The Snapshot

The Problem: You’re on a content treadmill, creating posts that vanish—if they even get seen—and you’re under constant pressure to make more.

The Fix: A Content Bank — A shift to treating content creation like an investment in assets you can use for years.

The Result: A deep well of high-value work you can tap into again and again.

The Insight

Content isn't just ‘stuff for marketing;’ it's a business asset. The core ideas behind your expertise don't change, even if the platforms where you post them do.

So when you create with a long-term horizon in mind, you stop working for the algorithm and start working for your future self.

It’s the difference between renting a one-day pass and owning the land—it ends the cycle of starting from scratch every time you have something to say.

The Method: Two Ways to Build Content Equity

1. The Trust Fund

In this approach, you fill the account with high-value content—a foundational asset that answers a key question or offers a definitive guide. By investing the time upfront to create a "cornerstone" piece, you gain long-term search value and a permanent resource you can pull from to create shorter social assets for years.

2. The Layaway

Here, you still create smaller assets, but you do it with a plan. Choose 2–3 themes and share your ideas on them as social posts. Over time, you collect those insights and aggregate them into a larger, comprehensive asset for your site. You’re building the "big" piece in installments, ensuring the work is validated by your audience before you even hit publish on the final version.

Source: Adapted from There Are Two Ways to Build Your Content Marketing Mountain on Medium.