The Content Fizbo ?? #1

LinkedIn is like a cafe where I go to work several times a week. I have a cup (or several) of coffee, talk to fellow sitters like me, and go home happy. It’s even more fun when Chotu accompanies me.

I have been thinking about how to stay in touch with my LinkedIn friends and have more conversations with them.

That’s when the idea stuck: starting a weekly newsletter on LinkedIn - The Content Fizbo ??. More like a 3-month experiment to test the waters and see how good (or bad) I am at consistently showing up and adding value via The Content Fizbo ??.

Firstly, I've heard this one complaint??? number of times from CMOs and content marketers: Our writers lack depth when it comes to writing thought leadership content.

Constantly sourcing new writers is not the solution to this problem as considerable time and ??????????go into finding these writers, vetting them, and getting them started to create your content.

Instead, I'm of the opinion: you don't always need new writers 
but better processes to help the writer do a great job.        

At most companies, you’ll see that the leadership team does not have the time to write content themselves, rather they have freelance writers do this for them. And when the content is shallow and lacks industry knowledge: your audience sees through it.?

Especially if your CEO gets a column at an industry publication,

• Leaving all the research on the writer,
• Having them find a distinct angle,
• Finding a unique tone, narrative and backing their arguments with unique insights would only lead to a half-baked article.??

So the question is: how do you set this writer up for success??

#1. Either you hire an industry expert writer to create thought leadership content.

However, such folks are EXTREMELY HARD to find and possibly would charge a ??.?Very few companies can afford experts to create their content.

#2. Or find a writer who understands your industry and has great writing skills.

Creating the visualized output with such a writer would be a collaborative activity between the writer and your marketing team:

Share your observations and research including customer pain points, the CEO’s viewpoint and tonality, customer success stories and product narrative.

Let them put their writing skills to use: to create a piece that does justice to your founder’s thought leadership article.?

As a marketing team, your job is to enable the writer 
to do the best work possible by providing them with the 
resources they need.?        

If you’re working with a freelance writer, I’d recommend putting together a folder with the following:?

• Unique POV for each content piece?
• Brand positioning and guidelines?
• Customer quotes, testimonials, videos, and case studies?
• Product walkthroughs?
• The ideal length?
• The intent of the content piece?

Another realization this week: Building a bootstrapped SaaS product with a small team is something to be SUPER PROUD off!?

We're a small team building iScribblers AI: 1 developer, 1 UX/UI designer, an operations manager and me.

What changed my belief? Rand Fishkin ’s honest retrospective of SparkToro’s year 3 retrospective.?

If you’re a founder like Rand (and me) building a product with a small team, be proud of yourselves. And remember if fewer deals closing got you thinking: “Is something wrong with our approach” - you’re not alone. Purses are tight, budgets are pulled back. Keep building, marketing, and adding value and eventually, it’ll start reaping results.?

A shoutout to my favorite workwear and athleisure brand: Bliss Club. If you love working out, their leggings are the most comfortable ones.?

Here’s a personal favorite: https://blissclub.com/products/high-waisted-ankle-length-leggings-with-4-pockets?variant=43777231520000?

The best part is they’re even great for dailywear.?

Lastly, a big thanks to my spouse: with whom I share even the tiniest things that happen at work. The venting, the good and the bad of running a business: especially during the current downturn. On my worst days, he pulls me out of the darkness. ??

SaaS hiring ??

Spendflo is looking for a content marketing manager and a content marketing executive. Reach out to Nivas Ravichandran ([email protected]) to join their rocketship and build a unified SaaS buying and optimization platform that has raised Series A funding.?

I’d love to hear your feedback on ?The Content Fizbo ?? + anything else you’d like to hear from me or ask.?

PS: While the market is down, it’s given me a chance to take a step back and look at the big picture; to think more strategically in terms of growing iScribblers. Eternal optimism is an occupational hazard of being an entrepreneur.?