The Creator Stack I Actually Use (And How to Build Yours)

Five tools run my entire content business. I use Claude Code to plan, Instagram to reach people, ManyChat to convert comments into conversations, Vercel to host my site, and Kit to build my email list. Each one has a single job. Together they form a loop that compounds over time.

This guide covers all five -- what they are, why I use them, and how to set each one up. I'm not going to go 10,000 words deep on any single tool. The goal is to get you oriented well enough that you can start building.

The stack at a glance

Four of the five are free to start. Claude Pro is the only paid entry point, and it's the highest-leverage one.

Claude Code: the strategy layer

Claude Code is an AI that runs on your computer. Unlike the Claude you use in a browser, this version can read files, run commands, and connect to external tools. You point it at a folder, and it becomes a persistent system that knows your brand, your voice, and your content operation.

I wrote a full breakdown of how I built my content engine on top of it -- including the five-stage workflow that took me from 4 hours per video to scripting 23 in a single morning sitting. Read that here.

The short version: the engine runs five stages. Research pulls trending topics from real sources. Ideation turns one topic into five distinct video angles. Scripting generates ranked hook options and a filming card for each. Filming is you pressing record. Posting pushes everything to seven platforms at once with one command.

How to get started:

1. Go to claude.ai and subscribe to Claude Pro ($20/month)
2. Download the Claude desktop app at claude.ai/download
3. Follow the full content engine guide -- it covers setup, connecting research tools, installing skills, and running your first full session end to end.

Instagram: where the content lives

Instagram is where organic content drives reach. If you're creating short-form video, Reels are still one of the highest-leverage places to post -- the algorithm pushes them to non-followers, which means every good video is a potential discovery moment.

I post daily on @themattycartwright. The content is a mix of AI tutorials, behind-the-scenes on building my business, and opinions on where the creator economy is going.

There's no secret framework here. Post consistently, optimize hooks, watch what performs, make more of what works. The other four tools in this stack help you do all of that without it taking over your entire day.

The basics:

• Post Reels, not static posts, if you want reach
• The first 2-3 seconds are everything -- your hook determines whether anyone watches
• Use the caption to add context and include a CTA ("comment X to get the link")
• Check your Insights weekly to see what's actually working

Instagram is the top of the funnel. It's where people find you. The goal is to get them off Instagram and into something you own -- which is where ManyChat comes in.

ManyChat: turning comments into conversations

ManyChat is where the conversion happens. It's a tool that automates Instagram DMs based on triggers, and it changes how the Instagram algorithm works in your favor.

Here's the play: you post a Reel and tell people to comment a specific word to get something -- a link to your blog post, a free resource, a guide. When someone comments that word, ManyChat automatically sends them a DM with the link. Instagram rewards posts that generate comments. The automation handles the follow-up. You get the comment engagement AND the direct conversation.

The DM is also where you can drive people to your email list. "Here's the link -- drop your email if you want more like this" is a natural ask inside a one-on-one conversation.

How to set it up:

1. Go to manychat.com and create a free account
2. Connect your Instagram account
3. Create a new flow -- choose "Comment to DM" as the trigger
4. Set the keyword people should comment (example: "GUIDE")
5. Write the DM message and include your link
6. Publish the flow

Once it's live, put the keyword in your video caption and in the video itself. When the comments come in, ManyChat fires the DMs automatically. You don't touch anything.

The free tier covers the basics. If you're running multiple flows across several posts, the paid plan ($15/month) is worth it.

Vercel: hosting your website

Vercel hosts my website (mattycartwright.com). It deploys automatically from GitHub, so every time I push a change, the site updates in about 60 seconds.

If you're not a developer, the simplest version of this is: Vercel is where your website lives, and it updates itself when you make changes. You don't deal with servers, DNS headaches (beyond initial setup), or deployment pipelines. It just works.

The free tier is generous. For most creator sites -- a personal brand page, a blog, a services page -- you won't pay anything.

How to get started:

1. Create an account at vercel.com -- sign in with GitHub
2. If you already have a site repo, import it and Vercel sets up automatic deployments
3. If you're starting from scratch, the simplest path is a Next.js template -- Vercel owns Next.js, so the integration is seamless

The reason your website matters: it's the only thing you fully own. Instagram can change the algorithm. ManyChat can change its pricing. Your website is yours. That's where blog posts live, where email signups live, where the content that ranks on Google lives.

Kit: building the email list

Kit (formerly ConvertKit) manages my email list. When someone enters their email on my site -- through a blog post gate, a signup form, or a landing page -- it goes into Kit. From there I can send newsletters, set up automated sequences, and tag subscribers based on what they signed up for.

Email is the most owned channel you have. A follower on Instagram is renting. An email subscriber is yours.

The free plan covers up to 10,000 subscribers and includes basic forms, sequences, and broadcasts. That's more than enough to get started and build a real list before paying anything.

How to set it up:

1. Go to kit.com and create a free account
2. Create a form in Kit and grab the embed code (or use Kit's hosted form URL)
3. Drop the form on your Vercel site -- in a blog post, on a landing page, in the footer
4. Set up a welcome sequence: a few emails that introduce who you are and deliver on whatever you promised when they signed up

The most important thing is to promise something specific when you ask for the email. "Subscribe to my newsletter" converts poorly. "Get my content engine template pack" converts well. The offer matters more than the form placement.

How it all connects

The loop runs like this:

1. Claude Code helps you plan what to post
2. You post a Reel on Instagram with a keyword CTA in the caption
3. Someone comments the keyword -- ManyChat sends them a DM with a link
4. The link goes to a page on your Vercel site
5. That page has a Kit signup form
6. They enter their email -- now they're on your list

Instagram brings the audience. ManyChat converts the comments. Your site is the destination. Kit captures the relationship. Claude Code helps you figure out what to do next.

None of these tools are hard to set up. The harder part is building the habit of posting consistently and using the data to get better over time. But the infrastructure -- this stack -- handles everything that shouldn't require your attention.

Start with Claude Code and Instagram. Get comfortable posting. Then layer in ManyChat once you have content that's generating comments. Add the website and Kit when you're ready to capture email. Build it in stages.

The goal isn't to have all five running on day one. The goal is to have a system that grows with you.