The Real Content Ladder

16 Dec, 2025

Content on Twitter (or any platform for that matter) is an interesting path to navigate.

You can attack it from many angles, but some appear to be better than the others

You’re trying to build a brand while you build other things.

This seems to be the most common. You understand the importance of a personal brand and you genuinely have value to share, but you’re still “in progress”

The engagement reflects this as you don’t entirely have a proven concept that people want YET.

Remember, people follow because they are either perceiving value or entertainment out of what you share.

This is a tough one though, because some of the BEST most valuable and transparent content comes from this avatar. Yet these accounts tend to be on the smaller side until they “make it”

You’ve just made it and now it’s time to grow bigger.

This is just on the other side of the fence of the previous stage. You were JUST in the trenches, but now you’ve actually done something.

Or at least a perceived something.

Maybe you bought a business or run a successful one or accomplished something cool or you’ve started to make a name for yourself.

You’re at a point now that you can really share some “how tos” AND have the track record to back it up

ALSO, even if you have done that cool thing, it’s not about you, it’s about how you can help others do cool things. That’s a tough balance to figure out.

You’re big time and everyone knows it.

This is the point that most are shooting for. This level comes from truly “doing the thing” and now you’re sharing how OTHERS can do it as well.

Your content is 80% about how to help others do the thing, 10% about how you did it and 10% personal touch to make you relatable.

The reality:

You could genuinely start at any one of these points and build the brand from there.

But the further you get on the spectrum of actually doing the thing IRL, and accomplish cool things outside of these social media bubbles, the more success you’ll have ON them.

Weird paradox for sure!

People to follow and watch do this effortlessly