Christine Orchard
@xtineorchard.bsky.social
Writes about content marketing, startup growth, and remote work 🇺🇸 🇹🇼 American Expat in Taiwan
Fresh ideas from two high-energy B2B marketers
Content | Growth | Branding
www.marketersdocoffee.com
Fresh ideas from two high-energy B2B marketers
Content | Growth | Branding
www.marketersdocoffee.com
You know employee-generated content works.
So why won’t anyone hit record?
It’s harder than it sounds.
You say: “Just share something.”
They hear: “Go look stupid on the internet.”
So I brought on @DOdoguardi (founder of doContent, ex-GTM at YC-backed Trellis) to share how he gets ppl to post.
So why won’t anyone hit record?
It’s harder than it sounds.
You say: “Just share something.”
They hear: “Go look stupid on the internet.”
So I brought on @DOdoguardi (founder of doContent, ex-GTM at YC-backed Trellis) to share how he gets ppl to post.
October 30, 2025 at 1:18 PM
You know employee-generated content works.
So why won’t anyone hit record?
It’s harder than it sounds.
You say: “Just share something.”
They hear: “Go look stupid on the internet.”
So I brought on @DOdoguardi (founder of doContent, ex-GTM at YC-backed Trellis) to share how he gets ppl to post.
So why won’t anyone hit record?
It’s harder than it sounds.
You say: “Just share something.”
They hear: “Go look stupid on the internet.”
So I brought on @DOdoguardi (founder of doContent, ex-GTM at YC-backed Trellis) to share how he gets ppl to post.
Mediocre content isn’t a content problem.
It’s a positioning problem in disguise.
Here’s why:
95% of buyers aren’t ready to buy today.
So it doesn’t matter how many posts you publish
if your message is forgettable, you’ll be invisible when it does matter.
It’s a positioning problem in disguise.
Here’s why:
95% of buyers aren’t ready to buy today.
So it doesn’t matter how many posts you publish
if your message is forgettable, you’ll be invisible when it does matter.
September 23, 2025 at 1:32 PM
Mediocre content isn’t a content problem.
It’s a positioning problem in disguise.
Here’s why:
95% of buyers aren’t ready to buy today.
So it doesn’t matter how many posts you publish
if your message is forgettable, you’ll be invisible when it does matter.
It’s a positioning problem in disguise.
Here’s why:
95% of buyers aren’t ready to buy today.
So it doesn’t matter how many posts you publish
if your message is forgettable, you’ll be invisible when it does matter.
95% of buyers see your content but aren't ready to buy.
Will they remember YOU when they are?
(Most marketers never ask this question)
Here's why your content fails, and how to fix it 🧵
Will they remember YOU when they are?
(Most marketers never ask this question)
Here's why your content fails, and how to fix it 🧵
September 16, 2025 at 1:08 PM
95% of buyers see your content but aren't ready to buy.
Will they remember YOU when they are?
(Most marketers never ask this question)
Here's why your content fails, and how to fix it 🧵
Will they remember YOU when they are?
(Most marketers never ask this question)
Here's why your content fails, and how to fix it 🧵
When a client says, “This doesn’t feel like me” — but can’t explain why — you’ve got a brand voice problem.
It’s surprisingly hard to diagnose.
Even for yourself.
It’s surprisingly hard to diagnose.
Even for yourself.
August 12, 2025 at 1:59 PM
When a client says, “This doesn’t feel like me” — but can’t explain why — you’ve got a brand voice problem.
It’s surprisingly hard to diagnose.
Even for yourself.
It’s surprisingly hard to diagnose.
Even for yourself.
You asked AI to write like you.
But could you explain what you even sound like?
I couldn’t.
So I ran a brand voice analysis on 2,000+ words of my own writing.
The results? Wildly specific. Useful as hell.
🧵
But could you explain what you even sound like?
I couldn’t.
So I ran a brand voice analysis on 2,000+ words of my own writing.
The results? Wildly specific. Useful as hell.
🧵
August 7, 2025 at 1:57 PM
You asked AI to write like you.
But could you explain what you even sound like?
I couldn’t.
So I ran a brand voice analysis on 2,000+ words of my own writing.
The results? Wildly specific. Useful as hell.
🧵
But could you explain what you even sound like?
I couldn’t.
So I ran a brand voice analysis on 2,000+ words of my own writing.
The results? Wildly specific. Useful as hell.
🧵
Ali Abdaal has 6M+ subs.
But keeping his voice intact while scaling? That was the real challenge.
Ines Lee built the system that did it, across YouTube, newsletters, and a NYT-bestselling book.
Here’s how she did it (and how you can too): 🧵
But keeping his voice intact while scaling? That was the real challenge.
Ines Lee built the system that did it, across YouTube, newsletters, and a NYT-bestselling book.
Here’s how she did it (and how you can too): 🧵
August 7, 2025 at 2:38 AM
Ali Abdaal has 6M+ subs.
But keeping his voice intact while scaling? That was the real challenge.
Ines Lee built the system that did it, across YouTube, newsletters, and a NYT-bestselling book.
Here’s how she did it (and how you can too): 🧵
But keeping his voice intact while scaling? That was the real challenge.
Ines Lee built the system that did it, across YouTube, newsletters, and a NYT-bestselling book.
Here’s how she did it (and how you can too): 🧵
Ali Abdaal (6M). Veritasium (18M). Zain Kahn (1M).
Ines Lee ran content strategy behind all 3.
She’s not just a content operator. She’s a systems thinker who protects the founder’s voice.
🎙New Marketers Do Coffee episode drops Wednesday.
Ines Lee ran content strategy behind all 3.
She’s not just a content operator. She’s a systems thinker who protects the founder’s voice.
🎙New Marketers Do Coffee episode drops Wednesday.
August 4, 2025 at 2:02 PM
Ali Abdaal (6M). Veritasium (18M). Zain Kahn (1M).
Ines Lee ran content strategy behind all 3.
She’s not just a content operator. She’s a systems thinker who protects the founder’s voice.
🎙New Marketers Do Coffee episode drops Wednesday.
Ines Lee ran content strategy behind all 3.
She’s not just a content operator. She’s a systems thinker who protects the founder’s voice.
🎙New Marketers Do Coffee episode drops Wednesday.
She’s the designer behind some of LinkedIn’s top viral carousels.
So I asked Sarah Hart
What *really* makes a carousel perform well?
Here’s her 3-part playbook 👇
So I asked Sarah Hart
What *really* makes a carousel perform well?
Here’s her 3-part playbook 👇
July 2, 2025 at 1:49 PM
She’s the designer behind some of LinkedIn’s top viral carousels.
So I asked Sarah Hart
What *really* makes a carousel perform well?
Here’s her 3-part playbook 👇
So I asked Sarah Hart
What *really* makes a carousel perform well?
Here’s her 3-part playbook 👇
The silent killer of brands today.
Visual sameness.
When everyone uses the same purple gradients and identical layouts, you become invisible.
If they can't remember you,
They won't buy from you.
Visual sameness.
When everyone uses the same purple gradients and identical layouts, you become invisible.
If they can't remember you,
They won't buy from you.
June 23, 2025 at 1:42 PM
The silent killer of brands today.
Visual sameness.
When everyone uses the same purple gradients and identical layouts, you become invisible.
If they can't remember you,
They won't buy from you.
Visual sameness.
When everyone uses the same purple gradients and identical layouts, you become invisible.
If they can't remember you,
They won't buy from you.
Most content flops because it skips the one thing that actually makes people care.
You’re leading with a message.
Not a story.
Here's why that doesn't work 👇
You’re leading with a message.
Not a story.
Here's why that doesn't work 👇
June 19, 2025 at 1:48 PM
Most content flops because it skips the one thing that actually makes people care.
You’re leading with a message.
Not a story.
Here's why that doesn't work 👇
You’re leading with a message.
Not a story.
Here's why that doesn't work 👇
Stop saying, “We built this because we believe…”
It screams: 𝗧𝗵𝗶𝘀 𝗶𝘀 𝗮𝗯𝗼𝘂𝘁 𝘂𝘀, 𝗻𝗼𝘁 𝘆𝗼𝘂.
It turns a product launch into a TED Talk.
It screams: 𝗧𝗵𝗶𝘀 𝗶𝘀 𝗮𝗯𝗼𝘂𝘁 𝘂𝘀, 𝗻𝗼𝘁 𝘆𝗼𝘂.
It turns a product launch into a TED Talk.
June 18, 2025 at 2:19 PM
Stop saying, “We built this because we believe…”
It screams: 𝗧𝗵𝗶𝘀 𝗶𝘀 𝗮𝗯𝗼𝘂𝘁 𝘂𝘀, 𝗻𝗼𝘁 𝘆𝗼𝘂.
It turns a product launch into a TED Talk.
It screams: 𝗧𝗵𝗶𝘀 𝗶𝘀 𝗮𝗯𝗼𝘂𝘁 𝘂𝘀, 𝗻𝗼𝘁 𝘆𝗼𝘂.
It turns a product launch into a TED Talk.
You want to scale content.
Fair.
But real question...
have you ever written 100 posts by hand?
Fair.
But real question...
have you ever written 100 posts by hand?
June 17, 2025 at 1:53 PM
You want to scale content.
Fair.
But real question...
have you ever written 100 posts by hand?
Fair.
But real question...
have you ever written 100 posts by hand?
I’ve written 800+ LinkedIn posts for B2B founders.
Here’s the pattern I see:
The best-performing content doesn’t start with a hook.
It starts with something true.
🧵
Here’s the pattern I see:
The best-performing content doesn’t start with a hook.
It starts with something true.
🧵
June 11, 2025 at 1:47 PM
I’ve written 800+ LinkedIn posts for B2B founders.
Here’s the pattern I see:
The best-performing content doesn’t start with a hook.
It starts with something true.
🧵
Here’s the pattern I see:
The best-performing content doesn’t start with a hook.
It starts with something true.
🧵
Most people are building their personal brand completely backwards.
They think authority comes from always having the answer.
It doesn't.
They think authority comes from always having the answer.
It doesn't.
June 9, 2025 at 1:31 PM
Most people are building their personal brand completely backwards.
They think authority comes from always having the answer.
It doesn't.
They think authority comes from always having the answer.
It doesn't.
I faked being a beauty livestreamer for a year. It nearly broke me.
Not because I loved makeup. Because I could do it and they needed someone.
A paycheck for pretending to care about lipstick taught me something I'll never forget:
Not because I loved makeup. Because I could do it and they needed someone.
A paycheck for pretending to care about lipstick taught me something I'll never forget:
June 4, 2025 at 2:52 PM
I faked being a beauty livestreamer for a year. It nearly broke me.
Not because I loved makeup. Because I could do it and they needed someone.
A paycheck for pretending to care about lipstick taught me something I'll never forget:
Not because I loved makeup. Because I could do it and they needed someone.
A paycheck for pretending to care about lipstick taught me something I'll never forget:
Most creators don’t have a content problem.
They have an attention problem.
Because if nobody stops scrolling…
your “great content” never gets seen.
Here’s how to fix it 🧵
They have an attention problem.
Because if nobody stops scrolling…
your “great content” never gets seen.
Here’s how to fix it 🧵
May 27, 2025 at 1:30 PM
Most creators don’t have a content problem.
They have an attention problem.
Because if nobody stops scrolling…
your “great content” never gets seen.
Here’s how to fix it 🧵
They have an attention problem.
Because if nobody stops scrolling…
your “great content” never gets seen.
Here’s how to fix it 🧵
For months, I was uploading podcast episodes to YouTube with thumbnails that looked… fine.
Clean. On-brand. Easy to ignore.
Then I interviewed YouTube expert Finn McKenty 🍕 (The Punk Rock MBA).
Here's what he shared...
Clean. On-brand. Easy to ignore.
Then I interviewed YouTube expert Finn McKenty 🍕 (The Punk Rock MBA).
Here's what he shared...
May 22, 2025 at 1:15 PM
For months, I was uploading podcast episodes to YouTube with thumbnails that looked… fine.
Clean. On-brand. Easy to ignore.
Then I interviewed YouTube expert Finn McKenty 🍕 (The Punk Rock MBA).
Here's what he shared...
Clean. On-brand. Easy to ignore.
Then I interviewed YouTube expert Finn McKenty 🍕 (The Punk Rock MBA).
Here's what he shared...
YouTube is B2B’s blind spot.
Microsoft scrapes 800 views while solo founders pull millions.
Here’s why ↓
Microsoft scrapes 800 views while solo founders pull millions.
Here’s why ↓
May 21, 2025 at 1:15 PM
YouTube is B2B’s blind spot.
Microsoft scrapes 800 views while solo founders pull millions.
Here’s why ↓
Microsoft scrapes 800 views while solo founders pull millions.
Here’s why ↓
Attribution modeling won’t get you clicks.
(let's be real, I'm already falling asleep)
But “What Kim Kardashian can teach you about attribution modeling” might.
It's called "niching up."
Learned this from Finn McKenty (Punk Rock MBA).
Smartest YouTube guy I know.
(let's be real, I'm already falling asleep)
But “What Kim Kardashian can teach you about attribution modeling” might.
It's called "niching up."
Learned this from Finn McKenty (Punk Rock MBA).
Smartest YouTube guy I know.
May 20, 2025 at 3:30 PM
Attribution modeling won’t get you clicks.
(let's be real, I'm already falling asleep)
But “What Kim Kardashian can teach you about attribution modeling” might.
It's called "niching up."
Learned this from Finn McKenty (Punk Rock MBA).
Smartest YouTube guy I know.
(let's be real, I'm already falling asleep)
But “What Kim Kardashian can teach you about attribution modeling” might.
It's called "niching up."
Learned this from Finn McKenty (Punk Rock MBA).
Smartest YouTube guy I know.
1/ Most marketers are mentally out of shape.
Stuck in execution. Parroting best practices.
No original thought. No edge.
Here’s the part they miss...
Posting online is about honing your craft. It’s mental reps.
It's about clarifying your own POV.
Stuck in execution. Parroting best practices.
No original thought. No edge.
Here’s the part they miss...
Posting online is about honing your craft. It’s mental reps.
It's about clarifying your own POV.
April 23, 2025 at 12:58 PM
1/ Most marketers are mentally out of shape.
Stuck in execution. Parroting best practices.
No original thought. No edge.
Here’s the part they miss...
Posting online is about honing your craft. It’s mental reps.
It's about clarifying your own POV.
Stuck in execution. Parroting best practices.
No original thought. No edge.
Here’s the part they miss...
Posting online is about honing your craft. It’s mental reps.
It's about clarifying your own POV.
Stop saying “but.”
It’s making your feedback less effective (and your team’s not telling you).
Most managers say:
“This looks great. But…”
You think you’re building up the work.
They only hear the correction.
“But” puts people on defense.
It’s making your feedback less effective (and your team’s not telling you).
Most managers say:
“This looks great. But…”
You think you’re building up the work.
They only hear the correction.
“But” puts people on defense.
April 17, 2025 at 2:58 PM
Stop saying “but.”
It’s making your feedback less effective (and your team’s not telling you).
Most managers say:
“This looks great. But…”
You think you’re building up the work.
They only hear the correction.
“But” puts people on defense.
It’s making your feedback less effective (and your team’s not telling you).
Most managers say:
“This looks great. But…”
You think you’re building up the work.
They only hear the correction.
“But” puts people on defense.
Being a great marketer doesn’t mean you know how to build a business.
You can write killer strategy, drive results, and still be stuck googling:
→ how to invoice
→ how to pay contractors
→ how to not get wrecked on taxes
You can write killer strategy, drive results, and still be stuck googling:
→ how to invoice
→ how to pay contractors
→ how to not get wrecked on taxes
April 15, 2025 at 2:15 PM
Being a great marketer doesn’t mean you know how to build a business.
You can write killer strategy, drive results, and still be stuck googling:
→ how to invoice
→ how to pay contractors
→ how to not get wrecked on taxes
You can write killer strategy, drive results, and still be stuck googling:
→ how to invoice
→ how to pay contractors
→ how to not get wrecked on taxes
Everyone says “just post more and the clients will come.”
But that’s not how LinkedIn actually works.
Content is what earns the conversation.
That’s how Lee Densmer sees it (founder of Globia content agency).
Every client she’s closed started in the DMs, not from the feed
But that’s not how LinkedIn actually works.
Content is what earns the conversation.
That’s how Lee Densmer sees it (founder of Globia content agency).
Every client she’s closed started in the DMs, not from the feed
April 11, 2025 at 2:20 PM
Everyone says “just post more and the clients will come.”
But that’s not how LinkedIn actually works.
Content is what earns the conversation.
That’s how Lee Densmer sees it (founder of Globia content agency).
Every client she’s closed started in the DMs, not from the feed
But that’s not how LinkedIn actually works.
Content is what earns the conversation.
That’s how Lee Densmer sees it (founder of Globia content agency).
Every client she’s closed started in the DMs, not from the feed
Most startups treat brand like a “nice to have.”
But here’s the truth...
Brand isn’t a vibe.
It’s a growth lever.
7 early-stage branding lessons founders learn too late 🧵
But here’s the truth...
Brand isn’t a vibe.
It’s a growth lever.
7 early-stage branding lessons founders learn too late 🧵
April 7, 2025 at 3:04 PM
Most startups treat brand like a “nice to have.”
But here’s the truth...
Brand isn’t a vibe.
It’s a growth lever.
7 early-stage branding lessons founders learn too late 🧵
But here’s the truth...
Brand isn’t a vibe.
It’s a growth lever.
7 early-stage branding lessons founders learn too late 🧵
Most founders get brand dead wrong.
“I like purple” is not a strategy.
Brand ≠ your vibe.
Brand = your customer’s self-perception.
Great brands are mirrors, not megaphones.
Featuring Erica Bonser on Marketers Do Coffee.
“I like purple” is not a strategy.
Brand ≠ your vibe.
Brand = your customer’s self-perception.
Great brands are mirrors, not megaphones.
Featuring Erica Bonser on Marketers Do Coffee.
April 2, 2025 at 1:30 PM
Most founders get brand dead wrong.
“I like purple” is not a strategy.
Brand ≠ your vibe.
Brand = your customer’s self-perception.
Great brands are mirrors, not megaphones.
Featuring Erica Bonser on Marketers Do Coffee.
“I like purple” is not a strategy.
Brand ≠ your vibe.
Brand = your customer’s self-perception.
Great brands are mirrors, not megaphones.
Featuring Erica Bonser on Marketers Do Coffee.