Marketing
Inbound that compounds, with a team of two
You do not need a content department to build demand that grows on its own. A lean system for publishing fewer, better pieces that keep working for years.
The Third Orbit · · 1 min read
Most early-stage content fails for the same reason: volume without a point. Two posts a week, none of them the best answer to anything.
There is a better way, and it fits a team of two.
Start from questions, not topics
Your sales calls are a goldmine. List every question prospects ask before they buy. Those questions are your editorial calendar. Each one deserves a page that answers it completely.
The best marketing content is the answer your best salesperson gives, written down.
One piece, five channels
Write one excellent article a fortnight. Then turn it into:
- a LinkedIn post from the founder,
- a short email to your list,
- three social snippets with the strongest lines,
- a slide for the sales deck,
- an answer the team can paste into prospect emails.
One piece of thinking, five places it works.
Measure what compounds
Ignore vanity numbers. Track three things per article:
- Organic visits after 90 days. Good content grows; weak content fades.
- Assisted conversions. How many demo requests read it first?
- Sales usage. How often does the team send it to prospects?
Kill or rewrite anything that scores zero on all three after six months.
The compounding effect
A fortnightly article for a year is 26 pieces, each answering a real buyer question. By year two, they bring in more demand than anything you could buy, and they keep working while you sleep.