Content-driven growth

This article from Lenny Rachitsky from Lenny's newsletter was something that got shared internally at Animals amongst people that I know because it is a great example of thought leadership in an area that we care deeply about: content marketing and the relationship between content and business growth.

There's a lot in this fairly monstrous article that is very good and worth learning from.

Right from the beginning, I like how the entire premise of this article is based on Lenny answering somebody else's question. By answering questions, you demonstrate your expertise and establish yourself as someone knowledgeable on the subject. It's a great strategy for developing thought leadership.

But Lenny goes beyond just answering the question; he also lists the startups that are best at content-driven growth. However, he doesn't stop there. He explores the bigger overarching framework that exists above the individual examples and use cases. This is fantastic because it empowers the reader to solve not only the immediate problem but also similar problems in the future. It provides them with a toolkit and allows them to identify the characteristics that set these companies apart. This is what all thought leadership should aspire to do. Lenny uses a classic two-by-two framework, which is not only a great visual representation of ideas but also a powerful thinking tool. It simplifies complex situations and aids in communicating ideas effectively.

Another aspect I like is the interview section. Lenny leverages his network and showcases his connections with founders and heads of content from these companies. It's a clever way of building personal worth, reputation, and thought leadership.

While there's not a lot to dislike in this article, there are a couple of things that could be improved. The concept of the framework could be made more distinct and interesting. Additionally, the article is quite long, so it would benefit from more synthesis to make it more accessible and compelling to readers. Overall, this is a great article and a good example of thought leadership. Lenny has effectively used it to build his network, personal brand, and business.