5 content buckets every founder needs to build a strong personal brand
Founders are visionaries. Mission-driven creators with big ideas and the self-starting energy to make them real. They’re constantly thinking about how to solve problems and bring something fresh and meaningful into the world.
But why does all that passion fall flat when it’s time to create content?
Instead of talking about their founder story or leadership approach, they only share company updates and product demos. Every post sounds like a corporate town hall update: impersonal and uninspiring.
When I work with clients, I tell them content is a window into what you’re building. You invite your audience into your creative sanctuary, even if it’s messy or unfinished.
Because people want to see something genuine, even the biggest brands are shifting their strategies to focus on human storytelling.
According to Hubspot, 92 percent of marketers are doubling down on brand awareness content that feels real and rooted in values. And if it’s working for company brands, it’s going to work for founders’ personal brands.
The hard part is knowing what actually makes this content real and worth reading. What do people want to see from you? How do you talk about your work as a founder without sounding cringey or self-centered?
To help you get started, I broke down five content buckets that shape your personal brand. Each category highlights a different angle of your founder journey and expertise so you show up as a thought leader.
I also included examples from other founders and CEOs so you have some inspo.
Two quick reminders before we dive in
1️⃣ Keep your audience top of mind. If you’re ever unsure what to say or how to say it, focus on the people you serve. What are they struggling with? What do they want to learn or feel? Let those answers guide the stories you tell.
2️⃣ Your personal brand is rooted in your values and lived experiences. If something feels out of alignment or too personal to share, trust that. You don’t need to trade your values for visibility.
1. Founder story content: The heart of your brand
There’s power in vulnerability. The sweat, the tears, the late nights, the “I didn’t think I could do it but somehow, I did” moments.
Those are the pieces of your story that make you real to your audience. It’s when they see themselves in your journey.
This could be the moment you landed your first client or the day you quit your job to go all in. A product launch that almost didn’t happen or a rejection that ended up being redirection.
This content helps people understand the heart behind your brand.
➡️Example: Take a look at this post from Desiree B. Sharpe (my incredible client and CEO of ColorVizion Lab!) where she shares the moment she walked away from corporate life to pursue the work she loves.
Here are three post ideas for you:
Take people back to the moment that sparked your business idea.
Share one big mistake you made as a founder and what it taught you.
Talk about a time when you were pushed out of your comfort zone and it paid off.
✨Related: Here’s a simple and strategic framework you can follow to write your founder story!
2. Behind-the-scenes content: A glimpse into the life of a founder
People don’t see the quiet, messy, beautiful process that happens behind closed doors. And that’s exactly the kind of content they want.
Give them a glimpse of the daily grind and the late nights scheduling emails. This makes the polished, final product even more valuable.
➡️Example: AJ Eckstein, Founder and CEO of Creator Match, shares what happened behind the scenes when preparing to host a major tech conference. (It’s a reminder that some clips in a founder’s highlight reel came from sleepless and stressful nights.)
Here are three post ideas for you:
Let people see what you’re currently working on, like a client project or an application for a speaking gig.
Give a play-by-play of your busy travel days.
Share what you’re listening to or reading in between meetings.
3. Culture content: Your company values and leadership style
The culture you’re building tells people what kind of leader you are and if they can trust you. People want to see how you motivate your team and take constructive feedback. They want to hear stories about people taking risks and how you reward their creativity.
Even if you're solo right now, the culture you build today will shape your employer brand for years.
➡️Example: John Hu, Founder and CEO of Stan, posted a TikTok carousel sharing the employee perks he offers his team. (This is also a great retention and talent attraction tool!)
Here are three post ideas for you:
Open up about some feedback you’ve gotten from your team and how you responded to it.
Share recaps of company events or team-building workshops.
Highlight the benefits and policies that support your people, like learning stipends or flexible schedules for working parents.
4. Educational content: Valuable and strategic lessons
Don’t gatekeep your expertise. The best way to build trust and show your thought leadership is to give people a ton of value, for free.
Think about frameworks you’ve designed or the mindset shifts that changed how you work. You can also use this bucket to showcase client success stories or break down how your services and products solve problems.
➡️Example: Milly Tamati, Founder of Generalist World, breaks down how the career flywheel will replace the CV system, and pairs it with a great visual.
Here are three post ideas for you:
Share a quick case study on how you helped a customer or client solve a problem and what the results looked like.
Talk about a tool, strategy, or process that’s helped you save time and be more efficient as a founder.
Give a recap of what you learned after finishing a book or going to a conference.
5. POV content: Your bold takes on industry trends and truths
This is one of the most important content buckets for founders, but also one of the hardest. It may require you to speak your truth, even when it goes against what everyone else says.
This is where you challenge assumptions, call out outdated systems, or spotlight trends that deserve more attention. You don’t want to be contrarian just to get one controversial viral post. You want to show you’re a critical thinker and your voice can shape the future of your industry.
➡️Example: Kevin Jurovich, CEO of hubble, shares a direct and concise message to call out what a lot of people get wrong when choosing a co-founder. Whether you agree or disagree, Kevin has a clear POV.
Here are three post ideas for you:
Talk about one common belief in your industry that you strongly disagree with and why.
Share one trend you think everyone’s overlooking that could change their lives or work.
Give your thoughts on a recent report or news story that signals growth in your field.
➡️Now you have 15 weeks of content
Find a natural rhythm for writing by starting with one post a week. Open up a doc, choose one of the ideas above, and give yourself 1 hour to write and edit.
You can also mix up the format for your posts: long-form, short-form, video, carousel, LinkedIn newsletter, or even launch a poll.
Once you're happy with it, publish or schedule it right away. (Take a look at this guide from Buffer on the best times to post on all major platforms.)
Pay attention to which posts get the most engagement and try to replicate that tone and structure in future content.
Turn your story into a strategy
When you post about your business, your content should embody the same heart and passion you pour into your work every day. Let people into the creative mind that built the business so they can learn from you and follow your vision. That’s what sparks connection.
If you need help shaping your content strategy or writing posts, I’d love to help. You can check out my services here and book a free 20-minute discovery call.
And if you’re not there yet, be sure to connect with me on LinkedIn. I’d love to learn more about what you’re building!
