In my final article, we lined methods that flip a founder’s voice right into a pipeline driver. The commonest follow-up query I get then is about how you can do it persistently with out burning out.
Each minute a founder spends on LinkedIn is a minute they aren’t constructing, hiring, or promoting. That is the primary purpose most founder-led content material methods fail: They begin sturdy, then disappear. Many fail to make it previous 90 days.
The info from our LinkedIn (my employer) playbook confirms the stakes: startup director+ who publish a minimum of 9x a yr see 3x extra engagement and 4x extra new followers than those that publish solely as soon as. However belief isn’t constructed on viral moments. It’s constructed over time.
Meaning you’ll want greater than inspiration or willpower to go the space. The answer is to construct techniques to operationalize your founder’s creativity.
Now, it would sound counterintuitive. Creativity is a nebulous, free-flowing idea. And operationalizing it may possibly sound … restrictive. I promise you it’s not. Consider it as constructing the muse and scaffolding to strengthen and assist creativity, permitting your founders (otherwise you!) to remain constant with out burning out. And truly benefit from the course of alongside the best way.
Listed below are 4 techniques you may construct to take care of consistency.
1. Construct A Central Content material Financial institution
Cease attempting to find concepts each week and begin constructing a repository.
This shared doc – a easy Google Doc or Notion web page works positive – turns into your single supply of reality that you just and your founder can each contribute to.
Your content material financial institution ought to embrace:
- ICP Profiles: Fast reference of buyer ache factors, objections, and objectives.
- Submit Elements: Operating record of “scar tales,” buyer insights, contrarian takes, and firm stats.
- Hook Library: Assortment of confirmed opening strains able to deploy.
- “What’s Labored” File: Log of top-performing posts to repurpose codecs.
Most significantly, embrace a “Artistic Block” record. When your founder will get caught, whip out one in all these prompts for immediate inspiration:
- “What’s one thing I want I knew six months in the past?”
- “What’s a mistake I made this week?”
- “What’s a buyer query I hold listening to?”
- “What’s a perception I’ve modified my thoughts about?”
- “What’s an clever danger I took that paid off?”
- “What most energized me this week?”
This financial institution is a sanity saver. Fairly than stare at clean screens ready for inspiration to strike, your founder now has a library of confirmed materials able to deploy.
2. Set up A Repeatable Content material Rhythm
Inspiration is fickle. A schedule is dependable.
Assist your founder construct a repeatable rhythm for content material creation by batch creating their content material throughout set content material creation time blocks. Gal Aga, CEO of Aligned, blocks off time on Sundays to create his three posts for the upcoming week.
He follows a easy method:
- 1 Scar Story (e.g., “We misplaced $500,000 as a result of…”)
- 1 Contrarian Take (e.g., “Why [industry belief] is improper”)
- 1 Buyer Perception (e.g., “What 17 consumers informed me about…”)
One other method comes from Peep Laja, CEO of Wynter, who runs authentic survey-based analysis one to 2 instances per thirty days. This method offers him per week’s price of distinctive, proprietary content material that no competitor has.
The precise rhythm issues lower than having one. Choose a day, decide a format, and keep it up lengthy sufficient to construct momentum.
3. Create A “Seize” System
Your founder is already creating content material. It’s simply trapped of their every day conversations. Your job is to construct a system to seize it.
The only technique? Voice memos.
As people, we discuss quicker than we are able to kind. Encourage your founder to file a one- to two-minute voice memo on their telephone proper after a buyer name or each time an concept strikes. You possibly can then transcribe these notes and switch them into the primary draft of a publish prepared for them to edit. This may save as a lot as 80% of the writing time and offers you masses extra uncooked materials for posts.
A extra hands-on method is to “interview” your founder. As Kacie Jenkins, former SVP of Advertising at Sendoso, explains: “It’s vital to work along with your exec crew to determine how they finest suppose and mirror, after which construct on that.”
E-book half-hour on their calendar, hit file, and ask them questions out of your “artistic block” record. This provides you genuine, first-person soundbites that may be was per week’s price of textual content posts and video clips.
The hot button is decreasing friction between having an concept and capturing it. Make it as simple as speaking into their telephone.
4. Use AI As A System Multiplier
When issues get busy, AI will help you keep consistency. As an alternative of utilizing it to jot down posts, use it to operationalize your founder’s insights.
- Flip voice notes into drafts: Feed an AI instrument the transcript from a voice memo and ask: “Summarize this into two to a few publish concepts” or “What’s probably the most compelling perception right here?”
- Construct your content material financial institution quicker: Feed the AI a batch of previous posts and ask: “What themes do I hold coming again to?” or “Which concepts might turn into a sequence?”
- Seize their genuine voice: Arvind Jain, founding father of Glean, shared how his crew took this method additional. They constructed an AI agent educated on transcripts from his previous talking engagements. Now, each draft runs via the agent for tone and polish earlier than it’s shared, guaranteeing it sounds authentically like him.
AI doesn’t change your founder’s considering or creativity. It removes the friction between their concepts and printed content material.
Methods Create Stamina
A high-impact founder model takes months to develop. The preliminary discomfort of constructing these techniques is the barrier to entry that retains most opponents out.
Your opponents are ready for inspiration. By constructing techniques, you create stamina. You cut back friction, align content material creation along with your founder’s current work, and construct the consistency required to show their experience into belief, pipeline, and authority.
The founders who win at this aren’t probably the most artistic or the very best writers. They’re those who constructed techniques that permit them present up persistently, even when inspiration doesn’t.
All information, quotes, and examples cited above and not using a supply hyperlink are taken from the “Founder-Led Gross sales and Advertising By no means Ends” playbook.
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