August 13, 2026
I've had clients join calls from interesting places.
One regularly had me on zoom while she was getting her hair done.
One apologized for the phone going dark every time she walked passed the Russian embassy.
Another joined just after a pretend tea party with his daughter and was still sitting at the pink table with his hat and gloves on.
When I started my content agency four years ago, weekly calls with clients were standard. We'd check in, gather content, share ideas, and prep posts for the week ahead. But last summer, I threw that out the window.
We always had a good time catching up (and I loved seeing pieces of their interesting lives!), but I soon realized most of our clients don't actually like being on calls.
They're in meetings all day, taking their kids to sports, prepping to speak on stage, getting Slack messages from their team all day long. A weekly call to gather content and share stories was beginning to feel tedious.
Plus my calendar was also feeling the burden as business grew, and I didn't want to run the type of business that required me to be glued to my screen from 9-5 every day.
But we still needed to write...
- 12 LinkedIn posts a month
- Newsletters
- White papers
- And outbound messages
All in the executive's unique tone and voice.
So we decided to try this: one 1-hr clarity call each month (strategy and analytics) and one monthly 30 min. interview call (podcast style). We get a month's worth of content in just 1.5 hrs on calls each month with each client.
Here's the step-by-step process:
Step 1. Pre-call researchโ
Before each monthly content interview call, we review current, relevant news in their industry, pulling in custom newsfeeds using Claude and Apify.
Step 2. Interview callโ
We arrive with at least five prepared questions. The client is never asked to "bring ideas" to this call. Every question is framed around their content strategy, plus the specific content types we've defined for them (carousel, video, infographic, etc.).
Step 3. Post-call extractionโ
We devour the call transcript, chat with it, and squeeze the juice out of every idea like it's the last lemon on earth. Every idea gets saved as a new draft, color-coded to its content cluster.
Step 4. Ongoing evergreen idea sourcingโ
The monthly call and its extraction cover one point in time, but ideas keep flowing between calls too. Clients have direct access to us via Slack, so they can send articles, voice notes, random thoughts, photos from their latest trip, whatever's on their mind.
Step 5. Batch, deliver, postโ
Once content is published, we review and repurpose the high performers. If an important post flops, we test it again with a new angle and hook.
It's taken about four years to get this process down, and we're always asking clients how it can be better. One year later, we have more substantive conversations, more ideas flowing than ever before, and the client's time (their most precious resource) remains protected.
I'm writing this to let you know that if you've ever felt like something's wrong with you because your best ideas won't turn into a clean, ready-to-post thought... nothing is wrong with you!
Complex thinking doesn't compress into a caption on its own. It needs a process to translate it. That's exactly why ours took four years to build, and why we're still refining it.
Your ideas aren't the problem. You just need the right system to get them out. I hope this makes it a little easier for you to share your genius with us, because my goodness, we need it.
And if you have a billion ideas in your head and no idea where to start, here are the first five posts I always recommend for new clients, and they never fail:
Keep showing up,
Brynne
And when you're ready, here are 3 ways you can work with me:
- Send me one of your geeky topics and I'll send you an free idea for a post
- Ask me to review and edit your LinkedIn profile
- Have our team of humans manage your LinkedIn & Substack on retainer
Just reply here and I'll send you more info.
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