Head of Video and Creative Content at Chili Piper 🌶 | 60 Second Marketing ⏱

I build content people actually want to spend time with.

Founding content hire at Owner.com, where I lead a content engine across YouTube, social, and customer storytelling that has generated 30M organic views and grown our owned audience by 204,000+ in under 19 months.

I work directly with our CEO to shape long-form content, case studies, and documentaries, focusing on narrative, originality, and trust over trends or gimmicks. The goal isn’t volume. It’s work that’s memorable, credible, and worth watching.

As AI makes content easier to produce, I believe the advantage shifts to people who care about taste and judgment. My role is to set a high creative bar, defend it, and build systems that let small teams execute at a world-class level.

Today I had to present a video at all-hands. So naturally, I built a fully functioning Netflix-style CMS in less than 2 hours.

Here's how it went down...

We've been working on a never-before-done recruiting video at Owner.com in the form of a 9-minute documentary, following our cracked EPD team at our hackathon back in November.

This morning, I was getting ready to share the trailer for the whole team to get everyone hyped for the release in the next couple of weeks.

At first, I planned to just share my screen and play the video in Zoom like a normal person...

But then I thought, how much more fun would it be for everyone if I shared my screen and the first thing the entire team saw was an Owner-branded-Netflix-like experience full of all our most recent video projects and YouTube videos?

Claude and I did some Coworking and in less than 2 hours, I had vibe coded what you see in the video below.

Did it make the video I was showing that much better? Probably not.

Was it a fun surprise and delight moment for the team? Totally.

But the most surprising outcome? (besides never coding anything in my life)

Right after all-hands, the team started asking: "Could we actually build something like this?"

Not a Netflix clone. But a hyper-personalized interactive content experience we could share with candidates and prospects. (with 100% less copyright infringement)

Follow the creative instinct. Go build the thing. You never know what else it might spark.

(also netflix pls know this was for educational purposes only lol)

💡 Nolan McCoy

Director of Content Marketing @ Owner.com

If your content strategy is "post more," you're in the eroding quickly bucket.

Let me explain.

Dan Hockenmaier just dropped a framework for which software companies will survive AI and which won't.

His core question: does your value compound? Or can a new competitor spin up the same thing overnight?

The companies with compounding advantages (proprietary data, network effects, scale economies) are durable. The rest? Eroding.

Now replace "software company" with "content team."

Same framework. Same shakeout.

AI made it possible for any brand to produce a blog post in 30 seconds. A video script in a minute. A carousel in five.

So the question isn't "can you make content?"

It's "does your content compound?"

Does your audience trust you more with every piece you publish? Does your story get stronger the deeper someone goes? Do you earn the right to be on someone's feed, not because of volume, but because of how you made them feel?

That's compounding value.

We've driven 30M+ organic views at Owner in under 19 months. Not because we post more than our competitors. Because we'd rather kill a video or social post that doesn't pass the bar than ship something generic to hit a calendar.

Story compounds. Taste compounds. Trust compounds.

Volume doesn't.

The content teams that survive the shakeout won't be the ones who produced the most.

They'll be the ones people actually remember.

(if you havent read the full article from Dan Hockenmaier, you can find it on his Substack, highly recommend)

Before you vibe code that idea…

Ask yourself one question.

Why?

Why should I build this tool?
Why should this product exist?
Why will this thing solve the problem I'm actually having?

Because if you don't know, then it's probably just a distraction from real work.
And I'm convinced that 90% of the AI projects being posted about on here are just that.

Or as Stewart Butterfield called it, "hyper-realistic worklike activity." Stuff that's superficially identical to work, but isn't.

Here's an example...

Part of our IG strategy at Owner.com is to newsjack current restaurant news and turn it into high-performing carousels.

But the challenge is actually finding the ones that most relate to our ICP and our brand. (Restaurants are a wide TAM and we have a very opinionated product POV.)

This week Notion dropped their AI Agents and I wanted to build something. But I didn't know what.

So I asked myself, why do I want to build this agent? What problem could it meaningfully solve if I invested an hour or two?

The answer: a news scraper that updates a database every day with the most recent restaurant news, uses a strict set of rules to filter out the noise, AND is trained on our internal social media docs on what good looks like, then suggests the angles, hooks, and applicable lessons for restaurant owners we can use in social.

Within 48 hours we had 5+ super relevant and credible news sources with suggested social angles trained on our content, ready for our carousel contractor to rip, while also building an internal resource the entire company can cite and reference across Notion.

If I hadn't asked where, I probably could have built something with other tools, but it would have been siloed from the rest of our workflow.

If I hadn't asked whether it was worth the time, we'd still be manually hunting for news stories that may or may not matter.

If I hadn't asked why, we could have built something that functioned but didn't give the output we actually needed.

The best ideas don't come from "because you can." They come from "because you should."

We didn't build a cool AI project. We built a content pipeline that's already producing work this week.

thursday thought…

what would it take to create a “I already bought this” button for ads?

like just let me click a little thing and then upload proof of purchase

then I’d never have to see the ad again, and the marketing team saves on ad spend

seems like a win win?

taplio

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taplio

.css-6ytdur{background-image:linear-gradient(284deg, rgba(39, 43, 72, 1) 0%, rgba(33, 47, 183, 1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}Nolan McCoy's Linkedin Analytics

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