How Solos Scale #33 Where to put your content
Jan 30, 2026
They explain three distinct places to put content: intent channels like search, discovery platforms like LinkedIn and TikTok, and relationship media such as newsletters and podcasts. They compare how user mindset changes content reception and why discovery often builds trust faster than intent. They discuss channel mixes, using podcasts to meet buyers, and testing hooks to find what resonates.
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Three Channel Roles Matter
- There are three distinct channel roles: intent, discovery, and relationship.
- Each channel shapes mindset and what content must accomplish to move people closer to hire you.
Mindset Shapes Receptivity
- Intent searches confirm existing beliefs while discovery exposes people to new ideas.
- That mindset difference makes intent visitors colder and discovery visitors easier to condition to your POV.
Use LinkedIn To Plant Seeds
- Treat LinkedIn primarily as a discovery channel to distribute your POV and attract the right people.
- Use LinkedIn posts to plant seeds that shift prospects from 'I used to think' to 'now I think.'