Introducing ContentBlocks

For the last three years, I’ve been quietly working on something new — designing, building, rewriting, and rebuilding the same idea over and over until it finally clicked.

Today, I’m proud (and a little relieved) to finally introduce ContentBlocks.

If you don’t know me, my name is Dylan Jones. I co-founded ClickFunnels back in 2014, where I designed and helped build the original page builder and product experience alongside Russell and Todd. ClickFunnels grew faster than any of us imagined, and along the way, I learned a lot about what makes online education work — and what still holds it back.

Since then, I’ve been obsessed with one question:

How can we make learning online more interactive, more personal, and more human — not just more videos and text?

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The Mission

The mission behind ContentBlocks is simple: To explore how AI can seamlessly integrate into online education — not to replace the expert, but to help them teach, guide, and connect more effectively.

AI shouldn’t be about removing the human. It should be about amplifying the human. When used right, it helps creators become better teachers, not obsolete ones.

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The Evolution

When we launched ClickFunnels in 2014, online courses were mostly an afterthought — a series of videos and maybe a PDF or two. Fast forward to today, and surprisingly little has changed.

There are dozens of new platforms now, but most still focus on the same things: more videos, more lessons, more features. Yet the experience of learning online hasn’t evolved much.

In 2020, I started working on Onepager.io, my first attempt at changing that. The goal was simple: make frameworks and lessons interactive. A single page that could hold a video, a framework, and an interactive worksheet — something you could actually use, not just watch.

That idea resonated with coaches, course creators, and experts who wanted to help their students think, reflect, and take action.

But I wanted to go deeper.

So I began working on ContentBlocks — a platform where you could build entire workbooks that use AI natively and intelligently. Not just to generate text, but to create dynamic, personalized experiences for every student.

Over time, the breakthrough became clear: The magic wasn’t in better prompts — it was in better context.

When AI first arrived, everyone focused on prompt engineering — learning how to phrase a question the “right” way. But what really matters now is context engineering.

In ContentBlocks, there are two kinds of context:

1. Expert Context — your knowledge, lessons, videos, frameworks, and methods.
2. Personal Context — the student’s data: their inputs, goals, progress, and reflections.

When those two contexts meet, something powerful happens.

Every AI interaction inside a workbook uses both. That means as your students engage — filling out forms, reflecting, completing exercises — the AI agents inside their workbook learn from that. They respond in ways that feel personal, relevant, and timely.

This is the part I’m most excited about: how this new primitive — context-aware learning — can completely change how we teach online.

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About the Founders

I’ve been the one building and designing ContentBlocks from day one — every line of code, every interface, every pixel. It’s been a wild ride, and honestly, not something I’d recommend anyone do alone. But I love product design too much not to.

By day (and often by night), you’ll find me deep in the code editor, sketching new interfaces, or obsessing over small UX details.

I’m joined by Dan Zaitzow, who leads our operations and support. With years of experience in the Canadian startup world — from TED to Canada Drives to Spring Financial — Dan has built and scaled top-performing teams and now focuses on helping creators thrive through ContentBlocks.

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The Future

We’re just getting started.

There are so many features nearly ready to roll out — new block types, integrations, analytics, and ways for creators to build even smarter workbooks.

But for now, I’d love for you to explore, experiment, and tell us how you use ContentBlocks. Every creator brings their own style, their own frameworks, and their own students — and that’s what makes this platform exciting.

Thanks for joining us on this journey. It’s been years in the making, and I can’t wait to see what you build.

— Dylan Jones Founder, ContentBlocks