Get recognition online and in the community. Publish. Conferences. Give his time and expertise.

Bug bounties.

that's a nuanced conversation. i would need more details to be able to best help. otherwise i'd just be giving out platitudes. if your friend is serious dm me a simplex invite to see if/how i can help. hint: the content is super important, they need to build a platform before seeking to monetize it. lots of actionable advice and quality content for free. basics are basics but it's reallly not about what you think people want, survey your audience and test. that saif, it's not just about quality info, they need to understand marketing in a non-douchey way (even if they hire someone), copywriting (even if they hire someone), communication, and how to differentiate their services from everyone else. this is just scratching the service. in my experience teaching this stuff, some of it can't be taught, but it can be caught. it's really a mega course all by itself.