TCC: #11: Giving this newsletter a new home

Hi friends,

I’m shifting my newsletter to beehiiv! Here’s why:

• I want to communicate directly with my readers: You can see who subscribes to your newsletter on LinkedIn but you don’t have your subscriber’s emails. Which was not cool.

• You’re beholden to LinkedIn for your newsletter’s existence. This worked well when I was getting used to the idea of publishing a newsletter, but I want to make this a more regular habit.

• Platform limitations: I felt creatively constrained by LinkedIn and Beehiiv gave me more options to have fun in this space

I hope you’ll join me on Beehiiv! I’ll still publish to LinkedIn, but it won’t be my primary home for this newsletter.

Recent thoughts:

• How Coldplay successfully connects with their fans even in a 60,000-sold-out stadium show

• Why people read/watch/listen to content or search online for solutions: It’s not just about finding answers to questions or learning how to do stuff. It’s also about being entertained and having fun

• How to write an empathetic, no-BS apology (a proper one!)

3 thoughtful reads

• How to Write B2B Content That Drives Actual Results (Not Just Vanity Metrics): Beam is one of those agencies that get content marketing, and this post is in-depth, actionable, and not a pain to read. My favourite part: “The right content, used the right way, can turn into leads, prospects, and sales within days.

• Confessions of a CEO: Why I killed a $2,000,000 product: Click-baity title aside, I love this reflective piece on the inner workings behind why people make certain business decisions that don’t seem to make sense from the outside.

• Why TikTok is dangerously good at making you spend money: I’m personally not a fan of TikTok, but I recognize that it’s damm good at pushing all the right psychological buttons that get us to spend time on the platform + spend money. Curious to see how TikTok shop develops over time.

1 cool tool

Consensus: One of my recent client work pieces involved combing through lots of academic research papers (the joke’s on me; I thought the days of reading dry academic papers were over). Consensus is an AI-powered search engine that helps me summarize papers and find the right resources quickly. Comes with a generous free plan too.

If you’re looking for content support in 2024

Here’s how we can work together.
⭐ B2B SaaS product-led content: People look for solutions and information online. Why not position your product to illustrate a point and show why your product is the best at solving a problem? It attracts visitors and educates your customers while motivating and guiding them to use your product. Talk about a win-win!

⭐ Customer case studies: Highlight how you’ve worked with a customer and celebrate their success! Case studies build trust with potential customers and show how your work has solved their issues. Attract customers like your ideal clients who want to solve a similar issue.

⭐ Whitepapers, research reports and e-books: Nurture valuable leads for a marketing campaign with an in-depth, persuasive long-form piece highlighting an issue and articulating your brand’s expertise. They help start sales conversations and showcase industry authority with original data. Besides interviewing stakeholders and research, I'll assist your team from outline to design to publication.

⭐  Content repurposing: Don’t let the content you worked so hard to put together collect digital dust after publishing. Repurpose your existing content to reach a new audience. For example, I’ve worked with clients to repurpose speaker recordings into blog posts and turned internal sales slides into e-books.

I’m fully booked at the moment, but you can still join my waitlist (earliest estimated client opening around March-April).

DM me and let’s schedule a call to chat about your content! Let’s figure out what types of content fits best for your customers, and craft a way forward together.