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HOW TO START | A Gary Vaynerchuk Original : A Guide to Content Creation and Distribution

Gary Vaynerchuk, commonly known as Gary Vee, is an American businessman, author, speaker, and internet personality. He is a co-founder of the restaurant reservation software company Resy and Empathy Wines. First known as a wine critic who expanded his family's wine business, Vaynerchuk is now more known for his work in digital marketing and social media as the chairman of New York–based communications company VaynerX, and as CEO of VaynerX subsidiary VaynerMedia.

In an era where content is king, the challenge isn’t just about creating content; it’s about starting. Gary Vaynerchuk, a serial entrepreneur and thought leader, delves into this challenge in his video. He discusses the importance of documenting over creating and provides a comprehensive guide on how to start, what to talk about, and where to distribute your content. This article aims to encapsulate the essence of his message and offer actionable insights.

Key Takeaways

  1. Start by Documenting: Instead of waiting for the perfect content, start by documenting your journey, thoughts, or expertise.
  2. The WHW Strategy: Focus on the What, How, and Where (WHW) of content creation.
  3. Medium Matters: Choose the right medium—written, audio, or video—that best suits your communication style.
  4. Distribution is Key: Utilize social media platforms not just as distribution channels but as storytelling platforms.
  5. Value-Driven DMs: Direct Messaging (DM) on platforms like Instagram can be a powerful tool for organic growth if done correctly.
  6. Macro Patience: Success in content creation requires a long-term vision and patience.

The Importance of Starting

The first hurdle in content creation is often starting. Many are paralyzed by the fear of failure or judgment. Gary emphasizes that the key to overcoming this is to just start. The fear of losing often trumps the excitement of victory, and this needs to change.

What to Talk About?

The ‘What’ in WHW is about what you want to be known for. It’s essential to look in the mirror and ask, “What do I want to do every day for the rest of my life?” Whether it’s health and fitness, fashion, or even something as niche as collecting Smurfs, that’s what you should be documenting.

How to Communicate?

The ‘How’ focuses on the medium. Gary suggests three primary forms of content: written, audio, and video. The choice depends on your comfort and proficiency. For instance, if you’re a good writer but not comfortable in front of the camera, blogging or posting written content on platforms like Medium, Facebook, or Instagram could be your go-to strategy.

Where to Distribute?

The ‘Where’ is all about distribution. It’s not just about posting content but about storytelling. Platforms like Facebook, Twitter, Instagram, and YouTube are not just distribution channels; they are storytelling platforms. Gary suggests using Facebook ads for targeted distribution, reaching out to influencers, and even DMs to provide value and gain visibility.

The Power of DMs

Gary places a strong emphasis on the power of Direct Messaging, especially on Instagram. The key is to provide value. Whether it’s reaching out to influencers or potential followers, the focus should be on what you can offer them. This could be as simple as offering to promote their content in exchange for them sharing yours.

The Long Game: Macro Patience

Gary concludes by emphasizing the importance of patience. Success won’t come overnight. It’s about loving the process and having the patience to see it through. He mentions that it’s “macro patience” that often leads to success in any content strategy.

Actionable Steps

  1. Start Documenting: Don’t wait for the perfect moment. Start documenting your journey or expertise now.
  2. Choose Your Medium Wisely: Whether it’s written, audio, or video, choose the one that you’re most comfortable with.
  3. Leverage Social Media: Use platforms like Facebook, Instagram, and Twitter not just to distribute but to tell a story.
  4. Engage Through DMs: Use Direct Messaging to provide value to others and in turn, increase your visibility.
  5. Be Patient: Understand that success in content creation is a long-term game.


The essence of Gary Vaynerchuk‘s message is clear: Stop contemplating and start executing. Whether you’re a seasoned content creator or a beginner, the principles of What, How, and Where can guide you through the labyrinth of content creation and distribution. It’s time to start, document, and most importantly, do.

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