S2.E16: People Want Your Expertise, Not Your Logo, with Jared Gibson of Outworks

Curtis and Tom welcome Jared Gibson, co-founder of Outworks, to the show to discuss the importance of founder-led content in today's digital landscape. They explore the shift from company-centric marketing to personal branding, especially in the wake of the pandemic. The conversation delves into the challenges of maintaining reach on LinkedIn, the significance of quality content over sheer numbers, and the evolving buyer journey that emphasizes research and trust-building through consistent content. Jared shares insights on creating a sustainable content strategy that resonates with audiences and positions executives as thought leaders. Word of the day: RELENTLESS!N.B.: Follow Jared on LinkedInCheck out Outworks.ioTakeaways:Founder-led content humanizes executives and builds trust.The pandemic shifted focus from company content to personal branding.Video content is crucial for engagement on LinkedIn.Quality of impressions matters more than quantity.Buyers prefer to do their research before engaging.Content can accelerate the sales pipeline.Influence can still be gained despite reduced reach. Relentless content creation combines quality and quantity.Not everyone is ready to buy immediately; content serves future needs.Long-term commitment to content is essential for success.Content should be a lifestyle change, not a short-term campaign.