---
title: "Content playbook"
description: "Playbook 2: Content."
canonical: https://tomsharman.com/playbooks/content/
updated: 2026-10-25
---

# Content

- [Formats over ideas](/playbooks/content/formats-over-ideas/index.md): A repeatable format beats a one-off story, because the audience can guess what comes next.
- [The same eight things](/playbooks/content/the-same-eight-things/index.md): Pick six to eight messages and say them over and over, a hundred different ways.
- [The outlier is the brief](/playbooks/content/the-outlier-is-the-brief/index.md): Find what broke out, often in a niche next door, and bring it back to your message.