Turning scraps into content gold

Hey there,

Welcome to a new meeting of the Cool Content Club. I'm glad you joined us this week.

Lately, I’ve noticed a pattern in the short videos I watch. I’m hooked on content I never thought I’d care about—topics I had zero interest in. But the way these videos are crafted pulls me in every time.

And there’s usually a common thread.

They dig deep, breaking down the process and revealing what’s usually hidden or overlooked.

This trend isn’t new, but I’m still surprised by how many marketers only focus on working with the polished final product. Missing a goldmine of content in the process.

But some clever creators are flipping the script, turning those overlooked details into something 10 times better than what a marketing team puts together.

Now, let’s see three examples:

DJ TRANSITIONS

I’m not a big fan of electronic music, and I certainly don’t go clubbing, but I’m hooked on these shorts.

It's the same basic format and the same simple intro every single time, yet I can’t stop watching them. 

The way they highlight everything happening on the DJ board in real time fascinates me.

HIGH-END RESTAURANT

Fact #1: Traditional cooking videos are usually long and slow, designed so you can follow along at home.

Fact #2: The behind-the-scenes of fancy restaurants has always been a mystery—chefs worried someone might literally steal their secret sauce.

This restaurant has flipped the script.

Sharing how they cook all their dishes. It’s fascinating to see how many steps—and days—it takes them to make a sauce.

CRAFTING AN AD

Recently, Harry Dry did an amazing transparency exercise.

Just like restaurants, people usually like to keep their secret sauce… secret. But Harry went on David Perell’s podcast and shared his entire 20-step process for writing an ad with all the details and reasoning behind each step.

You rarely get to see how a copywriter works, and the fact that the process is so detailed makes it unique and a must-watch.

This is a no-brainer marketing opportunity for businesses across all industries: gardening, fashion design, or startups. It can be any business.

And for creators, this opens up a world of possibilities. Pick a niche, go deep, and reveal the golden nuggets that most people never see.

This formula can be applied everywhere because if someone likes a topic, they want to know all the possible details behind it. And if they don't know anything about it, it can be fascinating to discover all the work that goes unnoticed.

Sorry for the long post. I hope you enjoyed it.

Cheers,

David