My 20-Minute Content Idea System: How I Never Run Out of Viral Content Ideas
The simple framework I use to generate endless newsletter ideas (even when I'm feeling stuck)
How to Come Up with Endless Substack Content Ideas
I generated 53 viral content ideas last month using just 20 minutes a day.
Not because I'm especially creative. Not because I have some secret formula. I just built a simple system that works.
Most newsletter writers I talk to struggle with the same problem: coming up with fresh ideas consistently. They sit down to write, stare at the blank page, and draw a complete blank.
Sound familiar?
For months, I did the same thing. I'd block off two hours to write my newsletter, then spend the first hour and forty-five minutes just trying to figure out what to write about. By the time I finally had an idea, I was mentally drained and rushing to finish.
No wonder my early content was inconsistent and my growth was slow.
I'd look at other writers publishing amazing content day after day and wonder what their secret was. Did they just naturally have more ideas? Were they just more creative?
Turns out, they weren't more creative. They just had systems.
This was a game-changer for me. I stopped thinking of content creation as some mystical creative process and started seeing it as something I could solve with the right framework.
So I built a simple 20-minute system that completely changed my approach. Now, I never face the blank page problem. I always have a backlog of ideas I'm genuinely excited to write about. And my subscriber count grows steadily because I'm consistently publishing content people actually want.
The system isn't fancy. It doesn't require special tools. It just works.
Let me show you exactly how it works – and how you can start using it today.
Phase 1: Capture - Building Your Idea Collection System
The first phase of my content idea system is the most fundamental: capturing ideas as they naturally occur.
Here's a truth most people miss: ideas are everywhere. The difference between popular creators and struggling ones isn't that popular creators have more ideas—it's that they catch them.
Most people have brilliant content ideas throughout their day. The problem is, they don't record them. By the time they sit down to write, those ideas have vanished.
I solve this with a simple swipe file on my phone. Nothing fancy—just the Notes app with a dedicated folder called "Content Ideas."
Throughout my day, I'm constantly capturing snippets that catch my attention:
// Conversations that spark a thought ("That's the third person this week who's asked me about Substack Notes")
// Questions people ask me ("How do you come up with so many ideas?")
// Problems I notice others struggling with ("Everyone seems confused about how to use Substack categories")
// Interesting perspectives from podcasts or books ("That approach to consistency is completely different from what most experts teach")
// My own random musings or observations ("I wonder if most people approach newsletter growth backward?")
The key is removing all friction from this process. If capturing an idea takes more than 5 seconds, you won't do it consistently. No special formatting. No elaborate categorization. Just quick captures.
I don't worry about fully forming these ideas. A snippet like "why most newsletter growth advice is wrong" or "the hidden benefit of writing terrible first drafts" is enough. The goal is quantity and potential, not perfection.
This habit alone will transform your relationship with content creation. Instead of starting from zero each time you sit down to write, you'll have a collection of promising sparks to develop.
But capture alone isn't enough. You also need intentional curation.
Phase 2: Curate - Mining for High-Value Ideas
Capturing random ideas is important, but it's only half the equation. To create truly compelling content, you need deliberate curation.
I dedicate time to mining specific sources that reliably produce high-value content ideas. This isn't about copying what others are doing—it's about understanding what's resonating with readers right now.
I maintain a list of writers I genuinely admire—people whose content consistently engages me, regardless of topic. These aren't necessarily the biggest names or the people with the most subscribers. They're the writers whose work I personally find valuable.
At least twice a week, I visit their Substacks and scan their recent posts. I'm not reading full articles (that comes later)—I'm specifically looking at headlines and noting what catches my eye.
I also systematically explore these content goldmines:
Substack Notes "Related Notes" section. Most people don't realize this exists, but when you're looking at a popular Note, scroll down to find "Related Notes." This algorithmic recommendation often surfaces content that's thematically connected but with different angles.
Substack "Related Posts" section. At the bottom of any Substack post, you'll find related content. This is particularly valuable because it shows you what the platform thinks is contextually similar—giving you insight into how topics are connected.
Substack "Home" feed. I deliberately spend time scrolling through what's being promoted across the platform. What's gaining traction? What topics keep appearing? What surprising perspectives are cutting through the noise?
Medium trending topics. I check Medium not to replicate what's there, but to understand what's resonating with a different audience. Often the same topic needs to be addressed differently for Substack readers.
Other platforms? We can always check what’s trending on other platforms, like Instagram, TikTok, or LinkedIn. However, I’ve learned content ideas that perform well on one platform don’t necessarily perform well on Substack.
I create a list of titles that spark something in me—titles that make me think "I have thoughts on this" or "I might approach this differently" or "This connects to something I know about."
What I'm not doing: planning to copy these posts or repurpose their content. What I am doing: tracking what questions are being answered, what problems are being solved, and what perspectives are being shared.
The goal is to join the ongoing conversation with my unique perspective, not to create something in isolation that nobody is looking for.
This process is incredibly freeing. Instead of the pressure to invent something completely new from scratch, I'm identifying gaps, connections, and opportunities within existing conversations.
Remember: Even the most original thinkers are responding to what came before. Your unique value is in your perspective, experience, and the connections only you can make.
Phase 3: Amplify & Transform - Turning Raw Material into Viral Ideas
This is where the system transforms from good to game-changing.
I take the raw material from my capture and curation phases and turn it into actual content ideas with viral potential. This is where I leverage AI—specifically Claude.ai—as my thought partner.
Here's my exact process:
I open Claude and create a prompt that includes:
// A clear description of my audience (newsletter writers looking to grow and monetize)
// My core topics (Substack growth, content creation, monetization strategies)
// 5-7 titles that caught my attention from my curation phase
// A specific request: "Take on the persona of an expert Substack writer and generate 20+ viral content ideas based on these inputs"
The results are always surprising. Claude helps me see angles I hadn't considered, connections I wouldn't have made on my own, and framings that feel fresh and compelling.
For example, I might input titles like:
"Why Most Newsletter Writers Quit Too Soon"
"The Hidden Growth Engine in Substack's Platform"
"How I Doubled My Open Rates With One Simple Change"
From these seeds, Claude might suggest something like "The Subscriber Tipping Point: The Magic Number Where Newsletter Growth Becomes Effortless" or "The Backwards Growth Strategy Most Successful Newsletters Use."
These aren't just rehashed versions of the original ideas—they're unique perspectives that build on existing conversations.
From the 20+ ideas generated, I select one that resonates with me. This is critical: if I'm not excited to write about it, my readers won't be excited to read it.
The selection criteria I use:
// Does this solve a real problem my audience has?
// Do I have a genuine perspective on this topic?
// Is this something people would actually search for or share?
// Is this different enough from what's already out there?
After finding a title I like, I get a little more obsessive and go deeper. I’ll ask Claude to give me 20+ more ideas based on this single title. Now I have a ton of iterations on one idea to choose from. The title I choose needs to really jump out at me.
Once I've chosen an idea, I ask Claude to help outline the post. This gives me a structural starting point—not to follow rigidly, but to overcome the intimidation of the blank page.
From there, I start writing. The hardest part—coming up with a compelling idea—is already done.
What makes this phase so powerful is that it combines the best of human and machine thinking. I bring my experience, audience knowledge, and taste to the table. Claude brings pattern recognition and the ability to rapidly generate variations.
Together, we create ideas that neither of us would have developed alone.
The result? Content that feels fresh and original, but also speaks directly to what my audience is already interested in.
The Simple Way to Find Substack Content Ideas
The power of this system isn't just in what it includes, but what it excludes.
Most content creation advice overcomplicates the process. You're told to create elaborate content calendars, spend hours on keyword research, and develop complex distribution strategies.
I tried all that. It didn't work.
The problem with complexity is that it creates friction, and friction kills consistency. No matter how brilliant your content strategy is on paper, it's worthless if you abandon it after two weeks.
This 20-minute system works because:
It's sustainable. I can do this daily without burning out.
It focuses on the right bottleneck. For most writers, idea generation—not writing skill—is what holds them back.
It removes decision fatigue. I don't waste mental energy deciding what to write about.
It builds momentum. Small daily wins compound over time.
I've found that my best ideas often come during the most time-constrained sessions. When I give myself only 20 minutes, my brain gets resourceful. There's no time for overthinking or perfectionism.
The harsh truth is that complex systems usually exist to make their creators feel smart, not to produce results. The systems that actually work tend to be embarrassingly simple.
My philosophy is straightforward: consistent small actions beat sporadic big efforts every time.
Twenty minutes of deliberate idea generation daily will outperform hours of unfocused "brainstorming" every time. It's not about finding the perfect idea—it's about consistently finding good-enough ideas and executing on them.
Asking Your Subscribers for Feedback
One of the most overlooked content generation strategies is tapping into your existing audience.
Most writers view publishing as the end of the process. It's actually the beginning of the next one.
Every time I publish a piece of content, I'm not just sharing information—I'm starting a conversation. And conversations generate more content ideas than any brainstorming session ever could.
Here's how I integrate this into my system:
The Art of Strategic Questions
At the end of almost every post, I ask a specific question related to the topic. Not just "What do you think?" but targeted questions that prompt detailed responses.
For example, after a post about newsletter growth strategies, I might ask: "What's one unconventional growth tactic that's worked surprisingly well for your newsletter?"
These responses become gold mines of content ideas. Each comment potentially contains:
// A problem I haven't addressed yet
// A perspective I hadn't considered
// A solution I wasn't aware of
// A question that deserves its own post
The Suggestion Mining Technique
When readers leave comments, I don't just respond with "Thanks for sharing!" I dig deeper.
I look for phrases like:
"I've always wondered about..."
"One thing I struggle with is..."
"I wish someone would explain..."
"What's your take on..."
These are direct signals of content your audience wants. When multiple readers express interest in the same topic, that's a validated idea worth developing.
Creating Content That Invites Participation
I've found that certain content types naturally generate more audience input—and thus more future content ideas:
// Experience comparisons ("How I grew my newsletter on LinkedIn vs. Twitter")
// Controversial takes on common practices ("Why I stopped sending weekly newsletters")
// Open-ended frameworks ("My content creation system")
// Before/after case studies ("How I doubled my open rates")
These formats invite readers to share their own experiences, challenge assumptions, and ask follow-up questions—all of which feed back into my idea generation system.
The beauty of this approach is that it creates a self-sustaining ecosystem. The content I publish generates the ideas for future content, which generates more ideas, and so on.
This isn't just efficient—it ensures that what I create directly addresses what my audience actually wants to know.
How to Create a Content Generation Habit
Systems only work if you actually use them. Here's how to ensure this 20-minute idea generation framework becomes a natural part of your routine.
Finding Your Idea Generation Sweet Spot
I've discovered that my best ideas come in the morning, while I'm walking on the treadmill or in the neighborhood. Something about the combination of movement, morning clarity, and lack of distractions creates the perfect condition for ideation.
Your sweet spot might be different. Maybe it's during your evening commute. Maybe it's right after lunch. Maybe it's first thing when you wake up.
The key is identifying when your mind naturally makes connections, and then building your idea generation practice around that time.
Don't fight your natural rhythms—leverage them.
Building the Idea Bank
One of the most freeing aspects of this system is that it creates abundance. Instead of scraping together barely enough ideas to sustain your publishing schedule, you'll have more than you can use.
This is where the idea bank comes in.
I keep a simple document with all my vetted content ideas, organized by:
// Topic category (growth, monetization, content creation, etc.)
// Estimated audience interest (high, medium, low)
// Content type (how-to, case study, framework, etc.)
When it's time to create content, I don't start from zero—I shop from my own idea store.
This completely changes the creative experience. The pressure disappears. The blank page is never truly blank. I'm always working with raw material I've already validated.
The Compound Effect
The true power of this system isn't visible in the first week. It's what happens over months of consistent practice.
After 30 days, you'll have generated hundreds of potential content ideas. After 90 days, patterns will emerge, showing you what topics consistently energize you. After 180 days, content creation will feel entirely different—more like assembly than invention.
The system builds on itself. Each idea often spawns several more. Connections form between seemingly unrelated topics. Your unique perspective emerges more clearly.
This is why I've been able to maintain a consistent publishing schedule without burnout. I'm not reinventing the wheel each time. I'm executing on a proven system that generates more ideas than I could ever use.
How Do You Know a Post Will Go Viral?
The honest answer? You don't. Not with 100% certainty.
And that’s not our objective anyway. While going “viral” is great, we’re looking for a consistent, sustainable content system that allows us to grow little by little, day by day.
Anyone who tells you they can predict virality with complete accuracy is selling you something. Even posts that check all the right boxes sometimes fall flat, while seemingly ordinary content occasionally explodes.
That said, after hundreds of posts and dozens of viral hits, I've noticed patterns that significantly increase the odds. Here's what I look for before hitting publish:
First, genuine excitement. If I'm not personally excited about the post, it rarely performs well. There's something readers can sense about authentic enthusiasm that algorithms can't measure.
Second, I look for the "I wish someone had told me this" factor. Content that would have saved me months of struggle or frustration when I was starting out tends to resonate deeply with others on the same journey.
Third, specificity beats generality every time. "How I Added 500+ Subscribers in One Week Using Substack Notes" will outperform "How to Grow Your Newsletter" because it promises a specific outcome through a specific method.
Fourth, I consider timing and relevance. A post about Substack Notes features performs better when Notes is still relatively new and people are figuring it out. Spotting these opportunities requires staying plugged into your niche.
Finally, I've found that posts that solve painful problems simply and clearly have the highest viral potential. Not problems people should have, but problems they actually have right now.
The post you're reading hit these markers for me. Many writers struggle with idea generation more than anything else. The solution is straightforward. And the timing is right, as more people are looking to build newsletter businesses.
Will every post following these principles go viral? No. But they consistently perform better than posts that don't.
Focus on serving your readers with valuable, specific solutions to real problems, and virality becomes a byproduct rather than the goal.
Taking It Further: Extending the Content Generation System
Now that you have the core 20-minute system down, let's talk about how to take it to the next level.
I've found that the real magic happens when you start using your idea bank strategically rather than randomly.
The Content Ecosystem Approach
I used to pick ideas from my bank based mainly on what I felt like writing that day. Nothing wrong with that, but I've discovered something more powerful.
Instead of seeing each post as an isolated piece, I now look for connections between ideas. What topics naturally flow together? What questions lead to other questions?
This has completely changed how I plan content. Instead of random posts, I create content families - groups of related pieces that build on each other.
For example, a post about growing your first 1,000 subscribers naturally connects to:
// How to create a lead magnet that converts
// Setting up your welcome sequence
// Building your referral system
// Creating your first paid offer
When readers find one piece useful, they're primed to engage with the related content.
The One-to-Many Method
Another game-changer: using one strong idea across multiple formats.
When I find a concept that really resonates, I don't just write one newsletter about it. I might create:
// A detailed newsletter post
// Three different Notes exploring specific angles
// A LinkedIn post with a unique take
// A template or checklist as a lead magnet
This isn't about recycling content lazily - it's about exploring different facets of a valuable idea and meeting readers where they are.
The best part? This approach actually saves time. Coming up with one strong core concept is the hard part. Once you have that, adapting it to different formats is relatively easy.
Long-Term Planning Without Rigidity
My system now allows me to plan content months in advance, but with room to adapt as needed.
I loosely map content themes by month or quarter, categorizing ideas from my bank that fit each theme. This gives me direction without being handcuffed to a rigid calendar.
When something timely comes up or I get sudden inspiration, I can easily shift things around without losing the overall structure.
This balance of planning and flexibility has been key to maintaining both consistency and relevance.
The 20-minute system isn't just about solving today's content problem - it's about building a sustainable content operation that grows along with your newsletter.
Next Steps: Make Content Creation a Breeze
If there's one thing I want you to take away from this post, it's this: content creation doesn't have to be a struggle.
With just 20 minutes a day and a simple system, you can generate more ideas than you'll ever need. No more staring at the blank page. No more last-minute scrambles to publish something—anything—to stay consistent.
This system changed everything for me. It's the difference between my early days of sporadic growth and now consistently adding hundreds of subscribers monthly.
Here's what happens when you implement this approach:
First week: You'll have more ideas than you know what to do with. The pressure lifts.
First month: You'll notice patterns in what excites you and what resonates with your audience.
After 90 days: Content creation becomes almost effortless. You're executing on validated ideas rather than creating from scratch each time.
The challenge I have for you is simple: Try this 20-minute system tomorrow. Just once. See what happens when you deliberately capture ideas throughout your day, mine specific sources for inspiration, and transform those inputs into content that serves your audience.
Don't overthink it. Don't wait for the perfect time. Just 20 minutes.
📌 Ready to Grow? Join the Six-Figure-Substack Growth Masterclass
If you're serious about taking your newsletter growth to the next level, I've created something that might help.
My Six-Figure Substack Growth Masterclass goes beyond just idea generation to cover the entire process of building and monetizing a successful newsletter.
Inside, you'll discover the complete system I used to:
// Build a subscriber base of 6,500+ in just six months
// Generate $50,000+ in digital product sales
// Create a sustainable business that gives me true freedom
If you’re ready to start growing your newsletter with a sustainable system, the masterclass will help you do just that.
This isn't for everyone. But if you're ready to transform your approach to content creation and build a newsletter that grows even while you sleep, click below to learn more:
Either way, it’s time to start making content creation simple. With the right system, anyone can generate ideas that resonate, connect, and convert.
Your next viral post is closer than you think.
This is great stuff! I started a note in my phone where I write down topic ideas that I add to all the time when I get spur of the moment thoughts and ideas. That has been super helpful.
Exceptional. Lots of practical advice. I’m eager today put it to use.