I help mission-driven people (& brands) discover, extract, and organize the ideas worth sharing.
By far the biggest advantage of working with Kyle is the time savings and knowing that my content is the most polished it’s ever been.
Then I turn that raw material into content that moves people along the customer journey.
That’s the point of content that most people miss.
“If I go viral enough, the business will come…”
This is the assumption most founders operate under when posting content. But with AI, founder content has exploded — and so has the amount of slop.
Posting like crazy is no longer a viable strategy.
Content should give prospects the information they need to move themselves along the customer journey. That starts with one question:
What are the beliefs — that if our ideal people held with 100% certainty — would make our offer an absolute no-brainer?
Aim to create content that is
Worthwhile
Actually interesting, helpful, novel, funny — something worth reading.
Human
Grounded in lived experience, not abstractions.
What you really think
A real point of view, instead of a neutral summary.
Strategic
Every piece has a reason to exist — instead of post & pray marketing.
This is different than reverse-engineering engagement bait. But for expensive, high-consideration offers, content needs to build trust (not only generate attention).
No one buys because your post got 50,000 views. They buy because they’ve decided they can trust you with something important.
My content system
Content Extraction
We start by pulling out what you already know: your ideas, stories, opinions, experiences, examples, and expertise. A lot of the best material is stuff you barely notice anymore because it feels obvious to you.
Translate
Then we turn that raw material into content your audience can immediately understand and care about. We find the clearest angle, sharpen the message, and package it in a way that feels useful, interesting, or memorable.
Distribute
One good idea shouldn’t only become one post. We adapt it into different formats, angles, and channels so the same underlying idea can reach people in multiple ways.
Organize
Everything we uncover gets saved and organized in your Content Bible. Instead of constantly starting from scratch, you’re building a growing library of ideas, stories, proof, examples, and messaging you can keep using.
Learn
Then we pay attention to what actually works. Over time, we learn which ideas resonate, which messages get ignored, and what your audience responds to — and use that to make the next round of content better.
We don’t treat content as disposable.
Everything we extract — your stories, ideas, perspectives, proof, analogies, objections, and insights — gets organized into one growing source of truth.
This forms your Content Bible.
Every single viable bit of content that can be used to move your people from “I don’t understand the problem” to “this is an absolute no-brainer”.
I think of it as all the ammunition you possibly have to get your people interested, aware of the problem, and convinced of your solution.
As we put those ideas into the world, we pay attention to what resonates, what falls flat, and what actually moves people — then feed those lessons back into the system.
So we’re never working from square one. Every idea becomes ammunition that can be revisited, expanded, combined, and expressed in completely different formats over time.
Content Packages
create it for you
I extract your ideas, turn them into content, and deliver it ready to publish.
<get pricing>hand you the foundation
We build your content strategy, ideas, and messaging together—then you or your team take it from there.
<learn more>help you build it
You stay the creator. I give you the strategy, structure, and outside perspective to make your content better.
<let’s talk>Click to translate
Q1“I don’t know what to write.”▸
Q2“Content takes me way too f*cking long.”▸
Q3“I need a system.”▸
Q4“I don’t want to post cringy shit.”▸
Q5“I’m not reliable enough at it.”▸
Post better, not just more
The content landscape is drowning in AI slop and algorithm-gaming. Your differentiation isn’t in volume — it’s in substance.
No strategy = less effective and harder
Random content without a plan isn’t just harder to post — going back to the drawing board every time you want to write something up — it’s also that the same effort, applied with a bit of strategy, could get you so much further. Without a strategy, your efforts aren’t compounding.
Marketers spend too much time inside content calendars, often weighing meaningless considerations — “what time to post,” “we need to work this holiday in!” — over the thing that actually matters: the customer lifecycle.
One-off, unstrategic posts are still encouraged — a funny thought, a bit of personality you want to share with your network. That’s not what this is about.
Show up everywhere your customer is
The modern buyer’s journey is messy — not a clean funnel. You can try to funnel everyone into one automation and assume every buyer follows the same path, but that’s naive next to a real buying experience.
Especially in professional services, where buyers can’t be sold — they have to want to buy — you need to show up everywhere your buyer is, respectfully and usefully, until they’re ready.
The list is your holy grail
A list of ideal prospects who’ve said they want to hear from you is the most valuable asset you can own as a business owner.
All of your marketing outside of email should be an attempt to get your prospect onto your list. All of your email marketing should be an attempt to move that subscriber toward your offer. No fancy funnels — keep it simple.
Business is about relationships
Some people use content to sell their selfhood in pursuit of clients — gaming the algorithm to show up on as many feeds as possible, hoping to convert a small slice into a high-ticket sale. I don’t work that way.
My clients use social media (and the internet) as a way to meet people they never would have otherwise met — sharing the insights they’ve earned, acting as a bat signal for the right people, and opening the door to real relationships. The internet still has the potential to create some real, significant ones. That’s what we’re here to find.
Content creation is a generous act
Even though the goal is to move prospects along a customer journey, content made with a bit of care can leave a real, positive impact on the world.
Every solopreneur is on their own path — “the pathless path,” as Paul Millerd calls it. Your business is a one-of-one, shaped by your own experience as much as by anyone else’s system, no matter what a guru’s “8 Simple Steps” promise. I think of content as leaving breadcrumbs — the things you’ve learned through years of earned experience — for the other solo owners building their own machine out of the blueprints people before them left behind.
A few things worth reading before we talk
The Expert’s Paradox
Many of the best operators are the worst teachers. Not by coincidence — these are two very different functions, and being the best operator often requires tradeoffs that don’t let you be the best teacher too.
True mastery comes from an incredible amount of doing, to the point where you develop an unconscious competence that goes beyond explanation. That’s true of some of the best operators out there: they do exceptional work because they’ve got their head down in the work. But they’ve lost touch with what it feels like to be early, uncertain, and deciding — which creates predictable gaps when they try to teach or communicate.
The expert writes content at too sophisticated a level and it reads as jargon. There’s a disconnect between what the expert thinks is important for the customer to know and what the customer actually cares about. They forget the messy middle — the doubts, tradeoffs, and decision friction real buyers experience.
You’ve already drunk so much of your own Kool-Aid. You’ve seen the transformation your business makes in people’s lives — you know why it’s worth the investment. They don’t, yet. Be honest: think about the doubts you have when you hear an offer from some other expert. Assume your buyers are in that same boat with you.
They do exceptional work because they’re deep in the craft. But that depth often comes at the expense of empathy for beginners — which is where I come in. In the Content Ideation Call, I ask interview-style questions that tease out the insights, stories, and opinions that resonate most with your audience, then turn that into content strategically positioned along the customer journey — social channels weighted top-of-funnel, email weighted toward the bottom.
Post More vs. Post Better
People have succeeded at preaching “to succeed online, you need to post more.” Maybe it’s time for part two: to succeed online, you need to post better.
I consider the Gary Vaynerchuks of the world the Old Testament characters of content strategy. Those strategies worked because it was early internet — simply posting more, without a strategy, was enough.
I think we’re actually lucky AI has been such a turd in the LinkedIn punch bowl. It’s exposed how most people were already thinking about content: as a lever to pull for business, and not much else. Business does need to be part of it — otherwise nobody would invest in it — but looked at only through that lens, content becomes a thing where you push the right buttons often enough and results follow. For a lot of people that’s apparently been true. Or there’s just a lot of lying on LinkedIn.
Add AI to that mix and it drags quality down further, because the people publishing were never asking “does this matter,” “does this help anyone,” “am I saying something meaningful.” They were only ever asking “is this acceptable.”
That’s how we ended up with an entire internet full of content that is technically correct, mildly polished, and completely empty.
AI didn’t create this problem — it’s been here. Give people a machine that can generate “acceptable” content near-instantly, and you find out most people never really had anything to say in the first place.
Define Your Content Pillars
Three steps, in order:
- Define your typical customer lifecycle. What are the stages — from pre-awareness all the way through being your biggest advocate — in the ideal customer journey?
- Answer this: what beliefs — if your ideal client held them with 100% certainty — would make your offer an absolute no-brainer? List every belief that, held with total certainty, gets you there. That’s your No-Brainer Belief List.
- Order that list roughly along the customer journey. Closer to the beginning = content for top-of-funnel channels (social + lead magnets). Closer to the end = content for middle-to-bottom funnel channels (email + sales pages).
I’m not trying to get a million clients. I’d rather work closely with a small number of people and companies I actually care about — and understand well enough that the work keeps getting better over time.