100 Founder Spotlights

How consistent content drives brand and identity at Everywhere Ventures

May 21, 2023

A couple years ago we decided that we would interview one portfolio CEO each week, and help tell their story. We would create a basic social media graphic, or tile, that would highlight the founder, their company, stage, sector, and business. We’d leverage a few tools such as Calendly to help us schedule the Zoom call with the founder, Otter to help us transcribe the interview into editable text, and Canva to create the social tile. For a few hundred dollars in annual tech tool cost, we were ready to go. Our head of marketing and operations, Eileen McRae, set out to do the rest, researching each founder prior to the call, identifying key questions, and then doing the 30 min interview. Soup to nuts each post probably takes a couple hours, but consistency is the hardest thing in the world. It’s like the adage that the best gym routine is the one that you stick to. It really doesn’t matter what it is; it matters that you’re consistent.

Every day I encounter a founder who talks to me about their marketing budget, their acquisition cost, or how they don’t yet have the money to create content. For the past two years we’ve tested our own simple formula of a weekly post, and it’s taken us from virtually zero to over 20,000 subscribers across LinkedIn and Substack. To us it is clear evidence that consistency, not the complexity of the content, pays off. While we experimented with promoted content in a few markets, the only thing that consistently drives subscriber growth is quality and consistent content. Our formula was simple, but every Wednesday for the last 100 Wednesdays, we’ve posted an update or a profile of a portfolio founder, and like all things, progress is an accumulation of daily habits, grit, and setting up a process that you can stick to without fail.

Content is ocean-front property in the world of search engine optimization (SEO), so invest in developing lanes of consistent high-quality content, and it will pay dividends.

Everywhere Ventures Founder Spotlights:

Everywhere with Scott Hartley

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