Stop Chasing Demand—Build It: How Founders Can Leverage Content to Build and Scale Businesses

Why Content Creation is a Game-Changer

In today’s hyper-competitive market, traditional methods of generating demand are becoming less effective. Cold emails, LinkedIn ads, and even webinars are struggling to capture attention in an era where consumers are bombarded with content. The solution? Shift from searching for demand to building it. By creating authentic, targeted content, you not only attract an audience but also develop a loyal community eager to engage with your brand. For founders, this is more than just marketing; it’s a strategic advantage.

Adam Robinson, founder of Retention.com, is a perfect example of this shift in action. Adam used LinkedIn as his primary content platform, building an engaged audience before his B2B product was even finalized. By sharing honest insights about the struggles and triumphs of his startup journey, he created a trusted brand that resonated deeply with his target audience. This authentic approach allowed him to gain attention, generate leads, and build demand organically—all without the costly overhead of traditional sales teams. For founders, content creation isn’t just a marketing tool; it’s the new playbook for sustainable growth.

Overcoming the Initial Struggles

Starting with content creation can feel like an uphill battle. You might spend hours crafting a post, only to see minimal engagement. It’s easy to feel like your efforts aren’t making an impact, but this is a natural part of the process. Every successful content creator started at zero—zero followers, zero engagement, and zero results. The key is consistency and resilience. Building an audience takes time, and those early posts lay the foundation for the growth that will come.

The initial stages are also a great time to experiment. Test different tones, formats, and topics to see what resonates with your audience. Pay attention to the posts that spark comments or questions, even if the numbers are small. These signals are invaluable as you refine your strategy. The reality is, content creation is as much about learning as it is about doing. Treat your early posts as stepping stones, not endpoints, and keep showing up—even when it feels like no one is watching.

How to Create Content That Resonates

Creating content that resonates with your audience isn’t about luck—it’s about understanding their challenges and speaking directly to them. The best content solves a problem, answers a question, or provides insight that your audience can’t easily find elsewhere. Start by deeply understanding your target market. What keeps them up at night? What are their pain points, aspirations, and frustrations? Then, craft content that offers genuine value, whether it’s actionable advice, a relatable story, or a fresh perspective on an industry trend.

The key is to be authentic and specific. Generic advice or overly polished marketing posts often fail to engage because they lack depth or relatability. Instead, focus on sharing insights from real experiences, even if those experiences include failures. For example, if your audience struggles with lead generation, share a personal story about a time you faced the same challenge and the steps you took to solve it. Relatable content builds trust, and actionable tips position you as a helpful and credible voice in your industry.

Building a Habit of Consistency

Consistency is the cornerstone of successful content creation. It’s not enough to post sporadically or when inspiration strikes. To truly make an impact, you need to show up regularly, even when it feels like a chore. This doesn’t mean you have to spend hours every day crafting posts. Instead, treat content creation like any other critical business function by scheduling dedicated time for it and committing to it just as you would a meeting or deadline.

One practical strategy is to start small. Dedicate 30 minutes twice a week to brainstorm and draft posts. Block out this time on your calendar to ensure it becomes a habit. Tools like content calendars can also help you stay organized, allowing you to plan posts in advance and avoid last-minute scrambling. Additionally, consider repurposing existing content, such as blog articles or insights shared in team meetings, to maximize efficiency. The more you systematize your approach, the easier it will become to maintain momentum.

Maximizing the ROI of Your Content

One of the most rewarding aspects of consistent content creation is its ability to deliver returns across multiple areas of your business. While the immediate goal might be lead generation, the benefits go far beyond that. Effective content builds trust, enhances your personal brand, and opens doors to opportunities you may not have anticipated. From attracting top talent to sparking partnerships or piquing investor interest, the ripple effects of your content can be profound.

To maximize your content's ROI, focus on quality and relevance over quantity. Instead of churning out posts for the sake of posting, ensure each piece aligns with your business goals and offers real value. For example, if you're hiring, share stories that reflect your company culture and values. If you’re looking for partnerships, highlight your industry insights or success stories. Additionally, monitor the performance of your posts—not just in terms of likes or comments but in the opportunities they generate. This holistic approach will help you refine your strategy and make the most of your efforts.

Leveraging Controversy and Authenticity

In the crowded world of online content, standing out often means stepping outside your comfort zone. One effective way to capture attention is through controversy—not in a combative or negative sense, but by taking bold, well-reasoned stances on industry issues. When done authentically, this approach can spark meaningful conversations and amplify your reach. People are drawn to confidence and clarity, especially when it challenges the status quo in a thoughtful way.

Authenticity is equally important. Audiences today crave transparency and real stories, not overly polished marketing jargon. Share the highs and lows of your journey, even if it means revealing vulnerabilities. For example, if you’ve faced a significant setback in your business, frame it as a learning experience and share the steps you took to move forward. This kind of honesty builds trust and humanizes your brand, making your audience more likely to connect with you and, ultimately, your product or service.

Expanding Beyond LinkedIn

While LinkedIn is a powerful platform for reaching professionals, limiting yourself to one platform could mean missing opportunities to engage with a broader audience. Expanding your content strategy to include other platforms like Instagram, Substack, or YouTube allows you to connect with different demographics and create a more diverse digital presence. Each platform has unique strengths, so tailoring your content to fit the medium is essential for maximizing impact.

For instance, Instagram is ideal for visual storytelling and behind-the-scenes glimpses of your business, helping to humanize your brand. Substack provides a platform for longer-form, in-depth insights, such as thought leadership articles or newsletters, which can help you build authority in your industry. Meanwhile, YouTube’s video format is perfect for tutorials, case studies, or docuseries that bring your story to life. By diversifying your content strategy, you can reach potential customers, partners, and recruits where they are most active, ultimately expanding your brand’s influence.

Measuring Success Without Vanity Metrics

Content creation success isn’t solely about likes, shares, or comments—those are vanity metrics that only tell part of the story. The real impact lies in how your content drives meaningful outcomes, such as building trust, generating leads, or creating opportunities for partnerships and collaborations. These results often emerge gradually and aren’t always directly measurable, but their influence on your business growth can be profound.

To gauge the effectiveness of your content, focus on qualitative feedback and tangible outcomes. Are potential clients or collaborators reaching out because they resonate with your message? Are you attracting top talent who align with your company culture after seeing your posts? Additionally, look for signs of increased engagement, like more thoughtful comments or direct messages. These are indicators that your content is building connections. While metrics like impressions and clicks provide valuable data, don’t let them overshadow the bigger picture—how your content is creating lasting relationships and fueling growth.

The Future of Demand Creation

The way businesses generate demand is undergoing a seismic shift. While traditional approaches like cold outreach and paid ads may no longer yield the same results they once did, they still have their place as part of a well-rounded go-to-market strategy. Cold outreach remains a critical tool for reaching niche audiences, testing messaging, and generating immediate leads, especially in the early stages of growth. However, the future lies in building demand by fostering authentic relationships through content. This strategy allows businesses to create a loyal audience first, and then develop products or services that directly address their needs, creating a more sustainable and impactful growth engine.

Blending traditional methods like cold outreach with content-driven demand creation offers a powerful approach to growth. By creating high-value, audience-focused content, you can complement your outreach efforts, fostering trust and engagement that traditional methods alone can’t achieve. This hybrid approach flips the old playbook on its head: instead of just building a product and searching for demand, you create demand while using outreach to test and validate your ideas. For founders, this dual strategy can lower acquisition costs, accelerate adoption, and cultivate a loyal community that advocates for your business.

Key Takeaways and Next Steps

Building a successful content strategy requires patience, persistence, and a willingness to experiment. The journey can feel daunting at first, but the long-term benefits make it worth the effort. By showing up consistently, addressing your audience’s key challenges, and leveraging both traditional outreach and content creation, you can transform your brand into a trusted authority in your industry.

To get started, focus on small, actionable steps. Dedicate time each week to creating one piece of content that aligns with your audience’s needs or pain points. Don’t worry about perfection; authenticity and relevance matter more. Use analytics and feedback to refine your approach, and consider repurposing successful content across multiple platforms for maximum impact. Remember, the best time to start was yesterday, but the second-best time is today. Your audience is waiting—start sharing your story.

For even more tailored insights, reach out to us. Whether you’re looking for personalized strategies, tools to enhance your go-to-market motion, or access to proven GTM playbooks, we’re here to help you succeed. Contact us today to discover how we can support your journey and help you craft a winning content and GTM strategy that drives real results.