Our content system, out in the open.
This is literally the system we use to build founder brands. No email address required, no "free training" that turns out to be a sales pitch. Knowledge isn't the scarce part; execution is.
1. The sentence everything starts with
"I want [my ideal client] to know me as the specialist for [one thing]." Fill it in before you record anything. Every video you make after that proves that sentence. Can't fill it in? Then you don't have a content problem but a positioning problem.
2. The week (4-5 hours, next to your company)
Ideas
Harvest your work week: every question you got twice is a video.
Scripts
Per video: hook, one lesson, close. Short. Talk the way you talk.
Record
Everything in one batch. One session gives you a week or more of content.
Schedule
Plan it, queue it, done. The rest of the week: run your company.
Loose recording moments always die in a full calendar. One fixed batch moment doesn't. That is the whole secret of consistency.
3. The script structure
- Hook with a real proof point. No income claims without context, but something concrete: a client's number, a mistake you saw, an outcome.
- One lesson per video. Not three. The viewer should be able to retell it.
- Show, don't claim. The difference between "I'm an expert" and a viewer thinking "this person knows what they're talking about".
- Soft close. A question or a pointer to the deeper video. Not every video has to sell; most shouldn't.
4. Distribution: one shoot, three channels
YouTube does the trust work (long-form, depth). Instagram does the reach (reels, recut with their own hooks, never a raw crop). LinkedIn gets the lesson as text. And build bridges: point your Instagram highlights to your best YouTube videos, so new viewers end up at the depth on their own.
5. The numbers to steer on
- Followers per 1,000 views: tells you whether your content holds the right people (views don't).
- Inquiries per video: log which video triggered every lead, and literally ask new clients: "which content tipped you over?" Double down on what brings clients.
- The vanity test: would you show the number to your accountant? No? Then don't steer on it.
6. The format test
New format? At least 3 posts before you judge, because a single post is noise. Five-week cycle: one week studying what works in your market, two weeks testing, two weeks doubling down on the winners. Cut without sentiment.
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Rather have this run for you while you run your company?
That is literally what we do. 30 minutes, no pitch, you leave with a plan.
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