The Content Strategy Builder I Used to Create a $120k/Year Personal Brand

How to turn your content into a consistent flow of leads (free mini-course inside)

I published my first piece of professional content in February 2020.

But for the next 4 years, I quit more times than my fingers can count.

Now, I run a 6-figure business because of the leverage I get from the content I create.

0 outreach.
0 paid ads.

So what went wrong in those first 4 years?

Well, I had no content strategy.

That’s all.

Everything I published was just a bunch of random ideas.

There were days I’d wake up with absolutely no idea of what I was going to share.

So I’d skip a day…
Then another…
And then another…

Until I’ve not posted anything for an entire month.

This scenario is all too common.

But there’s another manifestation of this too…

You’re posting day in and day out, but nobody cares.

Eventually, you get fed up and throw in the towel.

I’ve been that person too.

In 2022, I quit LinkedIn because my referral network was in full flow.
I hadn’t needed to apply for work for 2 years.

LinkedIn had just updated the algorithm, and all of my posts were now falling flat.

I couldn’t see the value of being on the platform… so I quit.

Looking back, the problem wasn’t the algorithm.
It wasn’t the platform.
It wasn’t even the content.

It was the fact that I had no way of understanding what was working.

Everything I posted was disconnected.

There was no clear:

• Who I was speaking to

• What problem I was solving

Or how any of it linked back to my business

So when engagement dropped…
It felt like everything stopped working.

And when you can’t see progress, you assume there is none.

When I came back to LinkedIn in 2024, I did one thing differently:

I built a content strategy before I wrote a single post.

I got clear on:

• My unfair advantages

• Who I serve

• The problems they face

• My content pillars and themes

• When to post what

• Distribution

Every post had a purpose.
Every idea fed into a bigger system.

And for the first time…

I could actually see what was working.

Funnily enough, my engagements didn’t even get higher.

But I was hitting the people I needed to reach.

Because of this, I went from making around $24,000/year…
To over $120,000/year from just a handful of clients.

All from content.

No outreach.
No paid ads.

So here’s the gist:

If you’re struggling with content, it’s usually not because you’re not trying hard enough.

… Or that you suck at marketing.

These may be a factor, but it’s highly likely that whatever content strategy you’re following right now (including no strategy) sucks.

And when that’s the case…

You will quit.

So here’s the shift:

Stop thinking about content as individual posts.
Start thinking about it as a system.

I’ve broken this entire system down into a simple framework.

Not just what to post…

But how to build a content strategy that generates leads.

If you want to see how it all fits together, you can get the full mini course here: