life IG Stories, Infographics
Posting Rhythm: Project-based (think: follow me as I do x), take people on a journey as you create your project, seasonal drops with creative breathing room, primarily as you feel inspired but having a project based series (that’s not on a daily/weekly/monthly schedule but demonstrates your progression)
Watch Out: Getting lost in the creative process without a clear primary endgoal or CTA, waiting too long for inspiration to spark to the degree where you lose all sense of consistency, don’t get overly focused on the end goal and instead document the process

The Jester

Tone: Witty, humourous, lighthearted, clever
Format: Meme-style posts, fast-cut Reels, humorous commentary, voice-led carousels, reaction videos, storytelling with commentary can work with the right balance
Best Platforms: Instagram, TikTok, Threads, Twitter, Livestreams, Podcast, Youtube
Posting Rhythm: Spontaneous and in-the-moment (your best content isn’t pre-planned), a recurring livestream of event that allows you to be consistent but genuine is typically your highest performing content
Watch Out: Avoiding depth or consistency by hiding behind the joke, not having a signature series or livestream style content so you don’t show up consistently or have anything to talk about, over preparing, scripting your content ideally doesn’t let your magic shine

The Magician

Tone: Transformational, visionary, intuitive, poetic, mystical, imaginative
Format: Voiceovers, storytelling Reels, cinematic-style posts, ritual-based writing, short form writing that’s thought provoking, livestream intuitive channel, card readings/intuitive download style content
Best Platforms: Instagram, YouTube Shorts, Email, Substack, Facebook, Twitter, Podcast, Livestreams
Posting Rhythm: strongly driven by intuition, if you do a signature series you need to make sure it’s more of a livestream rather than pre-scripted so you can channel intuitive downloads,
Watch Out: Being too cryptic or abstract and leaving the transformation unclear, over scripting and over preparing, using language that you understand but your audience does not, make sure you take time to slow down and explain your abstract ideas and don’t speak to yourself within your content and speak to your audience

The Outlaw

Tone: Bold, unfiltered, polarizing, disruptive
Format: Hot takes, direct-to-camera rants, anti-mainstream carousel posts, manifesto-style writing, short form impact statements and quotes, polarizing memes that demonstrate your point, reaction videos (pointing at what this person does wrong and why)
Best Platforms: YouTube, Twitter, Substack, LinkedIn, Podcast
Posting Rhythm: Irregular but explosive, momentum-driven and sparked by opinion, if you do a series it’s best to do it as a reaction style content, or teaching style that uses many content reference points
Watch Out: Burning out from pressure to always "shake things up" or relying only on shock value instead of sharing value. Make sure you’re balancing in your other brand archetypes (supporting and hidden) so you don’t come off as arrogant and disconnected

The Hero

Tone: Empowering, bold, motivational, mission-led
Format: Challenges, tutorials, "how I did it" style videos, high-value carousels, infographics, long-form videos that include deep storytelling about how you went through your challenges
Best Platforms: Instagram, YouTube, Facebook, Podcast
Posting Rhythm: Weekly cadence tied to results and action steps, consistency and rhythm so your audience can see you as the example of what they should be
Watch Out: Becoming too performance-driven and losing human connection and humility, getting too motivational that you speak to the wrong audience, make sure to let your expertise show through your behaviours and consistency rather than through your words alone

The Innocent

Tone: Uplifting, warm, optimistic, values-led, inviting
Format: Day-in-the-life posts, soft Reels, reflective captions, nature-inspired storytelling, stories, lifestyle vlogs that include your behind the scenes thoughts and progress
Best Platforms: Instagram, YouTube, Email, Pinterest, vlog style short form reels
Posting Rhythm: Gentle consistency aligned with your seasons, intentions, or joy cycles, creating a series that relates to a specific project or life journey you are experiencing is an excellent way to connect with your audience and invite them to join your journey with you
Watch Out: Avoiding depth or polarity, and staying too surface-level out of fear of being “too much,” don’t overuse your vulnerability as a way to get attention, use your vulnerable moments to share your insights during your vulnerability not as a way to gain sympathy

The Everyman

Tone: Relatable, down-to-earth, sincere, humble, make your audience feel like you are all bffs
Format: Casual storytelling, advice columns, behind-the-scenes videos, value-driven carousels, short form video, daily behind the scenes
Best Platforms: Instagram, Email, Facebook, Threads, shorts, stories
Posting Rhythm: Consistent but flexible, responds to community conversations, respond to your audience and invite a common conversation, many engagement style content
Watch Out: Becoming too generic or people-pleasing, not sharing your own experience or wisdom and letting your audience determine who you show up as, be clear of your own boundaries and desires and then aim to create more of a community dynamic

The Explorer

Tone: Expansive, reflective, curious, freedom-seeking, inspire your audience to explore the full depth of who they are and wish to be
Format: Travel vlogs, perspective-shifting captions, experimental content, “life update” Reels, drone style shots, short form voice overs with cinematic visuals, storytelling vlogs with cinematic shots
Best Platforms: Instagram reels, YouTube Vlog, Travel Blog, TikTok
Posting Rhythm: Very Irregular, inspiration-led, fueled by experience over routine, focus on high quality content even at the cost of consistency
Watch Out: Floating without a core message or not building strategic momentum, aim to create a community around your adventures and message, don’t aim to sound like an expert instead invite curiosity and a sense of adventure with you at the center

The Caregiver

Tone: Compassionate, nurturing, supportive, heartfelt, warm, inviting. Make your audience feel safe to be who they are and come to you for warmth and support
Format: Educational Reels, calm voiceovers, emotional captions, resource-based content, soft light music and visuals,
Best Platforms: Instagram, Email, YouTube (value-based), long form carousels, interactive stories that invites your audience into a conversation with you directly (not about community conversation, but more a 1:1 conversation with you)
Posting Rhythm: Weekly, ideally consistently so your audience feels like they can depend on your content releasing on schedule, tied to giving value and emotional connection
Watch Out: Overgiving or overexplaining without reinforcing your own boundaries or leadership, getting too caught up in information and not enough empathy, never pressure your audience but make sure your audience see’s your boundaries

How to Choose Your Core Content Style (Using Your Archetype Fusion)

Here’s how to use your Brand Archetype Fusion to shape your content strategy:

Start with your Dominant Archetype
→ Which formats from your archetype breakdown feel the most energizing?
→ Which format best demonstrates your depth, your wisdom, or your magnetism?
→ Choose 1 (max 3) content types and build a signature series from there.
Check your Supporting + Hidden Archetypes
→ Is there a secondary format you enjoy creating from here?
→ Use this for lighter-touch formats: repurposed stories, short-form clips, personality-based posts
Split your time and energy wisely:
→ 50–70% of your content energy should go to your dominant content type
→ The rest supports it without pulling you in 5 directions