Creator Playbooks

Get the FREE breakdown of Lara's frameworks in my newsletter: https://bit.ly/4w4oRVKApply to work with me: https://bit.ly/3SgmP6zLara Acosta is a founder, creator, and personal branding strategist who built a 7-figure business through LinkedIn.With 320K+ followers and thousands of students, she’s become one of the fastest-growing voices in personal branding - known for turning content into authority, attention into opportunity, and audience into revenue.In this episode, she breaks down the exact frameworks behind her growth - and why most people fail on LinkedIn (even if they’re consistent).This is a full personal branding masterclass.We get into:Why most people aren’t growing (and it’s not the algorithm)The SMPV framework to 10X your reachHow to structure content that actually convertsThe difference between creators and real operator-buildersWhy storytelling beats “educational content”Lara also shares:Her 4-3-2-1 content system (and how to apply it)The SLAY storytelling framework that drives engagementHow to build an audience that actually buysWhy email is her highest revenue channelHow to monetise a personal brand without brand dealsPlus: content strategy, LinkedIn growth, building a community (not just followers), and why most founders are over-optimising the wrong things.Follow Lara:Instagram: https://www.instagram.com/laraacostar/LinkedIn: https://www.linkedin.com/in/laraacostar/Produced by 7xContent: make your own podcast with us: https://www.7xcontent.com/contactFollow Callum:Instagram: https://www.instagram.com/thecallummc/LinkedIn: https://www.linkedin.com/in/callummcdonnell/Timestamps:00:00 Storytelling vs educational content (what actually works)01:00 Why most people aren’t growing on LinkedIn02:00 The SMPV framework (skill, market, problem, value)03:30 How to find your skill + what to post about05:00 Selling to the right audience (and why most creators are broke)06:30 Content that drives leads vs content that gets likes08:00 Why LinkedIn is different from other platforms09:00 The 4-3-2-1 content framework explained10:30 Ideal client vs ideal follower (underrated growth lever)12:00 Why email is the real monetisation engine13:30 Educational content: broad → narrow → niche strategy15:00 Why storytelling is the most powerful format16:30 ICP vs IFP content (and how to balance both)18:00 Going viral vs growing in your niche19:00 The “one” strategy: lead magnets + email funnels20:00 The SLAY framework (story, lesson, action, you)22:00 Writing posts that actually get engagement23:30 The psychology behind LinkedIn formatting25:00 Likes, comments & what actually matters26:00 Why you shouldn’t ask for likes or follows27:00 Building brand equity vs constantly selling28:30 What makes a high-converting lead magnet30:00 How to plan content without batching32:00 Why most content feels the same33:00 Using AI to write better content (properly)35:00 Best formats on LinkedIn (and why it depends on you)37:00 Finding your unique content style39:00 Metrics vs “vibes” (what to actually track)40:30 AI comments & fake engagement41:30 Why Lara does everything herself42:30 The importance of commenting daily44:00 Building community through comments45:00 Why you shouldn’t outsource your personal brand too early47:00 Scaling vs authenticity (founder trade-offs)49:00 Over-optimisation and why it kills growth50:00 LinkedIn algorithm changes + profile importance51:30 How to position your profile properly53:00 Optimising your featured section for revenue54:30 Why niche matters (and “you are the niche” is wrong)56:00 Banner, profile & conversion tips57:00 Monetisation: content → email → sales58:30 Newsletter strategy + launch model01:00:00 Using trends + storytelling in emails01:01:30 Building trust through long-form content01:02:00 Final thoughts + full playbook recap

Get a breakdown of Ben’s brand-building frameworks in my free newsletter: https://bit.ly/4noPRukApply to work with me:https://bit.ly/4oDmAgxBen Branson is the founder of Seedlip - the world’s first non-alcoholic spirit. In this episode, Ben shares how he built a completely new drinks category from his kitchen and turned it into a global brand stocked in 40+ countries and acquired by Diageo.We cover how Seedlip went from an idea in a small kitchen to a movement changing the drinks industry, the creative philosophy that drives Ben’s work, how he blends art and science in brand building, and what’s next for his ventures like Seasn and Sylva. If you’re a brand builder, founder, or creative entrepreneur, this is a masterclass in vision, purpose, and originality.Listen on Your Podcast Player:https://podcasters.spotify.com/pod/show/creatorplaybooksFollow Callum on socials:Instagram – https://www.instagram.com/thecallumc/TikTok – https://www.tiktok.com/@heycallumX – https://x.com/mcdonnellcallumLinkedIn – https://www.linkedin.com/in/callummcdonnellProduced by 7xContent – make your own Podcast with us:https://www.7xcontent.comFollow Ben:Instagram – https://www.instagram.com/seedlip_benLinkedIn – https://www.linkedin.com/in/benbransonYouTube (podcast) – https://www.youtube.com/@hidden20charityTimestamps:0:00 – Introduction1:34 – The origin story: how Seedlip began in a kitchen garden6:12 – Turning a personal experiment into a global drinks brand11:25 – Naming, storytelling, and the design philosophy behind Seedlip17:18 – What it takes to pioneer a new category in the drinks world23:05 – The moment a huge company came knocking29:42 – Staying true to purpose after acquisition35:26 – The power of restraint: branding lessons from simplicity41:15 – Building brands with emotion and authenticity48:10 – Launching the next generation of purpose-led products55:42 – The tension between creativity and commercial success1:03:38 – What Ben learned from failure and iteration1:12:06 – Designing for meaning, not just marketing1:20:14 – The impact of nature, art, and ritual on creative thinking1:28:45 – What founders get wrong 1:36:22 – The future of non-alcoholic culture and conscious consumption1:42:49 – Final lessons

Get a breakdown of Marisa’s brand-building frameworks in my free newsletter: https://bit.ly/4mL8kRKApply to work with me:https://bit.ly/42PymMoMarisa Poster is the co-founder of PerfectTed — Europe’s fastest-growing matcha brand. In this episode, Marisa shares how she went from struggling to find matcha in the UK to building a global brand stocked in 30,000+ stores and generating millions a month in revenue.We cover the Kickstarter pivot that changed everything, her experience pitching on Dragons’ Den, what it’s like working with Steven Bartlett, the strategies behind breaking into major retailers, and the scrappy marketing hacks that helped PerfectTed explode. If you’re a founder, brand builder, or entrepreneur — this is a masterclass in turning an idea into an iconic business.Listen on Your Podcast Player:https://podcasters.spotify.com/pod/show/creatorplaybooksFollow Callum on socials:Instagram – https://www.instagram.com/heycallum/TikTok – https://www.tiktok.com/@heycallumX – https://x.com/mcdonnellcallumLinkedIn – https://www.linkedin.com/in/callummcdonnellProduced by 7xContent – make your own Podcast with us: https://www.7xcontent.comFollow Marisa:LinkedIn – https://www.linkedin.com/in/marisa-posterInstagram – https://www.instagram.com/marisalposter/PerfectTed – https://www.perfectted.comTimestamps:0:00 – How Marisa scaled PerfectTed from £9K to £4M a month2:15 – Why matcha was the answer to anxiety, ADHD & caffeine crashes6:40 – From failed lattes to launching a hit energy drink10:25 – The Kickstarter campaign that proved demand15:10 – Inside the Dragons’ Den pitch (and what you don’t see on TV)23:45 – Signing with Steven Bartlett & scaling with supermarket deals32:18 – Scrappy marketing hacks: Facebook, Holland & Barrett, Cameo stunts40:12 – Why café partnerships like Joe & the Juice changed everything48:27 – Working with Steven: advice followed vs ignored55:36 – The reality of building with family co-founders1:03:42 – Mistakes, lessons & what founders should know before starting1:10:28 – World domination: the vision for PerfectTed

Get Rich's pitch template:https://mailchi.mp/f5fbb8d327b2/zsn-pitch-template-lead-mag Get a breakdown of Rich’s podcast playbook in my free newsletter:https://callummcdonnell.substack.comApply to work with me:https://forms.gle/uw6NZDBHs2pQNYhbARich Willan is the Head of Content at ZOE — a $100M+ health brand that built the #1 most shared podcast in the UK. In this episode, Rich reveals how to grow a podcast from zero to millions of downloads, how to create an effective editorial system, and what it takes to consistently make content that drives real business results.We break down ZOE’s strategy across formats, why quality trumps virality, how they structure their workflow, and what founders and creators can learn from building a show like ZOE Science & Nutrition.If you want to grow a podcast, run better interviews, or turn content into conversions — this episode is a masterclass.Listen on Your Podcast Player:https://podcasters.spotify.com/pod/show/creatorplaybooks/Follow Callum on socials:Instagram – https://www.instagram.com/thecallummc/TikTok – https://www.tiktok.com/@heycallumX – https://x.com/McdonnellCallum/LinkedIn – https://www.linkedin.com/in/callummcdonnell/Produced by 7xContent – make your own Podcast with us:https://www.7xcontent.com/Follow Rich:LinkedIn – https://www.linkedin.com/in/rich-willan-69764957Timestamps:00:42 – How ZOE built the most shared podcast in the UK02:55 – How to grow a podcast without relying on virality06:13 – The “content engine” behind ZOE’s success09:01 – Structuring your show like a Netflix series11:49 – Audience feedback, discovery, and listening data15:37 – Planning content that builds real trust18:24 – Why ZOE avoids TikTok and sticks to longform21:03 – Their growth flywheel: consistency → trust → action23:45 – Building a $100M brand through podcasting27:20 – ZOE’s workflow: research, scripts & final edits30:16 – The role of the host (and training for it)34:07 – What makes a great guest vs a forgettable one36:39 – How to structure a podcast team that scales39:18 – What creators get wrong about “growth content”41:59 – Rich’s best advice for creators, founders & content teams

Get the full gear breakdown in my free newsletter: https://callummcdonnell.substack.comApply to work with me: https://forms.gle/uw6NZDBHs2pQNYhbAIf you’re starting a podcast or want to upgrade your setup — this is the only video you need.In this episode, I sit down with Ben Warburton (award-winning director + DOP) to break down the ultimate podcast setup for every budget: from $1K to $100K. We cover cameras, lenses, lighting, audio, data, design, and all the things no one tells you — including what gear’s overrated and what’s 100% worth investing in.Whether you’re building a studio, filming on location, or just upgrading from your bedroom — you’ll walk away knowing exactly what to buy and how to set it up.🎥 CAMERA LINKS• Beginner: Sony ZV-E10 – https://a.co/d/cKlFMHz• Intermediate: Sony A7 IV – https://a.co/d/bWYfN5d• Advanced: Sony FX6 – https://www.sony.co.uk/interchangeable-lens-cameras/products/ilme-fx6• G Master & GM Zoom Lenses – https://www.sony.co.uk/lenses/g-master-lenses• Sigma Art Lenses – https://www.sigma-global.com/en/lenses/art/🎙️ AUDIO LINKS• Entry-Level Mic (Samson Q2U) – https://www.amazon.com/dp/B001R747SG• Mid-Level Mic (Shure MV7X) – https://www.amazon.com/dp/B08G8WH435• Pro Mic (Shure SM7B) – https://www.amazon.com/dp/B0002E4Z8M• Audio Interface (Zoom PodTrak P4) – https://www.amazon.com/dp/B08H57VYTC• Budget Mic Alternative (Rode NT1-A) – https://www.amazon.com/dp/B0002PSCQM💡 LIGHTING LINKS• Key Light: Aputure 300D II – https://aputure.com/products/ls-300d-ii?srsltid=AfmBOoqu2BG6VIPx9KiJF9CoiUyc6oMaOBMXmet0XOVzEOMJIUaEm3f5&Battery+Mount=V-mount• Panel Light: Amaran F22C – https://www.aputure.com/products/amaran-f22c• Accent/Battery Light:Aputure B7c – https://www.aputure.com/products/accent-b7c💾 STORAGE LINKS• Fast SD Card (V90, 128GB+) – https://www.amazon.com/s?k=V90+SD+card+128GBListen on Your Podcast Player: https://podcasters.spotify.com/pod/show/creatorplaybooks/Follow Callum on socials:Instagram – https://www.instagram.com/thecallummcTikTok – https://www.tiktok.com/@heycallumX – https://x.com/McdonnellCallumLinkedIn – https://www.linkedin.com/in/callummcdonnellProduced by 7xContent – make your own Podcast with us:https://www.7xcontent.com/Follow Ben:Instagram – https://www.instagram.com/benwarburtonmediaLinkedIn – https://www.linkedin.com/in/benwarburtonWebsite – https://www.benwarburtonmedia.comTimestamps:00:00 – Introduction01:14 – The $1K beginner setup: cameras, mics, lighting03:37 – What we use: Sony A7 IV, FX6, lens options08:46 – Microphones for every budget (and what to skip)12:58 – Lighting mistakes & silent gear to use instead15:43 – Portable battery lights that save every set17:29 – How to light a podcast like a film shoot20:13 – Storage, file sizes & the biggest rookie mistake24:18 – Set design: overlooked but critical26:48 – Camera placement & layout rules29:51 – Authenticity, performance & final tips

Get Oscar’s YouTube playbook with my free newsletter:https://callummcdonnell.substack.comApply to work with me:https://forms.gle/uw6NZDBHs2pQNYhbAOscar Owen isn’t just a famous YouTube magician — he’s a YouTube expert. With two channels nearing 1M subscribers combined, Oscar has mastered the art of faceless content, creator breakdowns, and turning views into serious revenue. In this episode, he breaks down how he builds content that ranks, earns, and converts — including how he attracts clients, automates income, and reverse engineers top creators to dominate the algorithm.If you want to grow faster on YouTube, attract leads through content, and build a faceless brand that prints money while you sleep — Oscar’s playbook is essential.Listen on Your Podcast Player:https://podcasters.spotify.com/pod/show/creatorplaybooks/Follow Callum on socials: Instagram - https://www.instagram.com/thecallummc/ TikTok - https://www.tiktok.com/@heycallum X - https://x.com/McdonnellCallum/ LinkedIn - https://www.linkedin.com/in/callummcdonnell/Produced by 7xContent – make your own Podcast with us: https://www.7xcontent.com/Follow Oscar on socials:YouTube (coaching channel) - https://www.youtube.com/@oscarowenbusinessYouTube (magic channel) - https://www.youtube.com/@OscarOwenInstagram - https://www.instagram.com/oscarowenmagic/Twitter/X - https://x.com/oscarowenmagic Timestamps:00:00 – Introduction02:17 – How one video made over $100,00006:02 – The mistake most creators make starting out09:45 – Targeted views vs. viral views13:30 – The power of niche authority on YouTube17:12 – Turning 500 views into clients21:06 – The system Oscar uses to stay consistent25:39 – When and what to outsource30:14 – Why lead magnets drive more sales than subs34:50 – How to batch-create 3 months of content39:23 – The secret to trust-building via video43:47 – Creating bingeable video ecosystems48:30 – When having 500K subs becomes a problem52:19 – Using YouTube instead of paid ads56:40 – Oscar’s current strategy & coaching insights

Get my latest playbook with my free newsletter: ⁠https://callummcdonnell.substack.com⁠Apply to work with me: ⁠https://forms.gle/uw6NZDBHs2pQNYhbAPodcasts are bigger than ever in 2025, and top creators use powerful strategies to grab your attention. In this video, I break down five genius podcast growth hacks that drive millions of views - so you can use them too.Listen on your Podcast Player: https://podcasters.spotify.com/pod/show/callum-mcdonnellFollow Callum on socials: Instagram - https://www.instagram.com/thecallummc/ Tiktok - https://www.tiktok.com/@heycallum/X - https://twitter.com/McdonnellCallum/LinkedIn - https://www.linkedin.com/in/callummcdonnell/ Produced by 7xContent - make your own Podcast with us here: https://www.7xcontent.com/Timestamps:00:00 Introduction01:40 The Thumbnail System03:08 The Reactive Episode04:33 Content Waterfall System05:52 Trailers07:35 Guest Selection and Collaboration

The word community gets thrown around a lot in the social media world—but what does it actually mean? And more importantly, how do you create one that people truly care about? In this LIVE recording of Creator Playbooks hosted by Frankly Speaking, I’m joined by Daisy Morris, Kira Matthews, and Beth Thomas - creators, thought leaders, and experts in building thriving online communities. Together, we break down the strategies and mindset needed to foster genuine connections online, beyond just replying to comments or chasing followers. Get FREE email breakdown of the strategy from this Episode: https://callummcdonnell.substack.com/ Listen on your Podcast Player: https://podcasters.spotify.com/pod/show/callum-mcdonnell Follow Callum on socials: Instagram - https://www.instagram.com/thecallummc/ Tiktok - https://www.tiktok.com/@heycallum X - https://twitter.com/McdonnellCallum LinkedIn - https://www.linkedin.com/in/callummcdonnell/ Produced by 7xContent - make your own Podcast with us here: https://www.7xcontent.com/ Follow Daisy on socials: Instagram - https://www.instagram.com/the_self_hood/ LinkedIn - https://www.linkedin.com/in/daisy-morris-the-selfhood/ Follow Kira on socials: Instagram - https://www.instagram.com/kirathebold/ Website - https://www.kiramatthews.com/ Follow Beth on socials: LinkedIn - https://www.linkedin.com/in/betheleanorthomas/ Follow Frankly on socials: LinkedIn - https://www.linkedin.com/company/wearefrankly/ Website - https://wearefrank.ly/ Timestamps: 00:00 Introduction 01:25 Power of Community in 2024 02:31 The Importance of Real Conversations 04:47 Hosting and Human Connection 06:07 Leveraging Live Sessions 07:18 Authenticity in Community Building 08:30 Navigating Social Media Outages 09:18 Diary of a CEO's Telegram Group 10:37 Strategies for Authentic Engagement 18:09 Collaborating with Influencers and Creators 21:10 Conclusion and Final Thoughts