The LinkedIn Dispatch #2

Happy Sunday, marketers and LinkedIn enjoyers!

I hope you're relaxing or doing something metal like learning how to craft katanas.

Today's topics: Content form vs substance, podcasting is under-leveraged, and some LinkedIn encouragement.

Let's go.

— Dennis

1. What’s more important: Content form or substance?

Via Ajdin Perco (Animals)

I love this topic.

Ajdin argues that content marketers put too much emphasis on optimizing for form (SEO, hooks, design best practices etc.) rather than focusing on creating substantive, unique, and insightful content.

I agree. Most content today lacks substance, but I also think Ajdin underestimates the importance of form in 2024 for the majority of creators.

For instance, one commenter cited Paul Graham’s essays as an example of substantive content that hasn’t been optimized for form. Paul’s essays are revered as gospel in the startup community, yet his website design is archaic.

Paul’s audience loves his work despite its old-school formatting, not because of it.

Paul can write whatever and however he wants and his audience will hang on every word. That’s because he’s already earned their attention and trust.

He already has distribution.

But most of us are not Paul Graham. And most of us don’t (yet) have distribution to an audience of devout fans who deeply care what we have to say.

That means form actually does matter more than substance.

At least in the beginning.

Remember: the #1 goal for your content is consumption.

If nobody consumes your work, it doesn’t matter how good it is or how much effort you put into it.

Now, suppose Paul Graham wanted to spread his ideas to cold new audiences on the internet. Which format do you think would perform better?

• A) 2,000-word essays
• B) 200-word social posts

I’d bet on social posts all day.

2. A podcast is never just a podcast

Via John Bonini (Some Good Content)

John Bonini touched on something I’ve noticed for a while now:

Podcasts are under-leveraged.

Most companies struggle to ideate and execute good content ideas consistently.

(I recently ran a poll on this)

One reason for this is that they treat every piece of content as a discrete new asset, which takes time, effort, and resources (not to mention creativity).

Instead, what they should do is create one pillar piece of content—the first domino that tips the rest. I call this type of content an “authority asset.” This is any longform piece of content (e.g., blog post, webinar, interview, or podcast) that can be repurposed into countless downstream formats.

Podcasting is an ideal authority asset to start with because it doesn't cost much, and production value can be low (all you need is a mic, a topic, a computer to record, and a conversation partner).

3. Being active on LinkedIn builds a brand for future you

Via Andreas Jonsson (Shield App)

If you've struggled with imposter syndrome or don't know if you should write on LinkedIn, here are 3 pieces of practical advice that might help:

• You don’t need a strategy to start, you need a habit
• No matter where you are in your career, you can add value today
• Start by engaging with people in your industry, and focus on content later

Also, if the idea of building a personal brand gives you anxiety or stresses you out, remember that your "personal brand" is simply your reputation on the internet—it's the sum total of all the effort and thoughtfulness you put in.

// Fin //

About Dennis Buckley

After 8 years of working in startups, I struck out on my own to build a new life doing the work I love. I started Founders Ink, my boutique content agency, to help growth-oriented founders and marketing leaders:

• Get attention
• Develop audience
• Build industry authority
• Attract new customers

Previously, I ghostwrote for a New York Times bestseller, led content marketing teams at both bootstrapped and venture-backed startups, and taught founders and marketers how to grow companies at Demand Curve.

How I can help you become a thought leader in your industry:

• Follow me Dennis Buckley for tips on how to acquire customers with organic content funnels
• Need content help? I built a boutique ghostwriting agency for high-achieving founders.
• Want to chat? Schedule a call. Every week, I set aside time to talk to other founders and operators about their media strategy — at any stage — for free. Go ahead, you won't be sold anything on these calls.

See you next week.

— Dennis