Jason M. Lemkin argues that content marketing reliably generates results when done well, drawing on his experience writing early, candid posts about failures and lessons (including for Saster). He recommends producing a few helpful pieces even when unsure, because they can attract high-quality customers and traffic over time.
Every single startup I've worked with that has done this. It has worked. Even Saster itself is an SEO empire after all these years, our number one source of traffic. Just by writing early content that I knew about. You know, I was. There are so many more successful founders than me these days, but I was pretty early in writing about my failings. Building a sales team, building my failures in marketing, my failures. But I knew it. You know, it wasn't that it was epic, but I knew it. And that content just performed. Write a couple pieces when you don't know what to do. It may not get you 1000 leads, but it's going to get you a couple really good customers if you add value.
