Content creation is now a non-negotiable marketing skill that every CEO needs to adapt to. So how do you actually grow your audience without feeling like you're cosplaying an influencer instead of being a business owner?

We have to start seeing marketing and content creation as 50% of the business. It's literally the main way that most CEOs are growing their businesses these days.

So there are 3 main types of posts that I want to expand on today:

• Big viral moments (brand awareness and brand reach)
• Mini viral moments (reaching adjacent communities)
• Micro-viral moments (deepening current communities)

Half the time, when we think of content that is growth oriented, we're trying to hit all three areas. We want it to go mega viral, reach relevant adjacent communities, and deepen our current community all at the same time. This thing is, that's just not how things typically work.

So many people are still looking at content on a binary scale. Like, you're either a content creator or a business owner. But backing yourself into a corner where you're only identifying with one archetype actually does have it's cons. Whether you're a creator, an influencer, an online business owner, or a thought leader, their are pros and cons to each approach.

What is the archetype that we wanna co-create in order for you to actually work towards growing your audience in 2026? Personally, I've found the "founder archetype" to be a really beneficial framework to create a nice balance. I'm giving you the framework to take all of the pros from the previous archetypes and filter out the cons as a founder.

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