First, take a look at his search results.

• Website shows up first
• LinkedIn shows up second (despite having way more YouTube subs and IG followers)

Interesting.

Second, Caleb occupies a unique category

When most people hear “creator”, they think IG influencers or Mr Beast.

But Caleb’s experience isn’t with those folks. It’s with the BUSINESS OWNERS who use content as a marketing channel for their businesses. Gary V. Alex Hormozi.

And that’s what most business owners want:

Leads. Dollars. Revenue.

A marketing channel from their brand.

They don’t want to “become a creator”.

Third, Caleb is already collecting emails

Take a look at his lead magnet.

What does this mean?

That he’s creating text-based content. And that he wants to own his audience (or at least their email addresses 😅). And which means getting traffic from any and all sources to his lead magnet and email list is attractive.

And which also means there’s a good content flywheel to be built.

Where the best posts on one platform are repurposed to other platforms. One email becomes several LinkedIn posts. The best LinkedIn posts get expanded to email, etc.