Everything is content
If it happened, it’s content. If it’s content, it’s leverage.
Real life or fiction, everything is content. Whether you write, record audio or create videos, these assets are your form of leverage. Most people now understand that distributing your ideas builds real value for your audience, and if done right over time, it creates opportunity.
From LeBron’s Uninterrupted to Kevin Durant’s Boardroom, to executives becoming creators, these are all examples of content used as compounding equity. Media is their leverage.
This edition explores how today's most iconic figures think in content stacks. Implementing strategies that don’t just drive performance, but compound into impressions, engagement, and IP.
(Oh, and check out the latest Mind the Game podcast with Kevin Durant.)
Everyone’s selling something. And the reach of one well-made piece of content can far outweigh the time it takes to make it.
It sure beats pitching your ideas to everyone at the local café. But to make your content actually work, the strategy behind it matters even more than the content itself.
This is where you start thinking in layers of value, all built from a single moment. A performance, a deal, a launch, a life event, it doesn’t always need to be planned. But it is the seed. And from that seed, you build.
People resonate more with the quirks than a perfectly executed content strategy. What matters is how the audience gets in. For people to relate and eventually share, you need to guide them with a story. We collectively are attracted by stories, providing us with insights on why it matters or giving us a feeling of how it felt.
You’ve got the raw experience. You’ve opened the door with access. Now it’s about landing it with the right audience, in the right way. This is where packaging and distribution come in.
The smartest creators already know: building “digital mass” through content, visibility, and tools creates gravitational pull, drawing people closer until they’re ready to convert.
Forget old-school funnels. Instead of pushing people through awareness > consideration > decision, they’re building valuable digital assets that live where the audience already is. The more useful, visible, valuable your presence, the stronger the pull.
From Reels to Netflix blockbusters, every piece plays a role in your orbit. The goal isn’t just to influence the moment. It’s to multiply and monetize it without duplicating content.
A classic distribution strategy used in the media industry is ‘windowing’. It releases content across platforms and formats in phases. Done right, each platform reveals a different side of the same story. That means wider reach, without duplication.
Look at how Taylor Swift distributes her tour. First, there’s the live experience, priced at €200. Then comes the movie and book, landing in theaters and bookstores for around €20. And finally, she releases it online, accessible to anyone in exchange for an email address.
It’s how you maximize the return on IP. Same story. Different formats. Staggered access points.
Because if you’re not telling the story, someone else will.
What moves caught your attention? email me at mail@itsbeyondscript.com and share what you're watching up close.