The content archetype is a strategy and foundation for building a content engine for a personal brand.

The first step in creating a content archetype is to brainstorm and come up with a purpose statement, which is a single sentence or phrase that summarizes what the brand does, for whom, and why or how.

After that, you segment your content into four different communication pillars: Tactical Aspirational Insightful Personal

This ensures consistent communication of your brand's purpose and subject matter expertise to your target audience.The content archetype should be regularly reviewed and updated.