In creating content and building product-led growth, I don’t start with platforms, trends, or formats. I start by understanding the psychology behind actions (why people act the way they do), what they’re trying to become, and what’s currently getting in the way. From there, I design content systems that show value and relevance. The content must earn trust and aid into growth.

This approach works for every product and stage in a user’s journey. Content might change, but the system remains the same.

Here is how I approach it:

1. My Process

Before content, I map the audience’s internal narrative.

This goes beyond demographics or surface-level personas. I focus on:

• The job they’re trying to get done

• The emotional tension they’re sitting with

• What they already believe (and what they get wrong)

• The language they naturally trust

Most content fails because it speaks from the brand’s perspective, not the user’s reality. My goal at this stage is simple: understand the story users are already telling themselves.

2. Narrative Positioning (Owning the Voice)

Early growth isn’t about saying more things. It’s about saying fewer things more clearly.

At this stage, I define:

• What the product stands for
• The core narrative it will repeat relentlessly
• What it will intentionally not talk about

This becomes the foundation for voice, tone, and consistency. When narrative is clear, content stops feeling scattered and starts compounding.

3. Content Pillars to Content Systems

I don’t treat content as individual posts. I treat it as a system.

From the narrative, I define a small number of content pillars. Each pillar is designed to show up in multiple ways:

• Education (clarifying the problem)
• Story (human context and lived experience)
• Proof (signals of credibility and progress)
• Engagement (inviting response, not applause)

This allows content to scale across platforms without losing coherence. The goal is repeatability, not constant reinvention.

4. Attention & Hook Design

If content doesn’t earn attention, nothing else matters.

My background in email marketing trained me to obsess over this. I approach every piece of content the same way I approach a subject line:

• What makes this immediately relevant?
• What belief am I challenging or clarifying?
• Why should someone care right now?

Hooks are tested, refined, and learned from. Attention is engineered through iteration.

5. Founder & Product Storytelling

Founders don’t need to “create content.” They need a system that captures what’s already happening.

I focus on:

• Documenting real moments instead of manufacturing stories
• Turning product decisions, struggles, and progress into narrative assets
• Making the founder and product feel human, not performative
• This builds trust naturally and gives the brand depth beyond marketing messages.

6. Built‑In Conversion Loops

Content should move somewhere, without feeling forced.

I design content so that conversion is a natural next step:

• Content feeds email
• Email deepens trust
• Trust drives signups, waitlists, or community

This is where content strategy and product marketing meet. Conversion isn’t an additional feature, it’s embedded into the narrative flow.

7. Measurement & Feedback

Early on, I prioritize signals over vanity metrics.

What I pay attention to:

• Replies and DMs
• Saves and shares
• Quality of engagement
• Repeat interaction

These tell you whether a narrative is landing long before scale metrics catch up. Data guides direction, it doesn’t replace judgment.