The Secret to Building A Content System That (Almost) Runs Itself
The secret to creating a content system that practically runs itself isn’t automation, AI, or even hiring a massive team.
It’s something far simpler but way more powerful: curation. Not just curating content—curating inspiration. Let me break down exactly how I’ve built this for myself and how you can, too.
Here’s the thing about content: you’re not inventing new ideas out of thin air every day. No one is. The best creators—from viral copywriters to powerhouse brands—know how to take existing conversations, ideas, and trends and reframe them in their voices.
They don’t just produce content; they curate it. They create systems to find, filter, and expand on inspiration, so the work almost does itself.
This is the foundation I built for my newsletters, blogs, and ghostwriting gigs—and the secret weapon behind how I’ve converted customers and turned them into brand enthusiasts.
Let’s dig into how this works step by step.
Step 1: Create Your "Inspiration Reservoir"
The first step to building a content system is creating an always-on flow of inspiration. You can’t generate consistent, high-quality content if you’re always starting from scratch. Instead, I built what I call an "inspiration reservoir"—a curated collection of blogs, social media accounts, newsletters, and websites that serve as my go-to well for ideas.
Here’s how you can do it:
Follow the Experts: Identify the top voices in your space. For example, I love the content Dan Joe and Matt Gray create and follow them closely to see how they’re framing their ideas. It’s like a masterclass in real-time.
Subscribe to Niche Newsletters: I subscribe to industry-specific newsletters that consistently deliver value. For example, I’ve built a bank of marketing and startup-focused newsletters like The Hustle and Codie Sanchez’s Contrarian Thinking.
Bookmark Blogs: Don’t underestimate blogs—they’re treasure troves of evergreen content. I keep a running list of sites that produce killer posts in my niche, and I skim them weekly.
Organize Social Media Accounts: On X, I’ve curated private lists of accounts that are constant sources of high-value content. Some tweet tips. Others share personal stories. All of them spark ideas.
When it’s time to write, I don’t scramble. I go straight to my reservoir and pull from the best.
Step 2: Curate, Don’t Copy
Let’s get one thing straight: curation isn’t copying. It’s connecting dots and reframing ideas in ways that align with your unique voice or brand.
Here’s an example: When I’m working on a newsletter, I don’t just grab someone else’s viral tweet and slap it into my content. I look for underlying patterns:
What questions are people asking in the comments?
What’s a fresh angle or insight that no one’s explored?
How can I link this idea to something I’ve already written or plan to write?
When I partnered with a viral copywriter, this was the framework we leaned into. I’d curate ideas from a dozen sources, sketch out angles, and we’d work together to shape it into something uniquely ours. That’s the magic of curation: it gives you a foundation, but the final product is all you.
Actionable Tip: Use tools like Notion or Evernote to collect and tag ideas from your inspiration reservoir. Categorize them by theme or relevance, so when you need content about, say, productivity, it’s all right there.
Step 3: Build a Repeatable Process
A content system is only as good as its process. Once you’ve built your reservoir and mastered curation, the next step is creating a process that makes content creation almost automatic.
Here’s how I run mine:
Weekly Content Sprint: At the start of each week, I pull inspiration from my reservoir and plan out key pieces—a newsletter section, a blog post, or a tweet thread.
Batch Writing: Instead of creating content daily, I batch similar tasks. For instance, I’ll write multiple tweets in one sitting, and then draft a blog post the next day. This keeps me in the zone.
Collaborate Strategically: When working with the viral copywriter, we’d divide and conquer. I’d curate and outline; they’d refine and add their signature punch.
Recycle and Repurpose: A great piece of content is like a Swiss Army knife. That blog post? It’s also a newsletter section, a tweet thread, and a talking point for a podcast. Repurposing saves time and multiplies value.
Actionable Tip: Schedule a recurring 30-minute "curation session" each week to replenish your reservoir and plan your next pieces of content.
Step 4: Stay Flexible, but Consistent
Consistency is everything in content creation, but that doesn’t mean rigidity. The beauty of curation is its adaptability. Your reservoir evolves as new ideas, accounts, and trends emerge.
When a niche blog in any of the industries I keep up with published a breakout post, I saved it to my workflow. I’m constantly refining my process, but the foundation stays the same: find, filter, and frame.
Actionable Tip: Revisit your inspiration sources quarterly. Drop the ones that aren’t delivering and add fresh voices to keep your system dynamic.
Step 5: Elevate Engagement Through Curation
Curation is about sparking engagement with your audience. By pulling relevant insights, trends, and ideas from your reservoir, you become a trusted resource in your niche. You’re not just sharing content; you’re creating a curated experience for your readers.
Here’s how I elevate engagement:
Add Context: When sharing curated content, don’t just drop a link. Add your unique perspective or commentary to show why it matters.
Involve Your Audience: Ask questions based on the curated content. For example, "What’s your take on this trend?" or "Have you tried this approach before?"
Test New Formats: Repurpose curated ideas into polls, infographics, or video snippets. Different formats bring in different levels of engagement.
Actionable Tip: Use engagement analytics to track which curated content resonates most with your audience. Double down on what works.
The Real Secret: Curate Like You Mean It
Curation is the secret to building a content system that runs itself. It’s also the secret to staying inspired, creating at scale, and delivering value consistently. Whether I’m working on a solo blog post or collaborating with the viral copywriter, it all starts with the same thing: a commitment to curating the best ideas and making them my own.
And here’s the best part: this system grows with you. The more you curate, the sharper your instincts get. The sharper your instincts, the faster you can create.
Want a content system that actually works? Start curating. Start small, but start now. Your future self—and your audience—will thank you.