jihad

Indie consultant, blogger and digital gardener. ex-Other Internet / ex-Google / tomcritchlow.com

I’ve been thinking a lot about @tomcritchlow’s “small-b blogging” post from way back. 

His argument is that the goal of blogging shouldn’t be to shoot for virality — it should be targeted, demonstrate your unique perspective and knowledge, and compound as a body of work over time. 

@phokarlsson made a similar argument on his blog before: you should write as a search query to find people and ideas that resonate. 

I think that’s what frustrates me when I see founders who don’t have time to write. It’s one of the most effective ways to get potential customers or employees or new opportunities in front of you. The ROI is unbounded. 

No, your content marketing strategy isn’t going to achieve the same goal. No, you can’t just post feature and partnership updates. 

You’ve gotta share your ideas from the trenches, in hopes that they’ll find the folks that resonate in ways you can’t even imagine — and they will.

shaping the ideas that shape us /native /believein 🇵🇸

albiverse.xyz | 
mirror.xyz/albiverse.eth | /nervous host

The founder needs to contribute their own ideas and go through the sparring process. 

If they’re working with a co-writer that’s helping put their thoughts into words, editing, and holding them accountable — definitely. 

If they’re just having someone pump content for them — probably more harm than good.

do you feel that working with a good ghost writer is a viable strategy for founders who can't make the time?