Skill
Content Strategy & Social
Systems for showing up, not moods for posting.
Most social media fails the same way: random posts, whenever inspiration strikes, identical across every platform. I build content systems — what to film, what each platform actually rewards, how one shoot becomes a month of posts, and how captions and comments feed leads into the machine instead of dying as likes.
How I approach it
One shoot, many posts. Founders don't have time to create daily. I design shoots with briefs and shot lists so a single afternoon of filming becomes weeks of content — the founder shows up, the system does the rest.
Give away the secrets, sell the implementation. Hormozi's content rule from $100M Leads, and I run it hard: the best-performing content teaches something genuinely useful for free. It builds authority (Cialdini's word, not mine), earns reciprocity, and pre-sells the done-for-you version to everyone who'd rather not DIY.
Every platform gets its own dialect. A caption that works on LinkedIn dies on TikTok. I build platform-specific workflows so one idea ships six ways, each native to where it lands.
Hooks before polish. The first two seconds decide everything. I'd rather have a rough video with a sharp hook than a cinematic one nobody stops for — and I aim content at the widest relatable angle, not just the niche faithful.
Content that feeds the machine. Posts wired to lead capture — comment a trigger word, get an automated reply, land in a sequence. Content as the top of a system, not a vanity channel.
The bookshelf behind this
$100M Leads (Hormozi) for content as a lead channel, not a hobby · Influence (Cialdini) for authority and social proof done honestly.
Where I've done it
97 views, then 438,000 — same creator. A framework built from viral-content research and viewer psychology, applied to two creator accounts in unrelated niches. One went from three-figure views to six; the other pulled 3.2M views from an 11K-follower account, with 91.9% of reach coming from non-followers.
Full story →A brand's voice on six platforms at once. Bios, profiles, and caption workflows across Instagram, Facebook, YouTube, LinkedIn, and Pinterest for a brand launching its first-ever content push — plus 8 SEO blog posts feeding search traffic.
Full story →A 10-video launch series with automated capture. Scripted for the founder, each video carrying its own comment trigger word feeding an automation that replies and captures leads on its own.
Full story →Ongoing captioning systems for multiple brands. Platform-by-platform workflows keeping domes, insurance, and coaching brands consistently visible — different industries, same discipline.
Also on the workbench
A graphics production system for a college rugby team — three content tiers (game-week recurring, pre-game hype, as-needed), turnaround rules, and a full role-assigned workflow, so a five-person team ships consistent match content without chaos.
A content SOP for an events-production company — including a hard "conditioning rule": if the on-camera talent doesn't film the minimum, nothing posts. Systems protect quality by saying no.
A 14-topic video content plan for a coaching brand, each topic paired with a blog outline — a month of content from one planning session.
A short-form content SOP turning one recording into many platform-native clips.