Adam Robinson never saw himself as a content creator. As the founder of a growing tech company, his days were filled with meetings, product development, and strategic planning.
Yet, he knew that to reach the next level of growth, he needed to connect with his audience on a deeper level. Adam faced the same fear that many founders do: the fear of putting himself out there and sharing his journey publicly.
In 2022, Adam decided to confront this fear head-on.
He devised a copywriting formula that not only resonated with his audience but also generated an impressive $22 million in revenue. His strategy was simple yet powerful: be authentic, be vulnerable, and share the ups and downs of his entrepreneurial journey.
Adam discovered that by building in public, he could engage with his audience in a meaningful way, establishing himself as a thought leader in the industry.
The importance of personality in content for brand growth
One critical lesson Adam learned is the importance of personality-driven content in today’s digital landscape. As AI becomes increasingly sophisticated, the content that truly resonates and drives brand growth is that which carries a human touch – something AI simply cannot replicate.
Hiring influencers or internal content creators to infuse personality into your content is not just a smart strategy; it’s essential. These individuals can bring unique voices and experiences to the table, differentiating your brand in a crowded market.
Shifting from SEO-driven to personality-driven content
Traditional SEO-driven content, once a cornerstone of digital marketing, is being commoditized by AI. As AI tools can generate informational content quickly and efficiently, this space is becoming increasingly competitive and less impactful. This shift underscores the need for founders to pivot towards a more personality-driven content strategy.
Platforms like TikTok, Instagram, and YouTube have made it clear: today’s audiences are drawn more to personalities than brands. They crave authentic stories, relatable experiences, and unique perspectives.
More founders are turning to a founder-led content strategy to build their authority and reach a wider audience.
Yet, many are held back by fear.
The truth is, sharing your journey publicly can feel intimidating, and the idea of being the face of your brand’s content can be daunting.
But what if I told you that embracing this fear could be the key to unlocking incredible growth for your business?
Paralyzing fear of public vulnerability
As founders, we know our products and services inside out. We’re passionate, driven, and committed to our visions. But the moment we think about sharing our stories, insights, and processes with the world, we hesitate.
What if we’re not interesting enough? What if no one cares? What if we make mistakes in front of everyone? These fears are paralyzing, preventing many from tapping into the potential of a founder-led content strategy.
Why building in public matters today
Imagine the power of your authentic voice reaching thousands, if not millions, of people.
When founders share their journeys, they don’t just build brands – they build trust, community, and influence. People want to connect with real stories and authentic experiences. They want to learn from your successes and failures. By building in public, you not only humanize your brand but also position yourself as a thought leader in your industry.
Deep dive into common founders fears
Let’s unpack the top fears holding founders back from embracing a founder-led content strategy:
- Fear of not having enough time
Many founders believe they simply don’t have the time to create content consistently. Running a business is demanding, and adding content creation to the mix feels overwhelming.
- Not being a “Content Person”
The idea of being a “content creator” can feel foreign. Many founders worry they lack the creativity or skills to produce engaging content, leading to feelings of inadequacy.
- Fear of delegating personal content
There’s a fear that outsourcing content creation will dilute the authenticity of their message. Founders worry that no one else can truly capture their voice and vision.
How to overcome these fears in 3 steps
Here’s how to confront and conquer these fears, paving the way for a successful founder-led content strategy:
- Find your own content process
Implement a system that allows you to create content efficiently. Schedule regular content brainstorming sessions with your team. Let them help you draft and organize content based on your insights, minimizing your time commitment while keeping your voice at the forefront.
Or document your entire journey. Put a camera in your office, hit the record while talking with a partner or colleague. Or hire someone to follow you with the camera. You don’t have to create your content, you can easily document it.
- Start small and use templates
Overcome the fear of not being a “content person” by starting small. Use templates and guidelines to structure your thoughts and make the content creation process less daunting. For example, try a simple template like the “3 Lessons Learned” format, where you share 3 key insights or experiences from your entrepreneurial journey.
Partner with a marketing professional who can help translate your unique insights and expertise into engaging, polished content. They can provide guidance on tone, structure, and optimal distribution channels. Collaborating with a content pro can boost your confidence and skills over time, teaching you effective content strategies you can apply on your own.
Commit to a regular cadence, even if it’s just one blog post or social media update per month at first. Consistency is key to building an audience and developing your content creation abilities. As you get more comfortable, gradually increase your output.
The key is to start small, use supportive tools and resources, and build your skills incrementally. With practice and the right partnerships, founder-led content can become a powerful growth lever for your business.
- Involve yourself without overcommitting
To maintain authenticity while delegating, stay involved in the content creation process. Share your stories and ideas with your team and allow them to handle the logistics of formatting and posting. This ensures the content remains genuine and true to your voice.
By taking these actions, you can effectively lead a content strategy that not only builds your authority but also connects you with a broader audience. Embrace the fear, build in public, and watch as your influence and impact grow exponentially.
To maintain authenticity while delegating, stay involved in the content creation process. Share your first-hand stories, unique experiences, and key insights with your team, and provide feedback to ensure the final content remains genuine and true to your voice. This could involve reviewing draft blog posts, approving social media captions, or even recording short video clips to be used across channels.
Encourage your team to have conversations with you about the content concepts and themes. Solicit their input on how best to translate your ideas into compelling, relatable narratives. This collaborative approach will make the content feel more authentic, while also allowing you to leverage the strengths of your marketing or editorial professionals.
When delegating the logistics of formatting, scheduling and publishing the content, provide clear guidelines on your preferred style, tone and brand messaging. What I’m recommending is also to create a short video about who you are, what you do and what are your expectations from every piece they publish on your behalf. This will help anyone who’s new in the team to understand your thinking better.
By taking these actions, you can effectively lead a content strategy that not only builds your authority as a founder, but also connects you with a broader audience on a more personal level. Embrace the fear of being in the spotlight, build in public, and watch as your influence and impact grow exponentially.
Consider establishing a regular cadence for content reviews with your team. This allows you to stay closely involved without getting bogged down in the day-to-day execution. Over time, you can gradually increase the autonomy of your content creators as your confidence and their skills develop.
Remember, the goal is to showcase your unique perspective and expertise in a way that feels authentic to you and your brand.
With the right processes and collaborations in place, founder-led content can become a powerful tool for growth and thought leadership.
Founder-led content it’s about infusing your brand with personality, authenticity, and humanity.
As AI continues to commoditize traditional content, the real differentiator will be the unique perspectives and experiences that only you can bring to your audience.
By embracing personality-driven content, founders can overcome the fear of being in the spotlight, connect with their audiences on a deeper level, and ultimately, unlock new levels of growth for their businesses. Remember, your story is your brand’s most powerful asset—don’t be afraid to share it with the world.