The what/why is free; the how/method is the paid engagement.
The brand-architecture line: give the recipe (the what and why) free on the hub, and route the how and method to paid engagements.
The instinct to hold back is usually wrong. Ideas aren't the scarce thing — anyone can read the recipe, and the ones who were never going to hire you were never going to hire you anyway. What giving it away actually buys is proof: it demonstrates you have a method, in public, in enough detail that a serious reader can tell it's real rather than a brochure. Generosity is the cheapest credibility there is.
The kitchen is what stays paid, because it's what can't be copied from a page. Building the thing for someone else's world — their data, their constraints, their team, their mess — is judgement applied under specific conditions. The recipe is knowledge; the kitchen is work. Only one of them scales by being shared.
It's also a filter that works in both directions. The reader who takes the recipe and builds it themselves was never the client; the one who reads it and thinks I want this, done properly, in my situation has already qualified themselves.