Revenue Diaries Entry 11

Trying something new today. Here’s what’s in today’s newsletter. It’s a long one. I don’t want you to miss out: 

• Expressive Writing as Therapy

• Leonardo Davinci and Perfectionism

• Executing a $750M Content Marketing Framework (including a template!) 

Let’s start with the “daily journaling a day keeps the doctor away.”

❤️ kyle

On Expressive Writing as Therapy

I’m not a huge fan of New Year’s resolutions. I don’t think you should wait for the new year to start something meaningful. Just do it (swoosh). But if you are looking for something to start with a beautiful January, you should try the Pennebaker experiment, therapy in the form of writing.

Let’s face it. Finding and keeping a therapist is hard. Congratulations to those who have found someone to talk to regularly and continuously. I don’t think it’s realistic for most people due to time, energy, and money. But it’s so important to work through feelings and emotions regularly. It’s also tough to find the right therapist, but that’s a topic for another newsletter. 

But that doesn’t mean you should ignore your inner voice. Instead, you should continually try to understand, support, and evolve yourself. 

I’ve found something more manageable and less resource-consuming, and it works. It’s based on the Pennebaker experiments from the 1980s. 

Formally known in higher IQ circles as the expressive writing study, it started when Dr. James Pennebaker recruited 46 undergraduate students to write about traumatic or deeply personal experiences over consecutive days. These sessions typically lasted 15–20 minutes.

You can go ahead and research the rest, but long story short, it worked. Here’s what they found about writing regularly about your inner thoughts:

Improved Psychological Well-being: Participants in the experimental group experienced immediate PAIN but reported feeling better in the following weeks. 

Enhanced Physical Health: The experimental groups also visited the doctor less frequently than the control group (crazy). They also observed health improvements by measuring things like increased T-cell activity.

Now, you are probably thinking the same thing I did, “How the hell does something as simple as writing create meaningful change?” 

Pennebaker’s research suggests that writing is not about venting but helping one make sense of the chaos in one's head. Writing forces us to slow down and organize our messy thoughts into something coherent. This process is called “cognitive integration,” which helps reduce the emotional weight of our experiences and gives us clarity.

This doesn’t mean “a journal entry a day keeps the doctor away,” but it does mean expressive writing can help you feel better. 

It’s worked for me. 

In a life where time, energy, and resources are limited, my own version of the Pennebaker experiment has reminded me that helping yourself doesn’t always require massive effort or dramatic change. Sometimes, the magic lies in something as simple as picking up a pen (or your favorite stylus) and letting the words flow.

More info on the Pennebaker experiments can be found in this paper: Expressive Writing in Psychological Science.

On 36 Hours of Driving, Leonardo Davinci, and Perfectionism

Yes, we live in the Midwest and drive long distances to see family when plane tickets are too expensive. I can feel the collective gasps from all my coastal readers. We spent 36 hours in a car over the holiday break, which means only one thing… 

Plenty of audiobook time for Kyle. 

I spent time in Leonardo Da Vinci's world thanks to Walter Isaacson. I highly recommend the audiobook, read by the incomparable Alfred Molina. 

Leonardo Davinci was a fascinating individual for a variety of reasons. The guy is the most famous artist in history (Mona Lisa ftw), not to mention an engineer, musician, sculptor, architect, and writer. However, I found Leonardo's inability to finish projects one of the more interesting aspects of his life. Many of his great visions and projects (paintings, inventions, and writings) were abandoned mid-process, leaving many of his customers pissed. 

He spent 16 years on the Mona Lisa! Can you imagine telling a customer a project has been “almost done” for 16 years? Oh, and even better, he never officially delivered the finished work to the customer. 

Collective cringe (or sense of shared understanding) for all the OCD people working tirelessly for customers and prospects. 

In today’s world, this sounds like a failure. It shows a lack of discipline. This can’t be! Au contraire, my dear reader, it’s a powerful lesson of his focus on the present. 

He was consumed by the joy of discovery and perfecting something in the moment, unconcerned with meeting deadlines or achieving external validation. His work was never about creating a legacy or receiving a pat on the back; it was about a deep focus on the topics he loved, solving problems, and pushing boundaries. 

His present-focused and perfectionist approach created his legacy (how’s that for a paradox?). I pulled so much from reading and researching all things Leonardo, but here are the four most important to my life and work.

Follow What You Find Fascinating: Leonardo was endlessly curious—honestly, it’s exhausting to think about. Focusing on his passions allowed him to become an innovator across multiple disciplines. He taught us not to be afraid to dive deeply into what excites us, even if it feels unrelated to daily work. Passion will always fuel creativity because when you work on something you love, the results often resonate more deeply and last longer. 

Value in Doing over Finishing: Leonardo shows us that the value isn’t always in finishing—it’s in the doing. The journey of exploration, curiosity, and refinement often holds more significant meaning than the final result. This doesn’t mean you don’t finish, but it does mean you are focused on the process, and not just the end product.

Never Stop Learning and Practicing: Leonardo’s brilliance came from his ability to focus on the smallest details, like perfecting the Mona Lisa’s smile or studying the flow of water. He didn’t bullshit and skim the surface. He dove deep into his work, achieving a level of mastery few could match. So, commit to going deep and dedicate the time and energy to understanding, practicing, and refining what you do best.  

Don’t Chase Recognition: Leonardo didn’t set out to be remembered as a genius. He simply followed his curiosity and lived in the present. He poured his energy into the work itself. He reminded me that the best way to leave a mark isn’t to chase fleeting recognition but to focus on purpose and falling in love with the process. 

We live in a time and place that values speed and immediate results. But, Leonardo’s life reminds us to slow down and focus on the present. Let’s stop chasing outcomes and instead focus on doing the work well. Like Leonardo, our most lasting contributions might come from how deeply we engage, not from what we finish.

On Executing a $750M Content Marketing Framework

Alright. Alright. Alright. It’s time for Part 3 of the $750M Content Marketing CREATE Framework: Execute with Your Team. 

You’ve crafted the story. You’ve centered on your audience and their needs. 

You’ve validated it through customer research and ensured it aligns with the operational and relational themes your brand wants to convey. 

Now comes the fun part: bringing it to life.

Execution is where the story and operational/relational themes turns into action. It’s where you can lean on your team’s creativity (or just your own) to create content that engages and drives results.

But execution should be spelled m-e-s-s-y. Deadlines, competing priorities, one-off needs from sales (actually, everyone), and resource constraints can turn even the best-laid plans into bottlenecks. That’s why focusing on process, tools, and the team is important. With the right strategy, you can ensure every piece of content meets your brand’s standards while keeping your team sane.

And keeping your team sane is mission numero uno.

In part 3, we’ll cover tips, workflows, and examples I’ve used over the last decade to build content engines that have influenced over $750M in pipeline creation. 

Let’s start with: 

1. Align your team around the story and its goals.

2. Streamline production with efficient workflows and tools.

3. Deliver high-quality content on time, every time.

Execution isn’t just about crossing tasks off a list, even though that’s part of it. It’s about empowering your team to do their best work.

Aligning the Team

We know what alignment is, right? We are marketers! It’s about ensuring your team understands the story, the themes, the goals, and their roles in execution. You risk inconsistent messaging, missed deadlines, and a burned-out team without alignment. 

Here are some key steps to aligning the team: 

• Start with the Story: Share the one-sentence statement you’ve crafted. Remember the story and the operational/relational themes from part 1? Make sure every team member can articulate it and understand why it matters.

• Establish Clear Roles: Define who owns what from writers, designers, project managers, and developers. Clarity reduces overlap and confusion.

• Create a Content Brief Template: Use a standard brief to ensure every content aligns with your core story and audience needs. Include key details like audience persona, goals, tone, and distribution plans.

• Communicate Early and Often: Kick off projects with meetings to review the strategy, address questions, and set expectations. Follow up regularly to keep everyone on the same page. Plan 15-25 minute standing meetings regularly 2 weeks before and after the launch of a piece of content. 

Let’s dive deeper into the Content Brief, because it’s the blueprint to all things content marketing. Feel free to make a copy of the Content Brief Template here.

The Content Brief: The Map You Never Knew You Needed

A content brief keeps your team aligned and on track during execution. It connects strategy to action and gives your team the structure they need to create effective content. Here’s what to include:

1. Project Overview

• Title of Project: A placeholder or finalized title.

• Campaign Timeline: Key dates for campaign kickoff, content creation, and launch (e.g., an 8-week lead-up to launch).

• Purpose: Why are we doing this? Include a concise description of the campaign's goals, subject matter, trends, and audience context.

• Core Insight: What unique insight or idea drives the campaign?

2. Goals and KPIs

• Define measurable outcomes, such as conversions, influenced opportunities, or conversion rates.

• Link these goals to broader business objectives and specific creative aims.

• Include non-goals to clarify what the content isn’t meant to achieve and highlight risks or past learnings.

3. Audience Details

• Persona Information: Describe the target audience, including demographics, psychographics, and relevance to the campaign.

• Audience Needs: Articulate the problems this content solves or the value it provides.

• Tone and Voice: Specify the desired tone (e.g., professional, casual, conversational).

4. Key Messaging

• The Main Story: A one-sentence statement summarizing the central theme.

• Operational/Relational Themes: Highlight the broader themes supporting the campaign.

• Key Takeaways: List 2–3 key points the audience should remember.

5. Deliverables and Roles

• Clearly outline the content types (e.g., blogs, videos, infographics) and their responsible owners.

• Provide specifics for each deliverable, including topics, formats, and any required details for execution (e.g., blog topics, webinar speakers).

6. Distribution Plan

• Channels: Detail where and how content will be distributed—email, organic social, paid ads, content syndication, or events.

• Tactics: Include specific plans like segmented email blasts, social media strategies, or ABM (Account-Based Marketing) plays.

• Optimization: Mention operational tasks like keyword targeting, landing page updates, or in-app messaging to ensure seamless distribution.

7. Sales Enablement

• Provide tools to support the sales team, such as repeatable email templates, campaign summaries, or LinkedIn posting guides.

• Include strategies for direct sales involvement, like custom workflows or training sessions.

This template is a clear map to keep your team aligned and on track while leaving room for creativity. Each section gives your team what they need to execute effectively.

Streamlining Production

Production can quickly derail if processes aren’t clear or tools don’t support efficiency. Streamlining saves time, reduces stress, and ensures you deliver content consistently.

Let’s start here.

• Standardize Your Workflow: Map out the steps from ideation to publication. Define each's key milestones (draft review, design pass, final approval) and deadlines.

• Leverage the Right Tools: To simplify workflows, use collaborative platforms like project management software (Asana, Trello), and content creation tools. Tools like AI-powered writing assistants (we use TOFU) can speed up drafting and editing.

• Batch Tasks: Group similar tasks (brainstorming, drafting, editing) together to maintain focus and momentum.

• Create Templates: Develop templates for blog posts, social media updates, and other recurring formats. This eliminates repetitive work and ensures consistency.

Remember to automate where possible, such as using AI tools to draft copy, generate ideas, or analyze performance data. This will free up your team to focus on creative, high-value work.

Deliver High-Quality Content

The best strategy and processes won’t matter if the final product doesn’t meet your quality standards or resonate with your audience. Quality builds trust, credibility, and engagement.

Delivering high quality can be helped by thinking about the following things:

• Adopt a Quality Assurance (QA) Process: Implement a final review step to catch grammar, design, or messaging errors before publication.

• Review Against the Brief: Ensure the content stays true to the audience, goals, and story defined in the content brief.

• Encourage Feedback Loops: Post-production reviews and team debriefs can highlight wins and uncover areas for improvement. Build these learnings into future processes.

• Focus on Audience Needs: High-quality content isn’t just polished; it’s relevant and valuable. Review drafts through the lens of “Does this help our audience solve a problem or meet a need?” And does it fit our operational and relational themes? Is it helpful and meaningful?

Execution is where your content strategy turns into real impact. Align your team, streamline the process, and deliver quality work that resonates with your audience. It’s not about perfection—it’s about progress and consistency. Use the frameworks and tips here to cut through the noise, stay focused on what matters, and keep building content that drives results. Now it’s time to put it all into action. Let’s get to work.