Make never-ending content using your belly

The difference between random posts that fade and flagship ideas that compound is the content engine that runs them.

👋 Welcome to Creators In Business, a newsletter where creators learn to think like CEOs, and businesses learn to move like creators.

Content strategy is a hungry beast.

It needs to be constantly fed, and as the internet enters a new era in 2026, it is seeking value over unconscious junk.

You’ve heard all of the advice. Just post your life. It doesn’t have to be perfect.

So you promise yourself you'll post at least once a week.

Until you hit a wall in the third week and throw in the towel, only for someone like me to remind you that it’s important to share content, and the cycle begins again.

I know this feeling all too well.

What you’re missing is the Flagship pillar. This is your Master Distributor.

This is where you generate depth and value for more than 60 seconds of someone’s time.

It is what you’ll use to dissect and repurpose across other platforms.

Most importantly, it allows you to get out of your own way.

Which brings me to what I call The Belly System.

This will put you on a path to building authority in your industry.

It will be your antidote to burnout.

This system is what you’ll use to generate a flywheel effect.

The difference between this strategy system and others is that it keeps your content fresh and never-ending.

📌In this issue:

Let’s change how you do business,

Jess Smalley 🔑

Most people stop at “just post more”.

This is what it feels like to feed a bottomless pit.

You’re coming up with ideas from scratch every single time.

What happens is your ideas aren’t compounding, and you're losing momentum and authority.

The “beast” (internet) seems never to be satisfied with what you serve up.

This is what leads most people to walk away from building an audience, a brand, and authority online. I don’t blame them.

Thankfully, there’s another way to do this. If you implement this into your strategy, you’re not only freeing up your time and thinking energy but also deepening your online authority.

Here’s how you can separate yourself from 90% of people who “just post more”.

Create → Extract → Translate → Observe → Refine → Create again

Where your ideas are formed

This is your long-form thinking, where your unique ideas are made, and your relationship with your audience is deepened.

Use the communication format that plays to your strengths:

Find and extract your “organs”

The biggest mistake I see people making is blindly slicing and dicing their belly content. What a waste of time.

Instead, you need to be extracting the “organs” from your pillar piece of content.

Take and repurpose the:

Share across platforms

Each platform becomes a translation layer rather than a creative starting point.

Do not think you have to be everywhere. If you’re doing this solo, pick one platform and double down on it.

Look for feedback that fuels your next pillar

This is how you evolve beyond “just repurposing” and build upon your IP.

How it works:

After distributing, you deliberately pull signals back in.

You track:

That feedback becomes

So the system becomes cyclical rather than linear.

You don’t need more content. You need a good, solid, flagship pillar that will feed and compound into everything else.

Once you have a clear pillar, one piece can reliably generate 12+ platform-native posts that compound over time instead of expiring.