Three phases. Any level. The system that connects everything in this playbook in a sequence that works.
Active trail
1Clarify
→
2Choose
→
3Measure
Phase 1
Clarify — before creating anything
Most content fails not because it was badly made, but because the creator never answered these three questions. Takes 15 minutes. Changes every decision after that.
A
Who is this for?
Not "everyone". One specific person. How do they feel when they wake up, what problem are they trying to solve, what do they already believe you can use as a starting point?
Your answer:
Example: "Solo freelancers with 1–3 years of experience who keep losing clients to cheaper competitors and want to charge more without seeming salesy."
B
What do you change in them?
Not what you teach — what changes in how they think, feel, or act after your content? The change is the value. The format is just the vehicle.
Your answer:
Example: "They'll stop competing on price and start having conversations about value — because they understand what the client actually fears."
C
Why you, not someone else?
You don't need to be the world's biggest expert. You need one honest reason to exist in this space: your lived experience, your method, your specific perspective. One sentence.
Your answer:
Example: "I made every pricing mistake for 5 years and finally tripled my rates without losing a single client — by changing one sentence in my proposals."
When A, B, and C are clear, every content decision becomes easier. Not clear on any of them? Come back after filling out all three.
Phase 2
Choose — the smallest viable content plan
The goal is not to use the most formats. It's to find the fewest formats that consistently reach your person and move them toward the change you defined in Phase 1.
The Napkin Test — pick your format in 30 seconds
Think of a piece of content you want to make. Now explain the idea out loud. What do you instinctively do?
I point, show, or move
→ Reel
I draw or list steps
→ Carousel
I just talk or write
→ Static Post
The minimum content plan
Before choosing from 374 formats, answer this: what is the mínimo minimum publishing commitment you can sustain for 90 days without burning out?
1
Reach Format
One format that puts you in front of new people. Usually a Reel or a search-optimised video.
1
Depth Format
One format that builds trust with people who found you. Usually a Carousel or a long post.
1
Community Format
One format that invites conversation. Usually a Static Post with a question or opinion.
The 90-day ruleChoose these 3 formats. Run them every week for 90 days. Don't add a fourth format before day 91. The data from 90 days tells you which one to double down on — and that one becomes your signature format.
The weekly rhythm
Mon
Reach
New audience. Prioritise shares and watch time.
Wed
Depth
Trust-building. Prioritise saves and profile visits.
Fri
Community
Conversation. Prioritise comments and replies.
Any day
Hook
Write 3 hooks before every post. Use the library.
Execution checklist — 90 days
0 / 5 commitments confirmed
01
Phase 1 filled (A + B + C)
All three Phase 1 questions answered in writing. Don't move forward without this.
Filter word (from question B):
02
3 formats chosen (Reach + Depth + Community)
One format of each type. Not four, not two. Exactly three for 90 days.
My 3 formats:
03
3 hooks written before every post
Never publish with the first hook hook that came to mind. Write three, choose one.
04
Weekly rhythm defined (Mon / Wed / Fri)
Fixed days. Not "when you have time". Calendar consistency before quality consistency.
05
Mozart goal defined for month 1
A concrete number: how many Reels, how many Carousels, how many Static. Volume before quality.
My month 1 goal:
Phase 3
Measure — the one signal that matters
Most creators measure the wrong things and conclude the wrong things. Here is the minimum measurement system that tells you the next step — without overwhelming you with data.
What to measure by format
Reels
Watch time % + shares
If less than 40% watch to the end, the hook failed. If nobody shares, the content didn't surprise them. Fix one at a time.
Ignore: likes, follower count
Carousels
Saves + reach
A save means "this is worth returning to." That's the signal that you delivered real value. Saves compound: the algorithm shows saved content to similar audiences.
Ignore: comments on carousels
Static Posts
Comentários + respostas
Static posts build community. A comment means you started a conversation. That conversation is the signal — not the visual quality of the post.
Ignore: impressions
All formats
Visitas ao perfil → follows
This is the quality metric. Of everyone who saw your content, what % chose to follow? Low ratio = content doesn't make them want more. This is the signal to fix first.
Ignore: reach (vanity)
The 4-week review ritual
Every week
Note which post got the most saves (carousels), most shares (reels), or most replies (static). That's your signal post. Write down what made it different.
Every 4 weeks
Look at your top 3 posts across all formats. What do they have in common? Topic, format, hook style, time of day? That pattern is your next 30 days of content strategy.
At 90 days
Which of your 3 formats (reach, depth, community) produced the most profile visits? Double the frequency of that format. Cut the one with the least. You now have a data-informed content strategy.
The question to ask before publishing
"Does this improve my person's life or thinking in some way — and am I publishing instead of perfecting it?"
If yes to both: publish. If no to the first: rewrite. If no to the second: set a 24-hour deadline and publish anyway.