Creating content. Honest content.

Content is King.

A well-worn-out quote that hovers over LinkedIn ’s wall, but yet far from the executable and operational reality.

The famous algorithm decides in favor of those who pay. Organic growth is a chimera still present in DIY marketing manuals, courses, pieces of advice, and imposed guru's mantras.

So, making everything spin around a horde of AI proposals will not make you succeed, especially if succeeding for you is a vanity-backed perception.

As a heavy YouTube consumer, I can tell you that every time the platform kindly interrupts the video that I am watching to offer me a bit of advice for my own sake, it does it by displaying diapers for kids and/or cosmetic products adds for someone with two sons who already shave themselves and with a far interest to enlarge my slashes. So what? You pay as a brand but it is not clear to me what happens with your brand when nobody sees you.

If you use your communications to drop your mantra, and vision, and pay no attention to the concerns of the addressees, you will end up wasting your (company) money, time, and talent, if any.

To engage, to create a solid bond with your targeted audience, aka community, you must keep on top of your mind what’s on top of their minds.

Offer a solution to their problems/worries and/or any sort of benefits for them and you will be rewarded with their loyalty, endorsement, and a chunk of their time and emotions.

Make something truthful, and transparent, and be what you are. Focus your effort on keeping your community close and happy. ?

My marketing background and past left scars in my days and maneuvers.

Back in my days at Macario, we committed ourselves as a team to become a safe beacon able to be there and where we would be required, and unexpected the most.

Surely we told and shared all about our brands and company’s activity, launches, changes, and achievements. But it is also true that my marketing squad was able to connect with our clients and audiences by providing enormously valuable content that would become a help, a tool, or guidance.

For instance, we detected that some stores were not using the original Shimano brake mineral oil, a safe source of problems. Once our sleeves had been rolled up regarding brakes, we seized the occasion to simply explain the advantages of riding Shimano’s technologies for disc brakes.

Shooting a video helped to extinguish the fire of the usage of non-original Shimano brake oil (pink one). Additionally, we offered the reasons why to trust Shimano when braking your bike is the topic just by highlighting the most common fears of users: heat dissipation and braking power.

This all was easier because of the flair of RAFAEL SORIA DE LA CRUZ , the most skilled guy in blue in the world.

And what about the shift from calipers to disc brakes for road bikes? We worked in advance of times to put black-on-white the reasons to support that already-forgotten transition.

The always sharp Jaime de la Rica , conveniently placed at Macario’s facilities, with a brake rotor in his hands and backed by his immense talent, poured our standpoint and the reason why this change would become unstoppable (#pun)

This happened north of eight to ten years ago. So, a sense of pioneering in our industry overflew the scene.

Given that seeing is believing, under the brilliant handling of 1MáS1 Comunicación , we gathered two relevant magazines in Spain to put face-to-face the very same bikes, except for their braking systems: disc or rim.

The notorious I?aki Gavin and Joaquín Calderón faced an unexpected grueling and snowy spring day in Madrid to testament what was the deal about braking with different setups in every condition.

You could accept or reject the implementation of discs at that level but with solid and explicit reasons.

Throughout my career and life, I stayed true to my principles, and today, all across my arduous activity on LinkedIn, I try to share with you what I believe is important, interesting, and valuable FOR YOU.

I do not tag, and I do not care about my humble metrics, but I can feel that my liaison with you all is becoming closer, stronger, and more frequent.

The paradigm of people reading you silently became visible to me when I attended cycling events in which I had the opportunity to interact in person with you. The amount of brilliant people who confessed that they followed me has become the fuel for this engine that I do not want to switch off.

Being genuine and honest always paid me off.

You are the proof of it.

Thank you.