How do successful entrepreneurs leverage content creation for sustainable business growth? What's the secret behind viral content, and should you chase it? Our expert shares insights in this episode of ProBusinessTalks podcast.
Will - Founder of Catapults, helping investors and founders scale their businesses. With 12 years of entrepreneurial experience across French and Portuguese markets, he specializes in content strategy and business scaling through AI-powered solutions.
Probusiness Media: Could you share your entrepreneurial journey and why you believe content creation is such a powerful way for entrepreneurs?
Will: I've been an entrepreneur for 12 years, setting up various ventures with varying success. The first mistake most entrepreneurs make is focusing too much on product and not enough on attraction - sales and marketing. Content is one of the few channels that cannot be exhausted.
Probusiness Media: How can entrepreneurs use different platforms effectively?
Will: Content alone isn't enough. You need strategy, planning, and positioning. Our Authority First process suggests 70% of content should be about your expertise, 15% about personal development, and 15% about solving client problems.
Probusiness Media: Many entrepreneurs worry they won't be interesting enough for audiences. What's your take?
Will: 99% of people find themselves ugly on camera. But your project is above your emotions. Most billionaires today buy media companies because they understand the power of having their own channel.
Probusiness Media: Is there a secret formula to creating viral content?
Will: Do you want to go viral or create content that earns money? On social media, political correctness doesn't work. Reactions come either from hate or love. The smartest people often avoid social media because they have too much ego.
Probusiness Media: What were some of your biggest mistakes?
Will: I've been rich and poor multiple times. My biggest mistake was launching without analyzing market size and competition. When I moved to Portugal, I lost all my networks and had to learn new acquisition channels.
Probusiness Media: For someone completely new to content creation, what's the first step?
Will: Learn the Authority First methodology, choose one channel, and create a content plan with five levels - from snack content to personalized content that sells.
Probusiness Media: How important is equipment for beginners?
Will: For reels and daily posts, a phone and ring light are enough. Focus more on what you'll say. Content should push people toward longer-form content where you explain your expertise.
Probusiness Media: What are the top five skills every creator needs?
Will: Creativity, growth mindset, discipline, resilience against criticism, and pragmatism in following data.
Probusiness Media: How should creators plan content that keeps viewers returning?
Will: Focus on making money, not virality. Define a niche, build a community, and create a funnel from followers to clients through different content levels.
Editorial Note:
This interview provides practical insights into modern content creation and business scaling. Will's experience demonstrates how systematic approach to content can drive sustainable business growth.
Case Studies Highlight:
• Successful transition from French to Portuguese market
• AI-powered content scaling for leadership coaches
• Community building through strategic content creation
Expert Commentary:
The interview emphasizes the importance of systematic approach over viral success. As Will notes, "Overthinking kills entrepreneurship. The most successful entrepreneurs are those who can execute systematically while maintaining authentic connection with their audience."
Material prepared based on ProBusinessTalks podcast, May 2025
Host: Daria
Duration: 47 minutes
#contentmarketing #entrepreneurship #businessgrowth #ProBusinessTalk #digitalstrategy #scaling #contentcreation
