Play #010 Three Ways Content Can Fuel Growth

Welcome to the Play #010 of the Founders GTM Newsletter. Each week I will bring you one GTM play that is tested through scaling multiple 7-figure B2B businesses that you can put into action to scale your business.

In today's issue, I want to talk about how content-led growth can be a reality for founders. It's a concept many founders struggle to wrap their heads around. The biggest hurdle is that founders are unsure how to build a consistent process and what platforms or mediums to prioritize. The key to getting started is to have a simple process and expand once you start to have started to see success. I will dig into three ways to get started and suggest some tools that I personally use.

1.  Podcasting

Podcasting is the medium that I love because it has such a low barrier to entry. All you really need is a decent mic and a topic that you could talk about that aligns with what your business does. With podcasting, you can either start to guest regularly or you can start your own show. Either of these will give you a ton of content that you can repurpose across social platforms. One of the additional benefits is the relationships you will build with either the podcast hosts or guests depending on what path you chose. If you want to guest on shows you can build a list on Listennotes and if you want to start a podcast I recommend you record on Riverside for high-quality video and audio.

2.  LinkedIn

LinkedIn is the number one platform for any founder that is in the B2B space. There are currently 875 million users on LinkedIn. The issue is that most founders don't utilize the platform to its full potential or use it incorrectly. A simple mindset shift of "what can I give?" instead of 'what can I get?" will make a huge difference. The best way to add value is to build a network of people that fit your ideal customer profile and engage. You want to engage with their content and the content they engage with, Make sure to optimize your profile and start to post original content that adds value to your network. The best tool that makes it easy to consistently schedule high-quality content is Taplio. With Taplio you can easily write content in the best format, repurpose content, promote in the comments, and create a schedule queue for various content formats.

3.  Newsletter

Starting and maintaining a newsletter can be challenging. It is a serious commitment and even I have missed several weeks when things have gotten too busy. The idea of the newsletter is to get people off of the social and podcast platforms and onto your email lists. It allows you to consistently add value to those that you can help most. On podcasts and social platforms, the attention you earn is limited and never guaranteed. I don't recommend starting a newsletter till you have gained traction on social and or podcast platforms so you can drive new readers to your newsletter. I have tested several platforms and have found Beehiiv to be the best platform to run a newsletter on.

Final Thoughts

The key to all of these platforms is to be consistent and not give up before it starts to pay off. Today I post daily on LinkedIn, Twitter, Instagram, and Youtube. I have a daily podcast, guest 1-2 times per week, and an almost weekly newsletter. This did not happen overnight and I have a team that helps me make it all possible. With all that being said, content is my number one lead source for everything that I do today and it can be for you as well.

See you again next week.

Collin MItchell