Introduction

Owner.com grew its audience by 42x in a year using one simple idea: make world-class content that wins attention like real creators, not B2B marketers.

The Problem It Solves

Most B2B content is dull and formulaic. It fails to grab attention or deliver value to the audience it targets. Owner.com fixed this by applying creator-level execution and ruthless focus on what their customers actually care about.

Quick Summary

Owner.com’s content strategy, led by Nolan McCoy, is built on three pillars: choosing great ideas, executing like professional creators, and building a system to scale. Every piece of content must pass the “busy restaurant owner test” - would a restaurant owner actually stop scrolling to watch it? If not, it gets cut.

Their content engine is organized into six clear buckets that align to a marketing funnel - from viral top-of-funnel “restaurant growth stories” to tactical videos that naturally plug their product. This structure helps balance reach and impact while keeping their message relevant.

But the real edge comes from execution. They’ve built a full creative team - scriptwriters, producers, editors, and data analysts - to deliver top 1% quality videos. Strategy alone can’t win on YouTube or social; production quality, speed, and focus do. Even strong videos get scrapped if they don’t meet their internal “world-class” bar.

Key Takeaways

• “World-class content” means creator-grade storytelling, not B2B-safe marketing.
• Execution beats strategy. Hire specialists for scripting, editing, and analytics.
• Every content idea must pass a strict relevance test for your ICP.
• Document your definition of “good” and defend it ruthlessly.
• Leadership alignment is critical - great content starts from the top.

What To Do

• Define your own “busy customer test” - who are you making content for, and would they actually care?
• Create a document outlining your brand’s “world-class” standards.
• Hire or outsource creative pros instead of asking marketers to “do it all.”
• Focus on fewer, higher-quality videos instead of more frequent but mediocre output.
• Build leadership buy-in for a long-term content system, not one-off campaigns.

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