Wednesday, November 20

In 90 days, we helped an agency owner gain 11k followers on X and 35.9 million views.

Today, I want to break down our exact strategies so you can use them also.

I'm about to break down the content strategy we used to help one of our clients 10x their following, 4x their reach, and attract high-quality inbound engagement - including the man himself, Elon Musk, and the CEO of Siri.

This framework works whether you're just starting or already have a small following.

We've used the system to help multiple creators build powerful personal brands.

And the best part?

You can start implementing this today.

No fancy tools, no paid ads, just pure strategic content that converts.

1. AUDIENCE RESEARCH

First, let's talk about why most people fail at content creation.

You see, most people jump straight into posting.

I can totally see why, you see people making a living doing what they love, or you see competitors flexing the leads they’ve gotten from content.

But you can’t skip this first step:

Audience research.

It's like trying to cook a meal for someone without knowing their dietary restrictions or preferences.

Before our client came to us, all they were doing was:

• Posting random business tips

• Sharing generic growth advice

• Creating content that looked like everyone else's

So it wasn’t surprising to see he was only growing about 2 followers a week. Sometimes none.

Here's why this approach fails:

When you're speaking to everyone, you're speaking to no one.

I see many agency owners and consultants posting generic business/niche content, wondering why they're not getting any traction.

They're throwing spaghetti at the wall and hoping something sticks.

Instead, here's the exact 3-step research process we used:

1. Deep Dive Questionnaire:

•  What's the biggest challenge in your business right now?

•  What solutions have you tried before?

•  What would success look like in 12 months?

•  What's stopping you from achieving that?

2. Competitor Analysis:

• We analyzed 100 posts from top performers in the niche

• Identified content gaps, they weren't addressing

• Found unique angles our client could own

3. Survey Results Organization:

We created "Pain Point Clusters" - grouping similar challenges together.

For example, in my agency, we discovered three main pain points:

•    "I'm creating content, but it's not converting."

•    "I don't know how to stand out in a crowded market."

•    "I can't consistently come up with good content ideas."

This research can completely transform your content approach.

Instead of generic posts like "5 ways to grow your business," you can create specific content like:

"The exact content system that helped our agency client go from 2 leads per month to 15 leads per month (without posting more frequently)."

These types of posts speak directly to the people you want to attract AND because it’s specific, it’s more valuable.

Speaking of generic content.

The second step is what I call "voice mining," and it's absolutely crucial.

2. VOICE MINING

Your brand voice is like your content's DNA - it needs to be unique to you.

Unlike video or photos, where people can pick you up…

… when you’re competing on text platforms like LinkedIn, X, and threads.

Most of the content you’ll do is written.

In order to stand out, you need to have a written content brand DNA.

The voice, the style, the values.

So this is what we do when we’re about to start for a new client.

We analyze our client's existing content, internal messages, or SOPs and find and mine for recurring phrases and values they lead with.

Most people completely mess this up.

Think about it—in a sea of corporate speak and jargon, authenticity stands out like a lighthouse in the fog.

Let me show you what I mean:

Generic Voice: "Implement strategic initiatives to optimize your content workflow."

What does that even mean?

Our Client's Voice: "Stop overthinking your content. Here's how to create bangers in 20 minutes flat"

It sounds real.

It speaks from their age and experience.

So for you to do the same, here’s our exact voice mining process:

Content Audit:

• Analyzed the top 50 performing posts

• Identified patterns in language and tone

• Created a "voice matrix" with four components:

  • Personality traits (e.g., direct, witty, practical)

  • Power words that resonated

  • Sentence structure patterns

  • Unique expressions

When you’re creating your voice guideline, there’s some principles you need to stick to:

• Use conversational openers (“Look, here’s the thing”) → This makes your copy easy to read - especially longer posts

• Share behind-the-scenes insights → Anyone can write tips; no one else can talk about their experience “getting their first client through a friend of a friend who then turned out to be a jerk”, right.

• Add personality markers → I don’t mean to speak with slang but write like the way you talk. When you start doing videos or when prospects hop on calls with you through content, they’ll feel like they already know you. It’s the power of creating parasocial relationships through social media.

 Just before we cover the next point, here are some don’ts:

• Don’t use corporate jargon

• Don’t be too formal in your structure

• Try to avoid generic motivational quotes

We tested different voice elements across our network of 20 accounts and found that the best brands combined a casual tone with data-backed insights.

A great example is Neil Patel’s social media accounts - swipe from that when you have time.

Now, the third step is what I call the "Triple Threat Content Strategy."

3. TRIPLE THREAT CONTENT STRATEGY

This is where most people get it wrong - they focus on just one type of content.

But to grow, especially if you’re new on these platforms, you need three content buckets:

1. Viral content that grabs attention

2. Competence content that builds authority

3. Insight content that qualifies leads

Let me break down each type with real examples:

Viral Content (20% of posts):

• Borrowed authority: "Alex Hormozi’s cold DM strategy..."

• Trending: "How Trump won the election through podcasts" (another video on that soon maybe)

Both these types of posts are designed to grab attention through what’s happening in the world or in your space right now.

But remember, viral doesn’t necessarily mean you must go super broad with your content.

Stay on a niche, but package your content and find angles in a way that draws the most attention.

The second type of content:

Competence Content (40% of posts):

• Case studies: "How we turned 1,000 followers into 11,000 in 90 days (full breakdown)"

• Process reveals: "Our exact content creation system (templates included)"

• Results screenshots with detailed breakdowns

• Behind-the-scenes looks at client wins

This proves you know what you’re doing and will play a huge role in converting the follower you gain across your social media profiles.

Walk the walk. Collect and document as you do your work, you’d be surprised at how easy this content bucket is to write up.

Lastly, the third and final bucket.

Insight Content (40% of posts).

Examples of these can be:

• Deep psychological insights: "The real reason your content isn't converting (it's not what you think)"

• Industry pattern recognition: "3 shifts happening in content marketing right now"

• Unique methodologies: "The CPRA Method: Our framework for creating viral hooks"

Again, just like competence content, this cements your authority on the platform - but also positions you as a thought leader.

Remember, each type serves a specific purpose:

• Viral content expands reach

• Competence content builds trust

• Insight content qualifies leads

Now of course, content is the attention grabber for your business.

But like myself and all the agency owners we write for our goal and that is?

Conversions.

The fourth step in going from 0-10K followers is setting up what we call the "Conversion Bridge."

4. The Conversion Bridge

Most people get followers but need help to turn them into leads.

When we started with our client, they had the same problem - 1,000 followers but zero inbound leads.

Here's our exact conversion system, which is really simple.

1. Content-to-Lead Pipeline:

• Every performing post links to a relevant lead magnet

• Case studies include clear next steps

• Bio optimization for lead capture

2. Call-to-Action Strategy:

We tested multiple CTAs:

• Direct: "DM me 'template' for our free guide."

• Curiosity: "Want to see how we do this? Link in bio."

• Value-First: "I created a free guide breaking this down step by step."

Our funnel works like this:

People see your content, then they have a few routes.

→ They become followers to be nurtured

→ They sign up to your email list for your lead magnets, where you nurture them to book a call or buy a product through your email sequences and campaigns

→ You get them to DM and start a conversation with them that can potentially go towards a call.

Social media is amazing. But without at least one of these 3 funnels behind your content, lead generation will be extremely slow.

Here's the part most "gurus" won't tell you about.

You can have the best content in the world, but you're just shouting into the void without proper distribution.

And that brings us to our 5th point.

5. DISTRIBUTION

When our client started, they were making a classic mistake:

Post and pray.

You know what I mean - write a post, hit publish, and hope for the best.

Their average engagement? 1-2 likes per post.

However after implementing our distribution system?

They were able to get millions of views a month.

Here's the thing about social media algorithms:

They're like compound interest for engagement.

The first 30 minutes after posting determine if your content flies or dies.

This is why strategic distribution is non-negotiable.

Let me break down our two-pronged distribution approach:

1. The Strategic Commenting System:

First, let's talk about organic commenting.

Your social media profiles will only reach their full potential with a solid engagement strategy.

You can write content, but if you don’t engage, people will lose their incentive to comment on your posts.

It’s simple human reciprocity.

Now, I’m not saying just spam the timeline with AI comments because 90% of people mess up here.

Some of the comment mistakes we see are:

• Drop generic comments like "Great post! 🔥"

• Try to hijack conversations with their pitch

• Comment randomly without a strategy

Here's our exact comment strategy that helped our client 4x their reach:

The 30/60/10 Rule.

The 30/60/10 isn’t set in stone, but this helps guide your and your team’s efforts when your engaging on social media.

• 30% Value-Add Comments: Add insights that expand on the original post

• 60% Story-Based Comments: Share relevant experiences that validate the post

• 10% Question Comments: Ask thoughtful questions that spark discussion

Example of a Value-Add Comment:

Original Post: "Content consistency is key to growth"

Bad Comment: "So true! 🎯"

Good Comment:

"True, thought I’d share what's helped us stay consistent with content:

- Monday: Write all hooks

- Tuesday: Expand main points

- Wednesday: Add examples

- Thursday: Edit everything

This reduced our content creation time by 62%

Do you use a similar system?"

Now here are some rules for you to get a solid commenting routine down:

- Set up post notifications or set up a list of 10-15 key accounts in your niche

- Commit to commenting for 15 to 30 minutes a day

From our data, we’ve seen that our LinkedIn and X impressions skyrocket from this.

Let's talk about retweet partnerships, our secret weapon for instant distribution.

2. Retweet Partnership System:

A retweet partnership is NOT just randomly asking people to retweet your stuff.

It's building a strategic network of peers who help amplify each other's content.

Platforms like X are great because if you can get a significantly bigger account to retweet your smaller one…

Even if you’re at 100, 50, or 1000 followers, you can tap into a significantly larger audience size.

Here's our exact process:

A. Partnership Identification:

• Find 10 accounts in your niche with a higher follower count (within the 50% range)

• Look for accounts with high engagement rates

• Ensure their content aligns with your brand

And instead of just asking for retweets, we:

1. Engaged with their content for 2 weeks

2. Send them a private DM - it’s that simple

There's a faster way to this; if you need help send me a DM on X.

Remember: Distribution isn't about gaming the system.

It's about being strategically consistent and providing value at scale.

Retweets and comments won’t help you grow if your content is bad.

For the last and final point, this is just going to be a quick one, but for our clients and my own accounts, we keep a very close feedback loop.

We review our analytics every 7 days to ensure we can find what is immediately working.

Social media moves fast.

Some hooks that worked last month won’t work this week.

So you have to always be on the lookout for what is working, whether that’s by watching other accounts in the space or your accounts.

Now that you know the framework, I hope you take this away and take action on it.

See you in the next one.

Ephraim

How I can help:

📣 Partner with me to build your personal brand here