1.47M
+1,457
Series C
The challenge
The company is a forward-thinking freight technology startup with a product worth talking about and exactly one marketing employee. The work that a dozen-person marketing team would have done ten or twenty years ago had to get done by two people: that employee and me.
The category is crowded and noisy. To win it, the company needed to show up every working day with content that sounded like a leader, not a vendor, and it needed a content engine that could feed sales, investors, and recruiting at the same time without burning out the one person inside the building.
The approach
Consultant, advisor, and practitioner
For almost three years I have worked as the second half of the marketing team. I write the monthly blog content and optimize it for search, write the case studies, run the customer interviews and internal subject-matter-expert interviews behind them, write the white papers, and produce the monthly newsletter. Strategy and execution live in the same seat.
LinkedIn five days a week
The company page posts Monday through Friday, every week. The rule is variety: customer testimonials, case studies, carousels, photos, employee spotlights, event photos, and a heavy dose of video. Highlights from webinars, podcasts, and speaking sessions get cut into short clips so one appearance becomes a week of content.
Content that works twice
Every long asset is designed to be broken apart. A case study becomes a carousel, a testimonial, and a newsletter feature. A webinar becomes five clips. Nothing is published once.
The next lever: a senior leader's profile
Recently I took over the LinkedIn account of one of the company's senior leaders to run outbound DMs. The company keeps a list of target customers. I message the ones none of the salespeople have been able to reach.
The results
- 1,472,513 impressions, 6,742 reactions, 233 comments, and 155 reposts.
- 1,457 followers added in a single year.
- 38,141 page views and 15,645 unique visitors to the company page.
- The brand became the dominant voice in its category on LinkedIn.
Content engine
- Five new case studies researched, interviewed, and written.
- Monthly newsletter: 13,695 article views and 503 new subscribers.
- Blog, white papers, and search optimization running every month on a team of two.
Business
- The content program built toward a Series C round, a very large raise, and the company has added new logos at a rapid clip since.
- In the first week of DM outreach from the senior leader's profile, two target accounts that sales had never been able to reach replied.
Brad is the rare creative who actually makes your life easier. He's an exceptional writer with a product-first mindset, meaning he actually understands what we're solving for our customers before he ever starts a draft. He's organized, proactive, and consistently brings fresh concepts to the table that move the needle.
SVP of Marketing, freight technology startup
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