From the desk of Gideon Shalwick
Issue #3 | Jan 20, 2026
Hey Reader
Most people think their “message” is the thing they sell - the service, the offer, the niche.
But Owen Hemsath has a completely different take: the real message is usually hiding underneath all of that.
In this week’s episode, we unpack how to find the thing you actually stand for - and how to turn it into short-form content that builds momentum instead of getting lost in the noise.
This week’s podcast
Unlock your true message with Owen Hemsath - EP7
Most people never struggle with content ideas - they struggle with clarity. In this conversation, Owen explains why your message often has nothing to do with what you sell, and how uncovering the deeper story behind it changes how people connect with your content.
Inside this podcast, you will learn...
- Why your audience isn’t buying your “topic” - and what they’re really responding to instead
- The one question Owen asks that instantly exposes the story you’ve been avoiding
- The difference between a playlist and something far more powerful for the algorithm
- A simple way to structure content so people naturally binge more than one video
- The 3-part hook framework Owen uses to stop the scroll without relying on “kid hooks”
Click below to watch or listen to the full episode.
In case you missed it
You can access all episodes here:
Did you know?
Owen’s “silo strategy” is built around one core idea: platforms reward binge behavior.
Instead of making one-off videos across random topics, you build multiple videos on the same topic so viewers naturally watch one, then another, then another - which signals the algorithm to push you harder.
His practical starting point is simple: pick four silos, create three to five videos inside each silo, and publish them in batches (for example Monday, Tuesday, Wednesday - or all at once if you’re brand new).
One more detail that matters: don’t label them as Part 1, Part 2, Part 3. You want viewers to be able to jump around, because you don’t know which one the algorithm will pick up first - and you want every video to be able to lead into the next.
Quote of the week
Oh, and one more thing…
In the last two newsletters I mentioned Pat Flynn's 30-day video challenge.
I've been trying my best to fit things in between everything else but I've only been able to create four videos so far.
Even with just that, I've learned a ton and have improved my strategy and got my first semi-viral video (well viral for me at least).
Instead of just a few hundred views, I got 1,317 views - yay! But more importantly, I got THREE comments and I never used to get any comments on my short-form videos!
Seems like a step in the right direction. You can watch the video here if you're interested.
Ok… that’s a wrap
Hit reply and let me know what you thought, or what you’d like to see covered in future issues.
Until next time,
Gideon Shalwick
Founder, Vubli
PS: If you’re not using Vubli yet, you can start your free trial here.
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