In this episode, Parthi Longanathan explains why his company pivoted from SEO content tools to LinkedIn-focused social selling and how this shift reflects broader changes in the content marketing landscape. After seeing declining demand for SEO services and changing search behaviors due to AI tools, Parthi recognized that AI-assisted, personality-driven content was becoming the clearer path to revenue.

Letterdrop now helps companies turn internal expertise into consistent trust-building LinkedIn content for sales and executive teams. Rather than chasing virality, Parthi focuses on helping everyday professionals create content that resonates with the small subset of people who matter: their prospective customers.

Parthi Longanathan is the founder and CEO of Letterdrop. He worked as a product manager at Google on the search team and G Suite (now Google Workspace), giving him unique insights on how search works behind the scenes.

After leaving Google in 2019, Parthi founded Letterdrop, initially focused on helping marketers create high-quality SEO content by streamlining research and connecting content to revenue. In 2023, noticing changes in search behavior and declining demand for SEO services, he made the strategic decision to pivot toward LinkedIn-focused content solutions.

The AI conversation in content marketing has become deafening — skeptics shouting from one side, shallow tips from enthusiasts on the other. But somewhere in this noise, there must be pioneers who've actually figured something out, right?

We've gone on a search for the real pioneers — the ones who've ventured beyond the hype to succeed (or fail) spectacularly. Through their hard-won insights, we'll discover if there's actually something of value hiding in the noise, or if we're all just shouting into the void.

00:00 "I think a lot of people just misunderstand how to use LinkedIn"

02:00 Current trends in the RevOps space

04:00 Knowledge work automation and relationship-building

06:00 Parthi's background at Google and Letterdrop's evolution

08:00 Why Letterdrop pivoted from SEO to LinkedIn

10:00 Google search principles from an insider's perspective

13:00 How content marketers should think about search

16:00 The future of search and declining SEO investment

19:00 How Letterdrop's original SEO product worked

23:00 Building the LinkedIn growth engine for sales teams

26:00 Components of an effective LinkedIn strategy

28:00 Focusing on influencing "the thousand people who matter"

31:00 How AI enhances Letterdrop's LinkedIn content system

34:00 The reality about most people's "tone of voice"

37:00 The future of content marketing and knowledge work

Follow Parthi Longanathan on LinkedIn: "I'm there posting helpful, thoughtful stuff three to four times a week. At least half of it is created by Letterdrop."

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