Content Operations
State of Flow
Learn how teams build channels that grow sustainably — with systems, not stress.
How a content team stays on schedule: one hub, short calls and clear escalation
How Tristan Kermode ran content for Iman Gadzhi, cut down to what a smaller business can copy this month.
How to run a creator ad program on a small budget
The useful parts of Wispr Flow's creator ad program and Vadim Strizheus's format tests, resized for a company without venture money.
Let them see why it costs more
A stonemason's behind-the-scenes videos helped me choose him at a higher price. If you charge a premium, give customers something concrete to judge it by.
Give people something they already understand
We compare Clipflow to familiar products when it helps someone grasp the workflow. My rules: have a reason, don't run the other business down, be truthful.
Delete the content step you cannot defend
Hormozi asked who decided every video needed color grading, and the room went quiet. Run his three questions on your own pipeline in about an hour.
What was this post supposed to do?
Our broad reels got views, while plain talking-head videos seemed to bring more relevant conversations. I now name a post's job before I check numbers.
Trial reels gave us room to experiment
When a concept shows promise, I'd change the hook, music or edit and post it again before moving on. Start with one or two versions.
The trust loop is the content formula that actually compounds
Name a small problem, walk through every step, deliver what you promised, repeat. A bookkeeper showing three invoice fields gets DMs a tax hook won't.
Their head start wasn't our direction
We built from problems we knew from our own operation and left their feature list alone. Eventually they proposed a merger and we formed Realbase.
Some businesses are harder to film
Darrell and I call it content genetics, how much the subject itself helps. You can watch a building change. Software makes me look for the useful lesson.
Reserve one slot a week for untested swings
Copying outliers caps you at the best of your reference set. Hold one weekly slot for an idea with no external proof, sourced from a customer conversation.
Don't leave a ready customer waiting
I followed up with a supplier three times in a week, then another company signed me up that day. Before spending more on leads, check who replies.
They've paid. Now deliver.
Taking money up front is fair, but the customer is now waiting on you. Let them see the work progressing and keep replying the way you did before the sale.
Assets don't pay the bills
Building the retreat meant a lot of money going out before any came in. An exit doesn't spare you from asking when the new work starts paying for itself.
Getting paid is part of the job
We sent invoices every Friday and my mum phoned the customers who hadn't paid. Automated reminders get ignored, so someone has to own the follow-up.
You can drown in internal tools
A finance founder I spoke to built a content system and later moved to Clipflow. Before you build, decide who looks after the tool after version one.
One message, six formats: content planning that compounds
Pick one sentence you want followers to remember by Friday, talk it through in a twenty-minute recording, and pull every format for the week from that.
Automate repeat work
I ask whether I'm repeating a predictable task or learning something that should shape what we build. I automate the first and keep doing support myself.
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