if your content gets views but no clients, do this

Most founders are still creating content like creators when you need to be posting content like an architect because a founder-led business needs content that behaves like a sales team, a trust engine, and a customer journey all at once. It's a hard balance to find. I get it, which is exactly why I built the Content GPS, which does it for you.

It has 180 components mapped across seven core stages, and today it runs the social media engine behind my 3 million followers and a business doing over $14 million a year led by organic content. First things first is we've really got seven core components to a Content GPS. We have traffic, right?

Actually going and generating traffic on platforms like YouTube, Instagram, X, and LinkedIn. When I'm going and helping founders, I think it's important that you think about are you more of a writing-first founder and thereby going on platforms like X and LinkedIn, or are you more of a video-first founder? And in that case, you may go and choose platforms like YouTube and Instagram.

And so then when it comes to leads then, okay? The big thing here obviously is we want to be driving people to an email list. You're going to convert around 37 times better via your email list than social media, and most founders aren't even thinking about really owning that audience.

Now, the best way by far that I've ever found to go and capture people from my audience and convert these people is contextual lead magnets. So here you can see my lead magnets and opt-in pages. What I've gone and done here is that basically over the last 4 years building my personal brand, I think about creating topics around like my ikigai or helping people get more of their time back, my personal board meeting.

And I've gone and synthesized some of these things that I just naturally do daily, and basically I've given it all away, okay? And what I'm doing there is essentially going and taking the given system, so let's just say it's something like this perfect day assignment or something like my, you know, CEO time leverage audit. What I go and do is put this behind a landing page, right?

And so every single lead magnet gets a landing page. In this case, it's how to run a content system that actually works, right? People enter their name, their email, right?

Their phone number, and then in exchange for that, they're going to go and get this free thing. Now, that allows me to then go and market these people off of social media in a more intimate, rich way, like email or like text. And in exchange, they go and they get the actual lead magnet itself.

So, in this case, it's simply just a Google Doc. The cool thing here for you, right, is don't overcomplicate lead magnets, right? They don't need to be some fancy PDF or some insane tool.

If you're just getting going, just start with a simple Google Doc around your expertise, giving away something that you think would be really valuable to your audience. That's kind of that lead magnet piece. The next piece here is then conversion, okay?

The big piece with conversion, right, is nailing your nurture sequence. When someone goes and gets that lead magnet, they're added to an email list, and over 9 days, they're going to get five educational emails and five FOMO emails driving folks to, in this case, his Wealth OS, which is his kind of educational program he's building around his wealth management firm. Now, on the sales side, the most important thing here that I think a lot of people screw up is really the most valuable page in the whole sequence, which is your version of this founder os.

com/apply page. Typically, what you have is all of your social media, right, directing to core lead magnets, and then you're driving people to some sort of link. And so, what you want to have is a page like this, right?

I call it my apply page, and the winning page here has a bold headline that allows people to understand exactly what you do. In our case at Founder OS, it's helping people build a social media machine for them, right? We work one-on-one with you to install the exact systems behind my $15 personal brand and drive, you know, its you know, growth, right?

And then we have a video sales letter here that gives people a sense of what we do, what it's all about, the kind of people that we've worked with, and then allow people to go and book their brand strategy call. This then leads people to a brief 10-question application, and this is a smart router that then routes the right people to the right product. And so we're only getting on calls with folks that make sense for what we've got going on, and the rest of folks will just get sent to an offer that's right for them.

Now, the offer, right? This is one of your most high-leverage aspects of the whole GPS. This is obviously where we're going to actually make money.

And so when in doubt, if you're not really hitting your profit goals in your business, and you're finding that, you know, your close rate is below 20%, chances are you probably need to take a look at that offer and go and dial it up a bit. From there, it's your delivery end. Most businesses, after they've nailed the offer, the next area that they break is their delivery.

Now, systems then are what kind of bring it all together, right? And here, the big thing is that we want to make sure that if you're building this, right? You got time to actually build the business.

You know, I really talk about in my content all the time the difference between creators and CEOs, right? Creators go and make money from just making content off the backs of ads, but that's not like you, and that certainly ain't me. And so what we need to be focused on is having the right systems around us so we can go and, you know, hit it and quit it with content, right?

And be able to do, you know, a bunch of videos, bunch of content over a couple days, and then have 2 months back to then focus on the business. And so when it comes to your platform strategy there, okay? The big thing here is then going and translating that GPS to the core platforms you're on.

So, let me show you how I think about this for say LinkedIn. On LinkedIn, I've grown my audience here to over 908,000 followers, all organically over the last few years, okay? And across every single piece of content here on this page, you know, we'll click into any one of these, you'll see that it's always a banger hook to go and stop the scroll, okay?

Which you can see here, Steve Jobs once said, "The most powerful person in the world is the storyteller. " Then there's long-form value here, and you can see this is all easily scannable. And so, we always have these value-dense images as well on LinkedIn.

And then, making sure everything right in terms of the CTA is contextual to what's above. So, obviously I'm talking about storytelling in this post, and I'm giving people a storytelling growth assessment. Now, similar here on YouTube, right?

The flow here is we can pick any given post here. You know, I just put up this one here, which is "If I wanted to build a personal brand in 2026, I would do this. " It's about a 17-minute video.

In minute four, roughly, and minute 12, we're driving people down to the link in the description to get a lead magnet to help them go and scale their personal brand. Okay? And so, again, the lead magnets are always contextual to the piece of content.

And then, you can see I'm also driving people to go and work with me, which leads people to that core apply page I was going over earlier, right? So, we're driving all traffic once people are nurtured to this core apply page. Headline, VSL, and then the application link.

If you're looking at what this looks like across my whole business for a second, okay? This is what, you know, Founder OS looks like in a nutshell, right? So, I'm driving traffic across platforms like YouTube, Instagram, X, and LinkedIn.

I have my email sequences, email courses, and lead magnets like I just showed you. Now, all of those different nurture sources then lead people to our different monetization opportunities. Our core product is called Founder OS Velocity.

That's where we go and build your social media machine for you. Over the course of 60 days, we deliver over 50 assets to help you with all the core infrastructure behind building an amazing profitable personal brand, as well as your company brand. Things like your landing pages, lead magnets, content machine, conversion assets, you know, all the stuff that I've gone over here is what we build for founders for them in just 60 days.

Just showing you kind of how I look at this stuff. And so here we can see that we've done just that for James here, okay? We've gone and shown, you know, LinkedIn, YouTube, his newsletter and podcast, and then all the different formats we're going to be doing inside of that.

When I think about the formats that really are working best for me right now that I think you should look out for your own market, number one are screen shares, right? Going into showing behind the scenes, just like I'm doing with you right now, on what you actually do. The second type is going and showing yourself with clients actually helping them.

I've done this with folks like Ali Abdaal, Blake Rocha, so many others, right? On these whiteboard sessions that I've become known for. The last type is really just having some fun and having like a wild card type category, right?

Not everything needs to be, you know, so rigid. And I've done this with things like vlogs I've done snow boarding in Japan to this video over here, you'd be richer if you relax that I filmed in the Dolomites randomly, right? And so I think a mix of your own kind of personal narrative, vlog, like fun stuff, some stuff showing you with clients, and then some screen share stuff is what's going to really work on platforms like YouTube these days.

Now, on the newsletter side, the best thing to do there is just make sure you're publishing once a week. When it comes then to the content pillars, okay? I think too many people get caught up in their content pillars trying to perfect this.

At the end of the day, you want to just get into the details pretty fast. So, here for James, right? We modeled out, you know, I'm really making sure that he's speaking about things like wealth, tax strategy, his own story, and then his unique method.

But I think it's important to quickly get into the details. And let me show you what I mean by that. I like to use a platform called One of Ten as an example, right?

And inside of One of Ten when I'm thinking about my own YouTube videos, right? I have a bunch of bookmarks in here. I have bookmarks for my ideas, and I have bookmarks for thumbnails.

And so if you go into my different ideas here, I can go and sort these via, you know, what I've gotten the most views. And here I can see a ton of different YouTube videos, right, around the kind of stuff that I think these title patterns in these is pretty interesting for how I could package my own content. The number one way to go and just break from all the noise and boring in those industries is to package your content, your business, your brand in an innovative way looking at the best outliers that exist out there.

And that's exactly what platforms like One of Ten help with. So, from there, right, when we think about CTAs, right, some folks are saying like, "Well, what the hell, we're only doing lead magnets here? We're never actually talking about our business.

" Here's the deal. I want you to be able to build a brand online without selling your soul. And if you're constantly just going and telling people, you know, "Buy my thing.

Buy my thing. " you just end up sounding like some salesy piece of right? And so, what we want to do is be insanely generous with people.

And about 60% of the time, we want to be driving people to these amazing lead magnets that provide a lot of value, right, and show a ton of goodwill. Then about 20% of the time, right, we can go and just make direct offers to people, right, actually just going and selling your thing. And then 20% of the time it could be, you know, driving people on Instagram as an example to things like DM triggers, right?

So, in this case, it's things like, you know, "DM me tax and I'm going to send you an optimization guide. " From there, inside of Instagram or LinkedIn, when people have gone and DM'd you for that given lead magnet, you can then engage in a conversation with them or have a setter on your team engaging in conversations. And if that person seems like they're in the market for what you do and seem like they're in the buying pocket, going and setting them to your sales team to close up that deal.

So, the content waterfall. So many of you guys come to me because you want to learn how to go and turn your pillar piece of content into 22 other formats. These days, some of the best ways to do this, right, are using your YouTube videos, right?

So, YouTube videos can easily go and become things like YouTube shorts just by going and cutting the best moments. You know, inside of a YouTube video, you typically will go through say three to five different sort of parts of a value structure and any one of those pieces could easily be cut, right? And become a standalone video.

Now, you have all this content mapped out, right? The big thing now is getting your content calendar going. So, here you can see this is me going and actually working with James to go and show him exactly how I'd think about his posting schedule going forward, okay?

Number one here is I want to make sure that James is posting one YouTube video a week. On LinkedIn, we want to be posting every single day at 8:00 a. m.

EST because I've seen in the morning in your given market being the best time to post on the platform. From there, one podcast is released every week, which is really just taking that YouTube video and then uploading it to Spotify and to Apple Music. And then he's got a couple IG posts going out per week because, you know, honestly, just being on LinkedIn and YouTube for now is enough.

We're just doing a little bit on Instagram with some of those content waterfall cut downs, keeping to a content strategy that feels sustainable, right? And not trying to do too much at once and then, you know, just having him give up. From there, you know, I've gone and generated a bunch of proven hooks across all of these different content categories, right?

Now, when you're going and coming up with hooks for your content, the best place to come up with hooks is by using a course survey you can go and send to your customers, right? Ask them what's their biggest goals, what are their biggest challenges, and what do they most want your help with? Inevitably, content, like any product, is there to go and serve people.

And there's no better people to serve than the folks that are already paying you money. And so, that's exactly what I did here. I generated over 32 proven hooks across each of these categories: wealth architecture, tax strategy, the Mitchell Method, and the Builder Story to make sure that James is essentially always drowning in great content to create.

There's no reason when you're building content online for you to be wondering what your next content idea should be. That is the content GPS, which is in Founder OS, one of the core pieces that we go and install inside of founders' businesses for them. You know, I'm talking about going and getting on a one-to-one call with a founder right when they join.

From there, we go and chart out their brand positioning, get their content machine built. We go and get your VSL and your conversion assets all in place. And then from there, it's really going and implementing this not just in your business with you, but making sure your entire team is leveraged as well.

And so, if that's interesting to you, you should definitely go and check out Founder OS. You can go and find a link in the description here. Go and check it out.

Book a call with my team. Much love. If you liked this video, you would love this next video on how to go and craft your brand positioning.

I'll see you over there. Be sure to like and subscribe, and let's win together.