Building a CEO’s Personal Brand: Founder Content at Scale
See how I led a lean content team to keep one of real estate’s most recognizable voices consistent, prolific, and on-message across every platform.
Situation
Tom Ferry is kind of a big deal in the real estate industry – he’s CEO and Founder of real estate coaching company Tom Ferry Coaching, speaker, best-selling author, and the host of The Tom Ferry Podcast Experience (27 million all-time downloads).
The challenge: Tom’s audience expects a steady stream of high-value content, but there’s only one Tom. His calendar is packed with coaching, speaking, and running the business, and every post under his name reflects directly on the company.
We needed to produce more content without asking for more of his time, and without ever sounding off-brand.
Solution
As Director of Content Marketing, I led a team (videographers, copywriter, and social media manager) responsible for Tom’s personal brand – 1.5 million followers across all platforms.
I worked directly with Tom to turn the work he was already doing into a year-round content engine:
- The podcast as the foundation. My team produced the weekly podcast for YouTube, Apple Podcasts and Spotify, and cut each episode into short-form clips across Instagram, YouTube shorts, and TikTok.
- Transcripts as raw material. I used transcripts from Tom’s podcasts, books, and speaking sessions to generate AI-assisted text posts across Facebook, X, and LinkedIn, edited to sound like Tom.
- Doubling down on winners. Top-performing text posts were repurposed into carousels and quote cards.
- Quarterly themes. Every piece of content mapped to a quarterly theme aligned with business priorities.
Working with a CEO means making real-time judgment calls – I decided what to amplify, what to hold back, and how each post would reflect on the business.
Results
- 11% follower growth in one year, on an audience already 1.5 million strong (no small feat at that scale!)
- 1% increase in engagement rate by testing new content formats, including an AI voiceover of Tom
- 5x social output without asking for more of Tom’s time
- A 27-person team coaching sign-up – according to the sales team, a podcast series spotlighting our top-performing clients helped close a real estate team of 27 agents
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