Compound Content Studio

My agency Compound Content Studio has been at or near capacity since we launched 15 months ago. LinkedIn content is to blame for that. What most people don't realize is... We were able to build so much momentum using content this early on in the business because I built our content motion BEFORE we 'needed' it. I didn't start posting 30 days before launch. I didn't start posting 365 days before launch. I didn't start posting 730 days before launch. I had been posting my thoughts on social, building trust, for 5 YEARS before cashing in some goodwill to drive leads for the agency. Even now, my hardest 'CTA' for my agency is in the PS line for my newsletter. If I was an early-stage founder starting from scratch in 2024, I would: - Pick 1 platform where my customers hang out (probably LinkedIn) - Focus on posting valuable, founder-led content for at least 90 days (no you don't need to wait 5 years, don't worry) - Prioritize becoming a go-to resource for your ICP over trying to cash in from Day 1 Build your content engine before you need it.

If I was helping an early-stage SaaS founder (pre-seed - Series A) launch a founder-led content strategy here on LinkedIn to increase inbound leads—here’s the playbook I’d run: CONTEXT: Over the past 14 months, I’ve helped 30+ SaaS CEOs and execs launch organic social content. My agency Compound Content Studio has also been at or near capacity since we started and on pace for [redacted] in revenue (sorry, not sharing that yet)…most of which has come inbound from social or referrals. Content works. Here’s how. PLAYBOOK: STEP 1) Pick your platforms. For SaaS companies—post on LinkedIn and post from your founders account. Once you nail LI, consider X. But start here in 2024. STEP 2) Establish your content positioning. This really isn’t a ‘content’ problem—it’s a company problem. If you are unclear around who you help and the problem you solve, translating that into compelling social content will be hard. Example: I won’t shut up about B2B SaaS social strategy. I attract B2B SaaS founders and marketers who want to use social to get leads 🤠 STEP 3) Make sure your profile is presentable. → Clear, high-res PFP close up to your face → Good headline using the formula [ROLE + COMPANY + VALUE PROP] - look at mine → Update your featured link in bio to be either a newsletter/lead magnet OR a client case study Now, you’re ready to ~start shipping~ STEP 4) Commit to a cadence. Ramp up to 5x per week. Nobody is concerned about you “posting too much.” You can’t post 2x per month and expect to win on LinkedIn. That’s like lifting weights 2x per month and expecting to build muscle. Not gonna happen. Frequent posting does 2 things: A) You build the SKILL of content output. B) You collect data on what performs and what doesn’t. STEP 5) Start posting. Of those 5 posts per week, start with these formats: POST 1: Business-related personal story. POST 2: Story-based listicle. POST 3: Customer anecdote. POST 4: Polarizing industry opinion. POST 5: Case study post. STEP 6) Assess what works. Break this down by: -Topic -Hook style -Content format What ‘works’ can mean 2 things. What maximizes content performance? What drives the most inbound interest? STEP 7) Double down on what works and prune the rest. Hit your winning angles over and over again. Ideally, you want to find repeatable topics, stories, etc. Think of it like finding a winning pitc when fundraising. When you find a winning pitch, you're not just gonna throw it out in the next investor meeting because you're scared to sound ‘repetitive.’ Run it into the ground. STEP 8) Commit to at least 90 days of shipping consistently. Going to the gym for 7 days straight won’t give you a chiseled six pack. Sending 100 cold emails won’t get you a calendar full of sales calls. Posting for 1-2 weeks and going dark won’t build you an inbound engine. 5 content pieces per week for 90 days. Then you can tell me if it ‘didn’t work.’ That’s all. Out of characters. If helpful, fwd to your fav SaaS founder 🤝

I launched Compound Content Studio (then Clark Media) 13 months ago. To this day, haven't rolled out a proper site. Thankfully, filling capacity hasn't been a problem. Over the past 13 months, we've helped 30+ B2B companies stand up social content motions. But, it's about time we have a proper site for prospects, or prospective team members, to see what we do. Excited to roll this one out. My guy Christian Cardenas created a work of art. Check it out: https://lnkd.in/gZb9n7S3

Honestly? I’m shocked by how many big companies fumble hard on social media. Especially in tech. One example of a large B2B company that bucks the trend and does a GREAT job in its social strategy is HubSpot. → They post social-native content on LinkedIn & X (not just posts plastered with links) → They lean into humor, memes, & trends tastefully (and get strong engagement bc of it) → They have a distinct brand voice in their social content Great example to look to as a B2B founder or marketer (shoutout Chi Thukral and team 🙂) PS: If you want to grow your B2B company on social… follow me here on LinkedIn. #b2bsaas #socialstrategy #b2bmarketing

Hit a cool milestone today. I officially launched Compound Content Studio (then Clark Media) 1 year ago today. 1 year in agency life. Since then, we've: - Helped 25+ B2B companies launch social content motions - ~3x'd average monthly revenue (from launch) - Gone from solo to FT team of 7 It's insanely cool to work hand-in-hand with so many talented founders and marketers in the space. I don't take that for granted. Keeping my foot on the gas for year 2 🤝

I'm so stoked about this new piece dropping tomorrow. Revealing the full playbook B2B SaaS founders can use to launch a founder-led content motion in Q2 of 2024. Everything. Topics covered include: - Why you can’t ignore founder-led content in 2024 - How to craft a Content Funnel that gets eyeballs and leads - The most common roadblocks I see founders & their marketing teams run into when launching founder-led content - Exactly what to post every day to give yourself the best chance at early success on LinkedIn in the next 90 days Like I said... Everything. You can copy-paste into your own marketing motion if you want. Want to read it (and start generating demand from content)? Here's where you can sign up to get it in your inbox: https://lnkd.in/gN4vAKjQ

Compound is hiring! Compound is a social agency for B2B SaaS companies. We're looking for a Creative Strategist part-time to support on design & creative strategy for our clients. - Hours: part-time; ~10-15hrs per week - Location: remote, US-based - Comp: $30-35/hr, depending on experience Please share or repost to get this in front of the right person! Full JD is linked here: https://lnkd.in/gd23MRk8

An important consideration when running a founder-led content motion: Your content needs to come from a place of credibility. Credibility is an amplifier for social performance. Here's a breakdown of what that looks like in practice from our founder, Tommy Clark:

Social content makes your sales motion easier and more effective. Here's how we think about it.

Come join us.