Running a business alone can feel like a circus act where you’re playing all the roles. Between service delivery, client communication, and keeping the lights on, the last thing you think about is content. Yet, content is still king when it comes to digital marketing. Content builds authority, drives traffic, and connects you with potential customers. So how do you create consistently without disrupting other parts of your business? You follow the Gary Vee model for solopreneurs.
Gary Vaynerchuk (aka Gary Vee) popularized a concept called “Document, Don’t Create,” and it’s an absolute game changer for solopreneurs. Rather than sitting down to craft the perfect copy every single time, turn the camera or phone on and start capturing what’s already happening.
Key Takeaways
- You don’t need a team to document your business journey—you need a strategy.
- Use what’s already happening in your day: client questions, before-and-after photos, quick tips.
- Repurpose one piece of content into several across platforms.
- Free tools like Canva, CapCut, and scheduling apps make content easier than ever.
- ThinkDMG helps solopreneurs build systems that market the brand they already are.
At ThinkDMG, we help small and medium businesses in South Jersey and beyond market themselves without burning out. If you think “document, don’t create” only works for influencers or major enterprises, we’re here to show you otherwise. Today, we’re going to show you how to adopt the Gary Vee model for solopreneurs.
Document, Don’t Create: A Gary Vee Model for Solopreneurs
Let’s take a look at what goes into documenting rather than creating and how you can implement it—even by yourself.
1. Start With What You’re Already Doing
Ever consider getting a content calendar with 30 days planned? Yeah, you don’t need that. Pull out your hone and record a quick thought. You could, for example, answer a question your client just asked. Show before-and-after work. Record a tip or “common mistake” you see people making in your industry.
It’s raw insight rather than planned content, and that comes across as authentic. You don’t need scripts or writing. Just do you.
2. Repurpose One Piece Into Many
You don’t need a fresh new piece of content every single day. That’s a recipe for burnout. Instead, consider repurposing what you already have.
One short clip or paragraph can become:
- An Instagram reel
- A quote graphic
- A blog intro
- Google Business updates
- A Facebook post
If you’re having trouble, call us. ThinkDMG can help you use the Gary Vee model for solopreneurs, turning one raw idea into 5-7 pieces of unique content.
3. Use Free Tools and Simple Automation
It may feel like you need a big marketing team to get content done, but there are plenty of tools out there that make it easy. Use:
- CapCut or Canva for simple editing
- ChatGPT to help turn a clip into a caption or blog
- Later or Meta Business Suite to schedule posts ahead of time
Automation lets your content run while you focus on your business.
4. Focus on Value, Not Views
Gary Vee’s most powerful point: authenticity wins. People want to see the process, not just the polished product. Your imperfect video explaining “what to know before a roof replacement” will connect more than a stock photo and a slogan.
So when you’re feeling overwhelmed, just remember that reality connects more than something curated.
5. Stay Consistent, Not Perfect
Think about the small businesses and solopreneurs that you’ve personally connected with. Those brands most likely don’t aim for perfection. They don’t wait for the right timing, lighting, sounds, or caption. At ThinkDMG, we teach you how to build a content system that reflects your real work—without pulling you away from it.
Real-World Examples of “Document, Don’t Create” Content
Ready to apply the Gary Vee model for solopreneurs? Here are some examples that you could use right now to get started with documenting your day-to-day:
- Record your workspace, a project you’re working on, or a time-lapse of you completing a task. For example, if you’re a roofer, you may document a time-lapse of removing shingles and installing new ones.
- Share clips of client conversations, with their permission.
- Document a typical work day.
- Discuss how you handle certain tasks. For instance, if you run a med spa in Medford, how would you prepare for a client’s facial?
- Share quick takeaways from wins, failures, or changes that made your day.
- Turn messages, client DMs, or team chats into short lessons, Instagram carousels, or threads.
Frequently Asked Questions
Do I need to be on camera to document my business?
No, though it helps. You can document through photos, voice memos, blog posts, or behind-the-scenes shots.
How much content do I need to create per week?
Start with just one idea and repurpose it into a few posts. Quality and consistency matter more than quantity.
Can ThinkDMG help turn my raw content into something usable?
Yes. We take your photos, voice notes, or rough drafts and turn them into conversion-focused content across channels.
What if I don’t have time to post every day?
You don’t have to. We can help you build a light content system that batches and schedules content in advance.
You’re the Brand, so Document What You Do
People buy from people. If you’re a solopreneur in South Jersey, your biggest advantage is you. Apply the Gary Vee model for solopreneurs and see your content shine. That’s also what we amplify at ThinkDMG. You already have what it takes to build visibility. You just need the right system to document it consistently—and convert viewers into customers.
🔥 Turn Everyday Moments Into Powerful Marketing
You don’t need a production crew—just the right process. Let ThinkDMG help you document, repurpose, and amplify your content like a pro.
We’ll help you build a content system that works even when you’re off the clock.
