A smarter content strategy (that fits on an index card)

If your content strategy needs a 92-slide deck to explain, it’s not a strategy. It’s a mess.

Lee Densmer built a waitlisted content agency working 30 hours a week by doing less, better.

After two tech layoffs, Lee left corporate and launched Globia, a B2B content agency. Two years in, she’s fully booked, profitable, and not (surprise!) burnt out.

She didn’t get there by chasing virality or scaling too fast. She got there by building systems that actually support a content business.

This one’s for anyone feeling like your content engine is running but not really moving.

Let’s get into it.

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1/ Content without systems = content chaos

Most content teams aren’t short on ideas. They’re overwhelmed by too much happening at once.

Lee sees this across all sizes of companies, from early-stage startups to $60M orgs. Her fix? A 3×5 framework so simple, it fits on an index card.

Define the following:

• 3 clear business goals (e.g., awareness, leads)

• 3 highest-value buyers

• 3 relevant content pillars

• 3 distribution channels (social, website, email)

• 3 key metrics to measure success (engagement, traffic, leads)

Then create a simple content calendar: 4 blog posts/month, 3 social posts/week, and 1 lead magnet/quarter. Repurpose across channels and add a newsletter if you have an audience. No need for weeks of strategy or dozens of posts each month.

That’s it. No content calendar from hell. No “just one more channel” syndrome. Focus on steady, purposeful content that delivers value.

One of her clients came in with 1,500+ assets and no traction. They cut 90%, got focused, and finally started seeing results.

Simplify to be strategic.

2/ LinkedIn isn’t your funnel. Your DMs are.

Lee’s not getting clients from the feed. Every deal comes from a relationship that started in the background.

She posts consistently (3 to 5x per week) not to generate leads, but to stay top-of-mind, explore her ideas in public, and build credibility. It’s how she pressure-tests ideas, refines messaging, and keeps a pulse on what resonates. And it shows up in her work.

But the real pipeline happens in the DMs. Her approach:

• Start conversations with curiosity, not a pitch

• Use Loom to build trust

• Offer value before you ask for anything

No funnels. No pitch slaps. Just consistent, human outreach that builds real relationships.

3/ You only have 20 hrs/wk for client work. Price like it.

Running an agency after leaving corporate life, Lee realized early on that half her time was going to ops, not deliverables.

That changed how she priced her services AND how she ran the business.

She now outsources writing, bookkeeping, and web so she can stay in her zone of genius: strategy. She tracks her time weekly to make sure she’s not drifting into work that breaks the model.

Doing what you love isn’t enough. You need to build a system that lets you keep doing it sustainably.

4/ Build trust, don’t just “drive traffic”

Lee’s a big believer in zero-click content (shoutout Amanda Natividad). Instead of teasing a blog post, she gives away the full insight right in the post—whether it’s on LinkedIn, in a newsletter, or in DMs.

Why? Because content discovery is changing. SEO is less reliable, AI is rewriting how people find answers, and social platforms reward content that keeps users on-platform.

If your best ideas are buried behind a link, most people will never see them.

Be useful where your audience already is. That builds trust, not just traffic. And trust is what drives action.

5/ Tools Lee uses to run her content agency

Lee’s tool stack:

• ClickUp (Content + client ops), Publer (Scheduling and repurposing LinkedIn posts), Loom (Warm, human outreach), QuickBooks (Accounting for S-corps),

  Oktopost (recommends to clients for social selling + employee advocacy)

Pick your stack early. Switching later is painful Lee says.

Final thoughts

Most content programs don’t fail because the ideas are bad. They fail because the execution is too scattered to scale.

Lee’s story is a reminder that if your content feels bloated, chaotic, or high-effort with low return, it’s time for an operational reset.

Stay caffeinated until next time,

Christine

Forward this to someone trying to scale content without burning out. It might save them six months of trial and error.