Creator Craft: Tools, Mindset and Workflows for Content Creators

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Podcast by Colin Gray and Jacob Edgar-Anderson

Creator Craft: Tools, Mindset and Workflows for Content Creators

Creator Craft is all about the nuts and buts behind every creator business. We'll cover the gear and tools you need to run your creator business, and dig into how to stay consistent, how to monetise, and how to start to take your creator business seriously. Join Colin Gray (Founder of Alitu and The Podcast Host, a $1m+ creator business) and Jacob Anderson (Head of Growth at Alitu) as they dig into their experience in running a creator business since 2010.

Latest episodes

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27 March 2025

How We Got 17,000 Readers and 200 Backlinks from One Trend-Focused Article

In this episode of Creator Craft, Jacob and I chat about the craft of creating! We kick things off explaining our recent name change from Creator Toolbox to Creator Craft (due to a naming conflict with a newsletter). Then I review the DJI Osmo Mobile 7 and 7P gimbals, comparing features and sharing my experience using them for YouTube shorts and videos. Jacob shares a fascinating case study on "news jacking" - how his article about vibe coding went viral, bringing in 17,000 readers and 200 backlinks. He explains the strategy behind riding trending topics, with examples from various industries. I also cover Frame.io, a collaborative video editing tool that works brilliantly with Adobe Premiere. We wrap up with Jacob's creator of the week, Bob Dylan, and the lesson about how even legendary creators started by covering others' work before finding their unique voice.

Takeaways

1 When choosing a name for your creator business, focus on being unique in your specific space rather than globally unique - you need to be easily found and not confused with similar content.

2 The DJI Osmo Mobile 7 ($89) provides excellent stabilization for smartphone video, with the 7P version ($149) offering additional features like a mic receiver and tracking โ€“ though for most creators, the base model with a separate mic may be more versatile.

3 "News jacking" can bring outsized returns by creating content around emerging trends before they go mainstream - timing is crucial, aiming to publish between when news breaks and when journalists start covering it widely.

4 Adding your unique perspective, skills, or examples is essential when news jacking - simply summarizing information won't stand out, but showing how you personally apply or use the trend can create genuine value.

5 Frame.io streamlines video review by separating the review process from editing, allowing you to add timestamped comments and compare versions - useful for both team collaboration and solo creators.

Resources Mentioned

  • DJI Osmo Mobile 7 - Smartphone gimbal for video stabilization
  • DJI Osmo Mobile 7P - Premium version of the Mobile 7 with additional features
  • DJI Mic Mini - Wireless microphone system for mobile recording
  • DJI Osmo Pocket 3 - Standalone pocket-sized camera gimbal
  • Frame.io - Video review and collaboration platform (included with Adobe Creative Cloud)
  • Hacker News - Tech community forum
  • Google Trends - Tool for monitoring search trends
  • "A Complete Unknown" - Bob Dylan biopic with Timothee Chalamet
  • "Steal Like an Artist" - Book concept mentioned during discussion
  • Alitu - Our podcast maker app (use code "creatorcraft" for 50% off first month)

Chapters

00:00 Introduction and name change explanation

04:04 DJI Osmo Mobile 7 and 7P gimbal review

31:33 News jacking: Jacob's vibe coding case study

46:54 Tips for effective news jacking

54:52 Frame.io for video editing collaboration

1:00:52 Creator of the Week: Bob Dylan and creative beginnings

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01:06:27

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20 March 2025

How To Name Your Creative Projects and Why Ours is Changing (Goodbye Creator Toolbox!)

In this solo episode of Creator Toolbox (soon to be Creator Craft), Jacob announces our name change and uses this opportunity to dive deep into the art of naming creative projects. Jacob explains why we're rebranding from Creator Toolbox to Creator Craft โ€“ there's already a newsletter called "Creators Toolbox" which could cause confusion as we launch our own newsletter.

Jacob shares valuable insights about different types of creative project names, what makes a name scalable, and practical advice for choosing your own names. Importantly, he discusses when to follow naming "rules" and when it's okay to break them, using our own rebrand as a real-world case study. This episode provides both the ideal framework for naming and honest reflections about the practical compromises we made with our own name change.

Key Takeaways

๐ŸŸข Don't fear rebranding when necessary: Sometimes a proactive name change can prevent bigger problems down the line, especially if there's potential for confusion with another brand in your space.

๐ŸŸข Understand different name types: Descriptive names clearly state what you do, evocative names create feelings, compound names combine words for uniqueness, and personal names leverage your existing reputation.

๐ŸŸข Consider these factors for scalable names: Memorability, SEO/discoverability, trademark/domain availability, future-proofing, and community appeal all determine how well a name can grow with your brand.

๐ŸŸข Follow a practical naming process: Start with a big brainstorm, explore combinations, narrow using criteria like ease of pronunciation, test with your audience, and check availability.

๐ŸŸข Know which rules you can break: Context matters tremendously โ€“ for us, keeping "creator" in the name and maintaining brand continuity was more important than having the perfect .com domain or ideal social handles.

Resources Mentioned

๐ŸŸข Alitu podcast maker app - Our main company that hosts Creator Craft

๐ŸŸข Podcraft - Our sister podcast about podcasting

๐ŸŸข Morning Brew - Example of an evocative name for a business newsletter

๐ŸŸข Freakonomics - Example of a compound name

Coming Soon

Our newsletter will be launching soon! Sign up at alitu.com/creator to get creator business insights delivered to your inbox.

The official rebrand to Creator Craft will happen next week โ€“ you'll see the new name in your podcast feeds, but you won't need to resubscribe.

Get In Touch

Have naming challenges of your own? Questions about our rebrand? Email us at creator@alitu.com

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25:31

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14 March 2025

Behind the Scenes: Our Plans to Grow THIS Show in 2025

In this episode of Creator Toolbox, Colin and Jacob share their strategy for growing the podcast over the next 6-12 months. We discuss shifting to a "newsletter-first" approach, where the podcast generates content that then flows into newsletters, blog posts, and social media. We explore how this approach feels more future-proof in an environment where SEO is becoming less reliable, and how it gives us more creative freedom. Throughout the conversation, we share our plans for improving social media presence with more effective video clips, professionalizing our self-promotion efforts, and bringing back guest collaborations to help grow our audience.

We also talk openly about what we're NOT going to focus on right now - specifically paid advertising and building a community platform. While both are valuable, we know we need to establish our content infrastructure first before investing in these areas. The episode provides a behind-the-scenes look at our planning process and how we're balancing ambition with focus to avoid overwhelming ourselves.

Key Takeaways

๐ŸŸข Newsletter-first content strategy: We're shifting from SEO-dependent blog content to building a newsletter as our primary content hub, giving us more creative freedom and a direct connection with our audience.

๐ŸŸข Repurpose content strategically: Create podcast episodes with 2-3 solid topics that can be expanded into newsletter content and blog posts, while saving some exclusive content for each platform.

๐ŸŸข Experimenting with video clips for social growth: Short-form content on YouTube Shorts, Instagram, and TikTok is crucial for discoverability, even when your main content is long-form.

๐ŸŸข Professionalize your self-promotion: Treat yourself as a paying sponsor with proper tracking links, polished ad reads, and clear calls to action - don't be shy about promoting what you've built.

๐ŸŸข Say no to grow: We're intentionally NOT pursuing paid advertising and community building right now to ensure we can fully focus on content infrastructure.

Resources Mentioned

๐ŸŸข Beehive newsletter platform - https://beehiiv.com/

๐ŸŸข ConvertKit (now called Kit) - https://kit.com/

๐ŸŸข Opus clipping tool - https://www.opus.pro/

๐ŸŸข Alitu podcast maker app - https://alitu.com/

๐ŸŸข Circle community platform - https://circle.so/

๐ŸŸข Publish Press newsletter - https://www.thepublishpress.com/

๐ŸŸข Morning Brew newsletter - https://www.morningbrew.com/

๐ŸŸข 14 Ways to Collaborate with other Podcasters - blog post & YouTube video

Chapters

00:02:24 Newsletter-first publishing workflow

00:05:44 Creating value across multiple platforms

00:08:05 Why newsletters feel more future-proof

00:12:01 Using Beehive for growth tools

00:14:14 Our social media strategy with clips

00:19:26 Adding guest collaborations back

00:23:01 Professionalizing our self-promotion

00:27:52 Treating ourselves as a sponsor

00:31:47 What we're NOT focusing on right now

00:36:31 closing thoughts

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37:23

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11 March 2025

LinkedIn Growth for Creators + How We're Using AI Deep Research

In this episode, Colin and Jacob dig into two powerful tools for creators: LinkedIn and AI deep research capabilities. Colin shares his recent LinkedIn strategy, revealing how daily posting has drastically improved his engagement and impressions, and what makes up those daily posts. He explores effective content types like cheat sheets, carousels, video formats, and personal stories that perform well on the platform. Colin also highlights successful creators like Chris Donnelly, Ann Handley, and Tom Hunt who are having a bunch of success on LinkedIn with their distinct approaches.

In the second half, Jacob explores his experience with ChatGPT's Deep Research feature, explaining how it revolutionized his content creation process for a viral blog post about vibe coding, providing valuable comparative analysis and SEO gap identification that helped his article reach the front page of Hacker News.

Key Takeaways:

๐ŸŸข Consistency is crucial for LinkedIn success - Colin saw his average post impressions jump from 100-200 to 400-500 by posting daily, with his newsletter content reaching 1,000+ impressions.

๐ŸŸข "Cheat sheets" with dense, valuable information perform exceptionally well on LinkedIn - these text-heavy graphics with minimal design offer quick value and stand out in feeds.

๐ŸŸข When creating plain text posts on LinkedIn, being opinionated and authentic performs better than overly polished content - controversial hooks and personal stories drive engagement.

๐ŸŸข ChatGPT's Deep Research feature (available with Pro subscription) acts like a dedicated research assistant, providing comprehensive competitive analysis and identifying content gaps.

๐ŸŸข When using AI for research, being specific with your requests (like asking for first-person reviews rather than marketing copy) significantly improves the quality and usefulness of the results.

Chapters:

00:00 Introduction and episode overview

04:44 Colin's LinkedIn growth strategy and results

08:06 Analyzing effective LinkedIn content types

13:34 LinkedIn cheat sheets and why they work

20:40 Carousel posts and their engagement power

24:13 Authentic text posts vs. polished content

26:14 Storytelling techniques from top LinkedIn creators

32:28 LinkedIn commenting strategies for algorithm growth

36:34 Optimizing your LinkedIn profile features

40:35 Jacob introduces ChatGPT's Deep Research tool

45:10 How Deep Research transformed content creation

49:45 SEO gap analysis and competitive advantages

54:38 Practical applications for content improvement

57:01 Outro

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59:28

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28 February 2025

What is Vibe Coding? And Changing an Annual Cadence, Building Your Customised AI Assistant

We kicked off talking about a big change we're making to our annual planning cadence. Instead of following the traditional January-December cycle, we're shifting to a March-February year. Why? Because December-January is such a mess with holidays and slow starts! We found that planning during this time just doesn't work well. By making March 1st the start of our planning year, we're using January-February as a time for reflection, strategy planning, and wrapping up previous projects. This gives us a nice fresh start in the springtime.

Then Jacob introduced us to "vibe coding" - a term coined by Andres Carpathy. It's about using AI tools like Claude or Cursor to generate code without really understanding the code itself. You describe what you want, and the AI builds it for you. We discussed how tools like Replit, Lovable, and Bolt.new make this possible even for non-coders. Jacob shared great examples, including how someone built a multiplayer flight simulator game in just one day! This approach works especially well for personal tools or weekend projects.

I shared how I've been using Claude as a resource by creating a project focused initially on designing an agency. The cool part is that I've ended up using this knowledge base for all sorts of other projects - from mastermind landing pages to coaching proposals. The AI basically interviews me and builds up a profile of my skills and experience that I can later tap into for various content needs.

Finally, Jacob highlighted Caleb Hammer as his creator of the week. Caleb runs a YouTube show called "Financial Audit" where he reviews people's financial situations (often a bit brutally!) and helps them create a plan to improve. The format is consistent but always feels fresh because each guest brings different financial challenges. Jacob noted how well Caleb has monetized through relevant sponsorships, memberships with behind-the-scenes content, and even creating his own budgeting app.

Takeaways

= Consider shifting your annual planning cycle to March-February if the traditional January start feels rushed and disrupted by holidays

= AI tools like Replit now make it possible for non-coders to create functional web apps and tools - especially for personal use or to solve specific problems

= Building a dedicated AI "project" that knows your skills and experience can become a valuable resource for various content creation tasks

= Bringing audience members onto your show as guests can create fresh, relatable content while still maintaining a consistent format

= Multiple monetization streams work best when they're naturally integrated into your content - Caleb Hammer's example shows how sponsors can be woven in without feeling disruptive

Resources

= Replit - A coding platform with AI capabilities that's great for beginners (https://replit.com/)

= Lovable - AI-powered app building tool (https://www.lovable.ai/)

= Bolt.new - Another no-code tool for building with AI (https://bolt.new/)

= Cursor - Advanced AI coding tool mentioned for more experienced users (https://cursor.sh/)

= Claude 3.7 - The new Claude AI model that Alistair mentioned for coding help

= Caleb Hammer's YouTube channel - Financial audit show (https://www.youtube.com/c/CalebHammer)

= Alitu - Our podcast creation app with new video recording features (https://alitu.com) - use code CREATORTOOLBOX for 50% off your first month

Chapters

00:00:00 Introduction and episode overview

00:01:14 Changing our annual planning cadence to March-February

00:07:38 Why 12-month planning can be arbitrary and limiting

00:11:43 What is "vibe coding" and how does it work?

00:20:28 Replit as a beginner-friendly coding tool

00:24:32 Personal software development using AI tools

00:34:01 Using Claude as a resource for multiple projects

00:43:00 Caleb Hammer as creator of the week

00:47:04 How Caleb monetizes his financial audit show

00:52:32 Closing remarks and Alitu promotion

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44:26

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20 February 2025

The Big 5 Content Types and How To Use Them

In this episode, Colin and Jacob discuss the "Big Five" content strategy, a framework for creating content that attracts your audience at every stage of the buying process. The Big Five content areas are: cost and pricing, best-of lists, problems, comparisons, and reviews. They explain how each area can be used to generate content ideas, regardless of your industry. They also discuss how these different content types can be used to reach people at all stages of the buying process, from those who are just starting to research a problem to those who are ready to make a purchase.

Key Takeaways:

  • The Big Five content strategy helps you create content that attracts your audience at every stage of the buying process.ย 
  • The five content areas are: cost and pricing, best-of lists, problems, comparisons, and reviews.ย 
  • This strategy can be used to generate content ideas regardless of your industry.ย 
  • By creating content in each of the five areas, you can reach people at all stages of the buying process.ย 

Resources Mentioned:

  • Marcus Sheridan - Content expert and creator of the Big Five content strategy ย 
  • They Ask, You Answer - Book by Marcus Sheridan ย 
  • The Podcast Host - Website and blog about podcasting ย 
  • The Creator Toolbox - Website and blog about content creation ย 
  • Alitu - Podcast creation tool ย 

Chapters:

  • 00:00 Introduction
  • 05:45 The Big Five content strategy
  • 06:55 Cost and pricing
  • 11:05 Best-of lists
  • 16:35 Problems
  • 19:55 Comparisons
  • 24:05 Reviews
  • 33:35 The buying process
  • 42:35 AI and the future of content creation
  • 44:05 Creator of the week: Drumeo
  • 47:25 How to adapt the Drumeo format
  • 52:50 Wrap-up

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