Blake Emal

Serious about growing your brand/revenue w/ content? Book a 15-min discovery call: cal.com/heyblake

The company page follows you, never the reverse. Every founder I audit gets this backwards... Company pages grow slow. Painfulllllllly slowww. The founder profile wins on reach every single time. People follow people (the algo knows it too btw) The flow I'd use: 1/ Founder posts the ideas 2/ Company page reposts and handles the announcements Watched a client pour months of content into a brand page while his personal profile sat empty. A job title for a headline. A blank About section. Flip it. Your personal brand stays with you even if the company dies. The company page stays with the company if you leave. Build the asset you own.

My "Last 3 Years" update for you: (since the algo kept so many people off my feed the last few years...) > Moved fam from SLC → Nashville > Left Riverside (was Head of Content there) > Joined another co as CMO, but it wasn't a fit for me and parted ways after a couple weeks to go 100% solo > Built ghostwriting agency ($0 to $12k/m) > Worked w/ 8 clients on personal branding > Built copywriting subscription ($0 to $20k/m) > Worked w/ 45 clients on copywriting > Scrapped the ghostwriting biz > Partnered w/ a well-known founder on a new ghostwriting agency to teach them my systems and co-found the biz > They ended up stealing my whole biz model and booted me out 😂 > Partnered w/ another cool founder on another ghostwriting agency (still a part of this one, it's been great) > Baby #4 was born in Nov (!!!) so been adjusting to new baby life again - this was a miracle and a super cool story for another time > Started a company positioning sprint service (no MRR as it's a one-time payment, but this biz has done ~$70k since I started it) > Completely failed to focus on building an email list 3 years in a row😂 > 2 Disney cruises w/ the fam > Currently running 3 businesses instead of focusing on one like a normal person -- Quote tweet yours, I wanna see what you all have been up to!

@rjgilbert What’s new?!

Say hi 👋

@BrettErik Hey man, hope you’re doing well!

Hey -Testing to see who can see this Give me a comment below if I’m showing up

I help SaaS companies build systems for positioning + messaging. Want a free 15-min discovery call? cal.com/heyblake

An underrated B2B content move: write the email your buyer would forward to their VP to justify purchasing.

There's never been a better time to post content as a founder. Which is why I am excited to finally publicly talk about a project we have been working on. Over the last 4 years, the big bet we've taken has been around how powerful personal branding is: We've created: 1. 100,000+ content pieces 2. Millions and millions of impressions 3. Millions of dollars in revenue online 4. 400 of the best founders and CEOs personal brands in the world And we just did something with everything we've learned. While building all of that, we were also building an AI ecosystem to run it that includes Agents for: -> Strategy -> Topics -> Writing -> Optimization These are live across dozens of founder accounts right now. And because it's watching all of those accounts at once, it catches anomalies and patterns that no single founder could ever see on their own. A few months ago we consolidated everything into one platform. We're calling it the Content Suite: Here's the entire system (bookmark this): 5 layers that feed each other: 1. Brand profile (it learns who you are and what you'll say) 2. Topics (it finds the ideas worth posting) 3. The interview (it pulls the thinking out of your head) 4. Structures (it matches your idea to the viral format performing right now) 5. Optimization (it tracks what actually worked) Then optimization loops back into topics with sharper data. That's the flywheel. Every post gets built the same way: It pulls the idea out of your head, matches it to the viral content structure performing right now for that exact type of idea, then writes the post with you, piece by piece, in your voice. Most founders skip straight to writing, which is the biggest mistake you can make. Sending a raw idea to ChatGPT skips the interview and the structure, and you end up with content that sounds like everyone else's. This is some of the work I'm most proud of, and we're only getting started. New modules are in the works right now. I'll be talking about this a lot more on this account, and I'll be quoting this post with updates as we build. Below you can see how it works + a content piece that went live on a nearly unused account. Excited to share more :)

@TheCoolestCool Howdy!

It’s pretty cool to see so many familiar faces back on the feed instead of random bots. The algorithm update is working.

@iamedgarbrown Absolutely - we gotta catch up. Wanna hear all about what you're up to

@heyblake We’re back!

Let’s test this new algo out. Twitter friends from 2020-present, what’s new?

@ChrisClickUp Yooo it's been forever, I see your videos from time to time How you been!

@heyblake What’s goooooddddd

Founder content that drives actual pipeline has a specific shape: The founder describes a real decision they made and explains the reasoning behind it. "We chose to not add a free tier because X" gets more qualified DMs than any listicle. Buyers respond to conviction because it signals the founder actually knows their own product well enough to say no to something.

@ryandeiss We are extremely back. It feels a smidge more like 2019 again!

Did X finally fix its algorithm? I’m seeing accounts show up in my feed that I haven’t seen in YEARS. Are the “good ol’ days” back?

@arvidkahl Good to see you again!

Okay, I see WAY more of my founder pals with this new algorithm. Amazing :D

@kennyhanson for real, overnight it become usable again for the first time in like 4 years haha

Just muted polymarket. Twitter is becoming a great place again

@tejas3732 We are so back

@heyblake hell yeahhhh

Series A companies keep doing this thing where they land one ICP perfectly, then expand into segment two by blurring the homepage to cover both. Now neither segment sees themselves on the page. I've seen three companies this quarter fix this by building a second landing page instead of rewriting the first. All three saw conversion go up within 30 days.

I help funded/profitable startups nail marketing, positioning, and conversion. Book a 15-min discovery call: cal.com/heyblake

My best content ideas come from meetings I already had. Zero blank pages involved. You explain valuable things to clients every single week. Then you sit down to write and forget all of it. Use this workflow: ⚡︎ Record every call ⚡︎ Have an AI agent sweep the transcripts weekly for teachable moments ⚡︎ Drop them into one running doc ⚡︎ Add your own sparks to the same doc ⚡︎ Write every post from that doc, never from scratch The stuff you say off the cuff to one client is the stuff a thousand strangers would save and share. Full disclosure, this exact post came out of my own call transcripts. You already said it. Now publish it.

I help SaaS companies build systems for positioning + messaging. Want a free 15-min discovery call? cal.com/heyblake