How to Build a Category Through Content with Rob Gonzalez | Founders on Content

In the first episode of Founders on Content, Nathan Roy sits down with Rob Gonzalez, co-founder and CMO of Salsify, to unpack what it really takes to build a category through content.Rob shares how he went from a product and engineering background to helping popularize concepts like the Digital Shelf and Product Experience Management, and why category creation is fundamentally different from marketing within an established market.They discuss:How Rob learned to become an effective communicator and storytellerThe role content played in building entirely new categoriesWhy repetition matters more than originality when shaping market perceptionThe difference between demand capture and demand creationHow Salsify used podcasts, research, events, video, and community to educate the marketMistakes, failed bets, and lessons learned along the wayWhy high-quality ideas matter even more in the age of AI-generated contentIf you're a founder, operator, or marketer trying to create demand for something new, this episode offers a practical look at how category-defining companies use content to shape markets, influence buyers, and build long-term leverage.