Codie SanchezFounder @ Contrarian Thinking

Why You Should Be Making Content

25 Nov 2023 · 1 min

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Codie Sanchez explains a 'content flywheel' strategy: by creating public content about how she buys and values businesses, she attracts potential sellers who trust her, enabling faster and cheaper acquisitions. She then grows acquired businesses by funneling her audience into them and later exits to a ready community of buyers—repeating the cycle to scale deal flow and improve transaction terms.

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The flywheel of content is the most powerful thing I've ever seen. I'm going to talk about content, about buying businesses, because I talk about buying businesses. What's going to happen? A bunch of people are going to want to sell me their business. So now I'm going to buy more businesses that they want to sell, and I'm going to buy them at better prices and faster than anybody else because they feel like they already know me and they trust me. I'm going to tell them exactly how I value it. I'm going to tell them exactly how I buy, and then they're going to sell me their business. Then once they sell me their business, I'm going to build that business through my audience. So I'm going to funnel more of the audience into said business. And then finally, when I go to exit the business, I'm going to have a community of buyers that want to buy this business, and then I'm going to do it again and again and again.