ChatGPT gave me 3 awesome stats for an article I was writing. But then I asked it for links to the sources. And it said: "I can’t find any reliable sources for these statistics.”

THEN WHERE DID YOU GET THEM FROM???

People don't want to:

Fill out a form to access your best content.
Click a link to read your blog.
See your canned PR quotes.

They want your unique viewpoint, in your authentic voice. And they want to get it where they're already hanging out.

For most B2B tech companies, that's on LinkedIn.

I used to feel like a fraud talking about my work on social media.

"Who cares what I have to say?"
"Who am I to be giving out advice?"
"What happens if I say the wrong thing?"
"None of my coworkers are posting. Why should I?"

Then I joined a startup. And I learned pretty quickly that...

I worked with a startup on their launch last month. The founders shared 6 posts on their personal LinkedIn pages, and another post went up on the company's account.

🧵 The results:

At this point, I think there are more “Here’s how I know someone’s using AI” posts on LinkedIn than there are actual people using AI to write stuff.

So many tech founders and execs ignore these realities:

1. Even the best products don't sell themselves.
2. People like doing business with other people.

Instead, they disregard marketing altogether. Or they roll out dated playbooks on their blog or their company's LinkedIn.

There's a better way:

Personal branding isn't like a rotisserie chicken.

You can't set it and forget it.

You don't pitch investors through their website contact forms, right? And you don't do outbound from a generic contact email address, do you?

Of course not. (At least, I hope not.)

If you're doing it right, you're reaching out to other real people from your own email address. Why?

You have to post daily.
You have to send cold DMs.
You have to send connection requests to your ICP.
You have to turn your account over to the marketing team.

I see so much advice like this. And it's wrong.

🧵

Every other post on LinkedIn these days

Distractions are the downfall of most content strategies.

Leaders get Shiny Object Syndrome. They give up on long-term initiatives too quickly if they don't show immediate results.

Be consistent and be patient!

So many tech founders and execs ignore these realities:

1. Even the best products don't sell themselves.
2. People like doing business with other people.

Instead, they disregard marketing altogether. Or they roll out dated playbooks on their blog or their company's LinkedIn.

There's a better way: