Created from a single voice note with Agent Craft
Hiring a marketing person won't fix your content problem. I know…
Hiring a marketing person won't fix your content problem. I know that's not what most founders want to hear, but nine times out of ten, that's not the actual issue. Here's what I've identified in the gap, again and again, with founders at small and growing companies. The real problem isn't that nobody's doing the work. It's that the most valuable voice in the business, which is the founder's, is completely absent from the content. And the reasons are almost always the same two things. One: too busy. Which is real, I'm not dismissing it. Two: they don't actually believe their opinions and ideas are worth sharing publicly. They separate "what I think about this industry" from "what goes on our social media" as if those are two different categories. They're not. That gap is exactly where most small business content falls flat. Look at any major social channel and you see the same pattern playing out. The brand page has a few thousand followers. The person running the company has millions. Elon Musk, Bill Gates, it doesn't matter who you pick. People aren't following the logo. They're following the thinking behind it. They want to see inside how the person leading the company sees the world. Your specific way of talking about your industry, your earisms, just the natural fingerprint of how you think and speak, that is the content. That's the thing a hired marketer can't replicate, because they don't have it. They can write captions. They can schedule posts. But they cannot manufacture a perspective that isn't theirs. So before any founder asks "who should we hire," the better question is: what is the current pain point your audience is experiencing that you, specifically, have a point of view on? Start there. That's your first ten posts right there. The process I'd actually recommend is simple. Voice note your thoughts on a problem in your industry, something you saw this week, a decision you made, a pattern you keep noticing. Don't overthink it. Those notes, captured in your actual words with your actual earisms intact, are the raw material that no competitor can copy, because it's genuinely yours. The companies that figure this out end up with a compounding content asset. The ones that don't keep hiring marketers, wondering why nothing sticks, cycling through agencies, never asking why the founder's voice isn't in the room. That's not a content strategy problem. That's the diagnosis most people are too polite to make out loud.
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