Posting and Content: What Moves Reach and Brand Power
Content is how people find you. Credibility is why they stay. This chapter covers every way to publish in the game and what each one returns for its energy.
What Moves Brand Power
Brand Power is reach x influence. Reach is your followers plus the people who know you off-platform: people met networking, rooms you spoke in, readers, clients. Influence is your Brand Audit composite, 0 to 100: the share of that reach your name actually moves.
So there are two levers. Content and networking grow reach. Credibility, proof, a varied content mix and a clean record grow influence. A large audience with a weak composite is worth less than a smaller one that trusts you. Bought followers add nothing to Brand Power at all.
Snapshot
The content rules
- Freshness
- 4 posts, 3 networking moves, 2 articles, 2 projects and 2 episodes a week at full value; each repeat after that returns 25% less.
- Skyline Strategy
- Two pieces about your work for every one about your life. The Brand Audit scores it.
- Decay
- Followers drift every week, a little more when you do not post.
- Variety
- Each different kind of work adds 7.5 points to the week's lucky-break odds.
Posts and Their Six Formats
Post asks first what the post is about. Your Work shows your work in your own field's terms: it builds credibility and sometimes brings a lead. Your Life grows followers and reputation. The window shows your last four weeks and which one is next up for the 2:1 balance.
| Format | Energy | Best for |
|---|---|---|
| 💬 Text Post | 7 | A thought, a lesson, a question. Quick to make. |
| 📸 Photo | 9 | A moment people can see. A face beats a graphic. |
| 🗂️ Carousel | 11 | A swipeable how-to that builds authority and leads. |
| 📱 Short Video | 13 | The fastest reach, if the first second works. |
| 🔴 Live Stream | 16 | Fewer viewers, more trust and real leads. Opens at 1,000 followers. |
| 🎬 Long Video | 24 | The most authority; it keeps finding people for a month. |
Per point of energy, each format returns about what a standard post does; they differ in what they return. The Channel tab grows a video channel, monetised at 1,000 subscribers and 4,000 watch hours. The Collab tab partners with other creators once you are big enough to be asked.
Quick task
Post the right way
- Tap Post, or press its key.
- Pick the side marked next up to keep two work posts for every life post.
- Choose a format by what you need: reach (short video), authority (carousel, long video) or trust (live stream).
- Stop at four posts this week. Spend the rest of your energy on a different kind of work.
Articles on Your Site
Articles build credibility more than reach. Two a week count in full. The Write window shows what each kind returns against a standard article.
| Kind | Energy | Returns |
|---|---|---|
| ⚡ Quick Take | 10 | Credibility x0.6, followers x0.8. Fast and light. |
| 🧭 How-To Guide | 15 | Credibility x1, followers x1.15, a chance of a lead. |
| 💡 Thought Leadership Essay | 20 | Credibility x1.55, followers x0.9. |
| 📊 Original Research | 28 | Credibility x2.4; your next pitches land more often. Needs 10 credibility. |
| 🗞️ Op-Ed Submission | 22 | Pitched to a newspaper; about two in five are placed. Needs 20 credibility. |
| ✉️ Newsletter Issue | 8 | Small reach; your list grows and stays warm. Needs the Email Newsletter investment. |
Networking Moves
Network opens eleven moves in four groups. They all share the week's networking freshness (three at full value), and the four big ones run once a week.
Snapshot
The eleven moves
- Online
- Message on social media 4, comment on industry posts 5, reconnect with an old contact 6.
- In person
- Walk up to a stranger 5 (awkward 40% of the time), coffee with a peer 8 and $15, networking event 12, volunteer 14.
- Give first
- Introduce two contacts 5 (after 25 people met), host a small dinner 16 and $150 (300 followers).
- Big rooms
- Industry conference 22 and $400 (1,000 followers), mastermind 10 and $250 (2,500 followers).
Networking adds the people who know you off-platform, which counts toward reach, and some moves leave a warm lead: your next cash-earning business move pays 30% more. You can hold up to three.
Pitching the Press
Pitch opens a target picker with your estimated odds before you commit. Most pitches go unanswered, as in real life. Safer targets land more often and pay less; the big ones are rare and move the needle.
Snapshot
How pitch odds work
- Base odds
- Podcast guest 35%, industry blog 22%, local news 15%, speaking 12%, major podcast 7%, trade press 5%, national TV 1.2%.
- Standing
- Credibility and reputation, each up to 100, add at most 18 points. Media training and a publicist help; a Connector adds 7.
- Ceiling
- 2.5 times the base plus 5 points, never above 75%. National TV tops out at 8%.
- A miss
- Pays nothing, but your next pitch to that kind of outlet is 3 points warmer, up to 9.
- Repeats
- Each extra pitch in the same week lands x0.85 as often.
- Press release
- $297 and 10 energy, once a month: every pitch 6% likelier for two weeks, and more press calls.
Your Book and Your Podcast
The two long projects. Both take weeks, both pay for the rest of the run.
- The book. 26 weeks of writing, once a week, 20 energy each. A $100 ISBN fee when the manuscript is done. Publishing gives a permanent +10% to every action. From week 53 you can start another book, each adding a further +5%, up to six books.
- Before launch. Ask clients for testimonials (6 energy, up to three) and a respected peer for a foreword (10 energy, from 1,000 followers). Both turn into credibility on launch day.
- Editions. Add an eBook ($500, live at once) or an audiobook ($750, eight weeks to record), and set every price yourself.
- The podcast. Four weeks to launch, once a week, 15 energy each. Then episodes from 7 to 16 energy: a solo episode, a client interview (proof), a peer (their audience), a bigger name (who may say no) or listener questions.
Quick task
Get the book out
- Once you have some credibility, open Book and choose Write This Week. Do it every week.
- While you write, request up to three client testimonials and ask a peer for a foreword.
- Keep $100 in hand for the ISBN when the 26th week is done.
- After launch, promote the book and add the eBook and audiobook editions.
Community and Learning
Posting builds reach; Community builds trust. Three community moves a week count in full: answer every comment (5 energy), a live Q&A (10), spotlight a follower (6), a five-day challenge (16), a giveaway (6 and $150) and, with a paid community, a members-only session (12).
Learn makes the moves that use a skill better, for good. Two sessions a week count in full. Each level of Writing adds 7% to articles, Speaking 8% to events and better speaking odds, Video 8% to video, Sales 6% to business pay, Leadership 5% to every team member and Strategy 1.5% to everything.
