Bold Types #10: Christin Thieme on simplifying your content 🇺🇸
"Keep a bias toward action. It's easy to hide behind planning, plotting and perfecting (I know!), but the impact you want to make can never take hold until you actually take action."
Conversations with digital entrepreneurs on courage, craft, and creative living.
Christin is editor-in-chief of The Salvation Army in the western US, where she tells stories about people making an impact for good and prompts others to action. She holds a master’s degree in specialized journalism from the University of Southern California, has taught journalism, and helps creatives simplify their content strategies on Substack.
Welcome, Christin! ✨
What problem is 'The Content Brief' solving?
I help creatives simplify their content. Anything we create and share is an invitation to connect, and I want people to have a plan and a workflow that is exciting to show up for.
I hold a master's in specialized journalism, have worked for nearly two decades leading a content marketing team for an international nonprofit, and taught journalism and communications as an adjunct professor. Content is what I eat, sleep and breathe if you will.
After helping friends strategize how they could better connect with the right people online around their makeup artistry, barbershop and even psychology practice, I saw how overwhelming this world of content is to people who aren't necessarily in it daily. I enjoy helping people break it down into something more tangible, sustainable, and real-life approved, so I've taken up doing so here on Substack.
If you're feeling overwhelmed, frazzled, and frustrated with how you show up online… If you want to better connect (and convert) people to your ideas and your work…
is for you. I'll help you take control of your content so you can stay in your zone of genius.What's always on your desk?
At my full-time gig, coffee, water, a Blackwing and my Airpods. At home, I'm often typing straight into my Notes app between baseball practice or bath time.
With three boys under six, I love and live by the Julia Cameron quote:
The 'if I had time' lie is a convenient way to ignore the fact that novels require being written and that writing happens a sentence at a time. Sentences can happen in a moment. Enough stolen moments, enough stolen sentences, and a novel is born—without the luxury of time.
I also printed out a screenshot of my first-ever paid subscription and put it in a little frame to remind myself I might be onto something, to keep going, and to keep finding ways to be helpful as I build this community.
What are you struggling with right now?
Time! I have so many ideas, but we all only have so much time, so I'm constantly reminding myself to focus on what moves the needle. This week, I am largely wrestling with delivering a virtual summit I'm hosting: The Content Spark Summit.
This free full-day event on Substack June 27 is meant to help you spark meaningful connection with your content. From understanding the importance of engagement to creating a content strategy you can't wait to show up for to fostering genuine connection and leveraging your unique expertise and experience, 14 expert speakers will share what they know.
And I'm working on getting the word out…so please come! Grab your free ticket here.
Best business advice received this year?
Just this other day, I saw this quote from Seneca: "You must match time's swiftness with your speed in using it, and you must drink quickly as though from a rapid stream that will not always flow."
He may have been a Roman philosopher, but the advice holds today:
Keep a bias toward action. It's easy to hide behind planning, plotting, and perfecting (I know!), but the impact you want to make can never take hold until you actually take action.
Tell me about your newsletter strategy, its value to your business, and how you measure success.
Right now, I'm in an awareness-building phase, focusing on free subscribers, which is part of the strategy behind the summit.
There are three ways to engage with me at The Content Brief:
As a free subscriber, you get each of my posts to help you create a newsletter you love *without* the overwhelm. Things like: What to do with your story, questions to find your content sweet spot, and a template to write your personal bio. Plus, my monthly content report of things I've digitally dog-eared and Creator Briefing Q&As with other creatives, like this recent one with Lucy Werner.
As a paid member, you get access to my quarterly content planning party, where I'll help you plot out your next three months of content. The next one happens in August and will help you create a plan to show up consistently, with intention.
And as a paid member of The Briefing Room (the founding member tier), which I'm just about to launch, you get exactly what you need to design or redesign your newsletter content strategy with ease, including my exact simple content system, an all-in-one dashboard workspace, and a monthly brief on one specific thing to reset to keep your strategy fresh. It's all designed to save you a lot of time and frustration so you can have a bigger impact with your newsletter.
If you Join The Briefing Room before September, you get a bonus 1:1 Content Strategy Session with me!
I'm also building in ways to collaborate and share with other creatives. I hope The Content Brief becomes a vibrant community that supports each other in what can sometimes be a lonely endeavor.
What important truth do very few people agree with you on? Or your 'spiky point of view,' Wes Kao calls it.
Providing value doesn't mean having all the answers.
Creative work that inspires an audience and builds a community (and business) doesn’t require anything stunt-like, viral or wildly innovative.
We don't have to show up as "experts," with all the answers ready to guide others to the big transformation. Trying to do so often leads to becoming another faceless creator of tips & tricks and *value* in some Wikipedia-esque, robot-generated "I have it all figured out" status quo.
And the problem is…that says nothing of the journey.
You could have the most well-researched writing in the world, but if it feels like nothing more than a robot production, it won't get read.
Conversely, you could write about your life as a dog walker, and if you're asking questions that take us on a journey and leading a conversation from your perspective, every word will get read.
To provide value, you need curiosity, questions, and a yearning to explore. It means being willing to lead the conversation and invite us on the journey of an idea in real time through your content. People don't want to see processes, deliverables, skills. We want to see perspective, relationship, transformation—and that means your point of view, personality and perspective.
Last week, I wrote about why I hate the word 'content'. It's become a catchall term for everything we make—words, video, audio—invading everyday talk and devaluing the creative process. What's your take on it?
This is SUCH an interesting question and a sentiment I've seen pop up recently. I've never thought of it negatively. I think of it like the word "box"—a catchall term that encompasses so many different specific things but one word that gives you the gist.
I'm sure some of the negative vibes toward the word come from the push for "top ranking" and "click-worthy" content that doesn't deliver, but for me, it's just a succinct way to describe the many ways we invite people to connect with us.
That's what content is, in my view, whether it's a newsletter, podcast, social post, and so on.
When you create and share something, you invite others to connect with you about your ideas and work. Of course, if you are specifically a podcaster or a novelist, say that. Lean into concrete specifics over summary words whenever you can.
How have you shifted from 'creating content' to 'building community' on Substack?
With a relatively new newsletter on Substack, I came in knowing I wanted to build a community. I love to plan parties. I love to build everything around a specific purpose. To carefully word the invite. To think through the menu. To find the right party favor. To design the table. To welcome everyone in. To surprise and delight. To make them feel loved.
I feel the same about crafting my own little club right here on Substack. Building a newsletter and community is the ultimate gathering. And I'm here to party. 🎉
Can you recommend some resources for entrepreneurs?
The Elements of Style by Strunk & White—I love this illustrated version of the classic go-to guide for writers on how to "make every word tell." (It's also one of my favorite gifts for the creative types!)
Building a Storybrand by Donald Miller—The best how-to I've seen on using words to talk about your product or service. It'll help you define a clear message on how you can help potential customers. Worth re-reading annually. (Here's my full list of favorite books to improve your writing for more.)
And I've truly been loving
's community, , for learning how to generate your own buzz.Are you using AI tools? If so, how are they helping you work smarter and save time?
Yes! I call Chat GPT my intern. I love using it to prompt my thinking, research subjects, synthesize interviews, and spot holes in them. It also helps repurpose my hero content into supporting pieces.
My goal is to create one Substack post a week and then repurpose it into snippets and teasers for my supporting platforms. To help save time prepping those shorter pieces, here’s a basic starter prompt I use:
I am a [what do you do], and I need to create a social media post based off a newsletter I previously wrote. The audience is composed of [your audience.]
Use this text to write 3-5 short-form teaser pieces of content for [platform] that highlight the main points, benefits or offers of this newsletter. Ensure the tone is [your tone].
Include a CTA at the end to subscribe to my newsletter, [your newsletter name].
Here's the newsletter: [paste copy]
Using that prompt on this recent post of mine, here's the first two of the five posts it generated:
Not bad for a first pass. I always edit the intern's work for quality and to sound more like me, but the beauty is you're not starting from scratch.
Best coffee & coworking in your town?
I haven't done any local coworking, but my favorite coffee shop to work in is The Boy & The Bear in Redondo Beach, California. It has an aesthetically pleasing dark, earthy, "let's get to work" vibe and good coffee. Win-win.
Do you have a question for my next guest?
What do you love about your work?
Where can readers find you?
Please come visit over at
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