Leverage your expertise and voice to consistently create and distribute valuable content across relevant channels.  This phase focuses on organic reach and establishing initial brand awareness through the founder’s personal and business profiles.   Overarching goal here is to produce one to two pieces of compelling, tentpole content per week.  We then have ongoing, downstream activities that further publish, syndicate and create derivative works from that content.

• Founder Driven Content Marketing Engine
  • Establish a consistent flow of content created and distributed by the founder.
  • Develop a content calendar based on our target Content Pillars
  • Start publishing
    • Founder creates articles
    • Team creates downstream assets
  • Success is full year content calendar and execution against it
• LI and FB Brands (Company Pages):
  • Optimize and actively manage company pages on LinkedIn and Facebook.
  • Create or optimize company profiles with consistent branding and messaging (aligned with the style guide and positioning).
  • Share founder-created content and engage with followers.
  • Begin building a relevant audience.
  • Success is active and engaging company pages on LinkedIn and Facebook.
• LI Founder Brand (Personal Profile):
  • Optimize the founder’s LinkedIn profile to position them as a thought leader in the industry.
  • Optimize profile headline, summary, and experience sections.
  • Connect with relevant individuals and companies.
  • Deliverables: A well-optimized and active founder LinkedIn profile.
• FB Founder Brand (Personal Profile – Selective):
  • Strategically use the founder’s Facebook profile for relevant professional networking and sharing (with careful consideration of personal vs. professional boundaries).
  • Share relevant content and engage in industry-related groups (if appropriate).
• Medium and Substack (Initial Presence):
  • Establish a presence on Medium and/or Substack as additional content distribution channels.
  • Create profiles on relevant platforms.
  • Republish or create unique content for these platforms.
  • Success is active profiles on Medium and/or Substack with published content.
• Weekly Email Newsletter Distribution
  • A weekly email newsletter to distribute flagship content
  • List management through email platforms like BeeHiiv, ConvertKit, MailChimp, or HubSpot
    • Note: We’d pretty clearly do this via HubSpot

The priority here is to establish the core content engine driven by the founder and build a foundational presence on key professional platforms (LinkedIn).

Focus is on a consistent content creation and distribution rhythm for the founder. Start with one primary content format (e.g., LinkedIn posts or short articles) and one or two key distribution channels (e.g., LinkedIn personal and company pages).

Once that’s going we track the performance of the content (engagement, reach, initial website traffic – if applicable). Analyze what resonates with the audience and adjust the content strategy accordingly. Refine the content creation and distribution process for efficiency.

Idea is a predictable and sustainable content flow before significantly expanding to other platforms or content formats.

Once the founder-driven content engine is producing consistent, engaging content and showing initial signs of reaching the target audience, you can then focus on optimizing the company and personal profiles on LinkedIn and Facebook, and establishing a presence on Medium/Substack.