🧠 Virality fades. This $200M content engine compounds.

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Few brands have mastered high-performing content like Glossier has.

Founded by Emily Weiss in 2014, they built a cult following with a sharp, intentional content strategy.

Clean visuals, minimalist design, and clear product focus drive every asset.

Their feed is a system that blends brand messaging, diverse creatives, and lifestyle alignment.

The result: Consistent, conversion-driven content that speaks to their audience.

When your brand can master this level of execution, content stops being a time-suck and starts driving real, compounding growth.

So, in today’s newsletter, I’m breaking down exactly how to build your own $200M content execution system to make sure every post has a purpose and every piece moves the needle.

Let’s dive in.

The $200M Content Execution Playbook

This is the system high-performing brands use to turn content into consistent, compounding growth without guesswork.

It’s built on one core principle: every post is a test, and every test fuels the next win.

Week 1–2: Strategic Preparation

Before anything gets produced, the best brands lay the groundwork with data and direction. This phase reduces guesswork and aligns every creative concept with a measurable goal.

• Review audience insights and platform-specific performance data

• Develop 3–5 creative hypotheses with predicted outcomes

• Create detailed briefs for each concept

• Set benchmarks based on historical performance
  

Week 3–4: Creative Development Cycle

Execution starts here but with structure. Brands don’t just “make content.” They build controlled variations to isolate what works and prep for accurate performance tracking.

• Produce creative variations mapped to each hypothesis

• Ensure technical alignment with brand and platform requirements

• Set tracking parameters and attribution models

• Establish baseline metrics to compare performance later

Week 5–6: Testing Phase

Now, the content goes live. Everything is launched evenly, and early signals are monitored daily. This phase isn’t about choosing winners yet. It’s about spotting patterns.

• Launch test creatives with equal budget allocation

• Track daily engagement, scroll depth, shares, and conversion signals

• Conduct mid-test reviews to catch early trends

• Identify statistically significant early indicators

Week 7–8: Analysis & Optimization
This is the most valuable phase, where data turns into insights. Brands deconstruct results to understand why something worked and build a roadmap for the next stage.

• Analyze test results by audience segment and creative element

• Validate findings with statistical relevance

• Identify high-performing variables (hook, format, offer, etc.)

• Document winning traits and patterns

Week 9–10: Iteration & Scale

Winners are refined and scaled, while losers are analyzed and archived. The budget is shifted based on data, not gut feel. This is where the compounding effect kicks in.

• Refine top performers based on performance insights

• Develop new variations for scaled rollout

• Reallocate spend toward proven performers

• Document underperformers to inform future creative strategy

Virality won’t get you consistent results. Systems like this one, on repeat, will..

Closing Thoughts

High-performing content isn’t a result of luck or creativity alone. It’s the outcome of a structured, repeatable system built on data, discipline, and iteration.

If your content feels random, inconsistent, or hard to scale, it’s not a creative problem. It’s a systems problem.

This framework fixes that.

Because once you nail the process, performance becomes predictable.

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Thank you for reading! I appreciate you.

Sincerely,
Kody