Content marketing & GTM leadership for early- stage founders & companies

Storytelling is one of the most misunderstood and underestimated forces in our modern business world. Positioned correctly within an organization, it is a throughline for connecting company functions, thinking through tough problems, building cultural camaraderie and providing leadership.

That’s why content marketing is such a valuable, early-stage investment. It is the single most efficient driver of traction metrics that set the tone for future phases of your organization’s evolution. Done right, it will be the foundation for your marketing team for years to come.

My content marketing journey & story

  • I quickly rose to leadership in the marketing profession, at an extremely young age. I authored books that set the tone for how digital marketing was introduced to business schools, taught courses in tech hubs around the world, advised business school curriculum, built up content marketing teams, and established an agency that specialized in content marketing.

    Eventually, bigger organizations started taking notice of me and hiring me to work on solving problems beyond marketing. Initiatives included crisis and issues management, building content management systems, and establishing messaging for geopolitical events. Along the way, I invested a lot in my personal education, becoming a self-taught designer to enhance my information visualization skills and creative directing more complex multimedia efforts (like video shoots).

    Throughout this journey, I never lost sight of what made me most passionate, which was helping organizations boot up their content marketing programs at the earliest stages. Early-stage companies, to me, were the toughest nut to crack due to the tightrope walk that comes with balancing limited resources, close alignment with the founding team, and an astute understanding of to-to-market principles.

    Motivated by deep empathy, it took me more than a decade to develop an early-stage content marketing system that I could stand behind to support companies through that ever-so-delicate 0 → 1 phase of growth.

    Navigating many failures and successes, and honing my pattern recognition capabilities, I’ve reached a point in my career where I possess the gifts of wisdom and humility.

    What I love most about content marketing is the opportunity to ‘figure it out’ alongside my colleagues—and to see the impact of my work in shaping the success of an organization’s trajectory overall.

How the program works

It’s based on a process I developed, over years of ‘seeing it all and doing it all,’ tailored to early stage companies. I named the process The Magnetic Content Framework.

Step 1: We identify a core set of Go-to-Market (GTM) narratives.
Step 2: We capture source material for those narratives across a mix of landscape-level industry research and qualitative interviews.
Step 3: We repurpose into assets like blog posts, one-pagers, press releases, and social media content.
Step 4: We implement standards for benchmarking and measurement, so we can learn & iterate.

Visualization

In addition to “posting stuff,” it’s important to think about the “why” behind your messaging. Remember, there are an infinite number of ways to tell a story, and our current media landscape is a bit of a land-mine. My process is designed to help your brand establish a clear identity, stay memorable, and educate your market, rather than chasing algorithms.

As a result, the material we develop will have a shelf-life of many years. It is also remixable to situations that your early-stage c-suite is navigating from a GTM perspective. It will flex with you and help you quickly adapt to changes in your market.

Pricing

Programs begin at $3,500/month.

The cost model will vary based on the speed at which you need to hit your anticipated traction metrics, the objectives that you need to communicate to your investors, the complexity of your solution, and whether you’d like to incorporate additional design and/or multimedia capabilities.

At the earliest stages, you need to conserve your cash and ensure that you’re maximizing your resource investment & impact. That’s the code I am most excited to have cracked for companies at the earliest stages…and nonprofits working with fixed budgets.

Favorite Growth Stories

  • Tangiblee has developed a suite of technology products for ecommerce and SaaS environments. The company went to market in 2014 with a simple website widget…which has since evolved into an augmented reality app.

    I helped Tangiblee build its early content marketing strategy to support go-to-market initiatives that rapidly scaled the company’s customer base to 40.

    At the time, the company did not have a blog…only a series of Google Doc, which demonstrates the power of the words developed.

  • Sortly is the #1 inventory management app in the Apple store and has amassed millions of customers.

    Back in the company’s earliest days, in 2013, when the solution was a low-tech database, I worked hand-in-hand with the founder to…determined how the technology vision translated into a go-to-market content marketing program.

    I helped establish the company’s brand, messaging fundamentals, and early content strategy. Those foundations helped the founder connect with the startup’s first investor and gain recognition from the App store.

    From there, Sortly has grown steadily and expeditiously.

  • Hologram is known as one of the leading IoT connectivity solutions on the market today. It bridges a gap among mobile network operators with a pay-as-you-go model. Today, Hologram has millions of customers ranging from startups to Fortune 500s.

    The company’s outage-proof technology makes the IoT solution a valuable choice for high-stakes industrial deployments.

    I helped Hologram bring their content marketing platform from 0>1, including supporting announcements with major mobile network operators like T-Mobile.

  • EveryoneSocial has grown to become one of the most respected internal communications platforms available today, with a customer base that includes the world’s most valuable Fortune 500 brands.

    I helped the company establish their early-stage content marketing engine, which booted up the company’s initial client base.

  • A legal tech/governance platform in the AI code space needed to educate its market about its solution. We developed an education communications strategy to explain the core product philosophy, introduce the solutions model to a handful of leading PE firms, and recruit 60+ pilot program participants from 0.

Let’s start a conversation.

Tell me about your vision and how you think we might work together.