In my last article, we coated methods that flip a founder’s voice right into a pipeline driver. The most typical follow-up query I get then is about how one can do it persistently with out burning out.

Each minute a founder spends on LinkedIn is a minute they aren’t constructing, hiring, or promoting. That is the primary cause most founder-led content material methods fail: They begin sturdy, then disappear. Many fail to make it previous 90 days.

The information from our LinkedIn (my employer) playbook confirms the stakes: startup director+ who submit no less than 9x a yr see 3x extra engagement and 4x extra new followers than those that submit solely as soon as. However belief isn’t constructed on viral moments. It’s constructed over time.

Which means you’ll want greater than inspiration or willpower to go the space. The answer is to construct programs to operationalize your founder’s creativity.

Now, it would sound counterintuitive. Creativity is a nebulous, free-flowing idea. And operationalizing it might sound … restrictive. I promise you it’s not. Consider it as constructing the muse and scaffolding to strengthen and help creativity, permitting your founders (otherwise you!) to remain constant with out burning out. And really benefit from the course of alongside the best way.

Listed below are 4 programs you possibly can construct to take care of consistency.

1. Construct A Central Content material Financial institution

Cease looking for concepts each week and begin constructing a repository.

This shared doc – a easy Google Doc or Notion web page works tremendous – turns into your single supply of fact that you simply and your founder can each contribute to.

Your content material financial institution ought to embrace:

  • ICP Profiles: Fast reference of customer pain points, objections, and objectives.
  • Put up Components: Working listing of “scar tales,” buyer insights, contrarian takes, and firm stats.
  • Hook Library: Assortment of confirmed opening strains able to deploy.
  • “What’s Labored” File: Log of top-performing posts to repurpose codecs.

Most significantly, embrace a “Inventive Block” listing. When your founder will get caught, whip out one among these prompts for fast inspiration:

  • “What’s one thing I want I knew six months in the past?”
  • “What’s a mistake I made this week?”
  • “What’s a buyer query I maintain listening to?”
  • “What’s a perception I’ve modified my thoughts about?”
  • “What’s an clever threat I took that paid off?”
  • “What most energized me this week?”

This financial institution is a sanity saver. Slightly than stare at clean screens ready for inspiration to strike, your founder now has a library of confirmed materials able to deploy.

2. Set up A Repeatable Content material Rhythm

Inspiration is fickle. A schedule is dependable.

Assist your founder construct a repeatable rhythm for content creation by batch creating their content material throughout set content material creation time blocks. Gal Aga, CEO of Aligned, blocks off time on Sundays to create his three posts for the upcoming week.

He follows a easy method:

  • 1 Scar Story (e.g., “We misplaced $500,000 as a result of…”)
  • 1 Contrarian Take (e.g., “Why [industry belief] is flawed”)
  • 1 Buyer Perception (e.g., “What 17 patrons informed me about…”)

One other method comes from Peep Laja, CEO of Wynter, who runs unique survey-based analysis one to 2 occasions per thirty days. This technique provides him per week’s price of distinctive, proprietary content material that no competitor has.

The particular rhythm issues lower than having one. Decide a day, decide a format, and keep it up lengthy sufficient to construct momentum.

3. Create A “Seize” System

Your founder is already creating content material. It’s simply trapped of their every day conversations. Your job is to construct a system to seize it.

The only technique? Voice memos.

As people, we discuss quicker than we are able to sort. Encourage your founder to document a one- to two-minute voice memo on their telephone proper after a buyer name or each time an concept strikes. You’ll be able to then transcribe these notes and switch them into the primary draft of a submit prepared for them to edit. This could save as a lot as 80% of the writing time and offers you hundreds extra uncooked materials for posts.

A extra hands-on method is to “interview” your founder. As Kacie Jenkins, former SVP of Advertising and marketing at Sendoso, explains: “It’s necessary to work along with your exec group to determine how they greatest assume and replicate, after which construct on that.”

Guide half-hour on their calendar, hit document, and ask them questions out of your “inventive block” listing. This offers you genuine, first-person soundbites that may be became per week’s price of textual content posts and video clips.

The secret is lowering friction between having an concept and capturing it. Make it as simple as speaking into their telephone.

4. Use AI As A System Multiplier

When issues get busy, AI may help you keep consistency. As an alternative of utilizing it to jot down posts, use it to operationalize your founder’s insights.

  • Flip voice notes into drafts: Feed an AI device the transcript from a voice memo and ask: “Summarize this into two to 3 submit concepts” or “What’s probably the most compelling perception right here?”
  • Construct your content material financial institution quicker: Feed the AI a batch of previous posts and ask: “What themes do I maintain coming again to?” or “Which concepts may change into a sequence?”
  • Seize their genuine voice: Arvind Jain, founding father of Glean, shared how his group took this method additional. They constructed an AI agent skilled on transcripts from his previous talking engagements. Now, each draft runs by way of the agent for tone and polish earlier than it’s shared, making certain it sounds authentically like him.

AI doesn’t change your founder’s pondering or creativity. It removes the friction between their concepts and printed content material.

Programs Create Stamina

A high-impact founder model takes months to develop. The preliminary discomfort of constructing these programs is the barrier to entry that retains most opponents out.

Your opponents are ready for inspiration. By constructing programs, you create stamina. You scale back friction, align content material creation along with your founder’s current work, and construct the consistency required to show their experience into belief, pipeline, and authority.

The founders who win at this aren’t probably the most inventive or the perfect writers. They’re those who constructed programs that allow them present up persistently, even when inspiration doesn’t.

All information, quotes, and examples cited above with out a supply hyperlink are taken from the “Founder-Led Sales and Marketing Never Ends” playbook.

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Featured Picture: Master1305/Shutterstock


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