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What are the best brands doing to stay relevant, build trust, and create content smarter?
At Share Your Genius, we have the same questions, so we're tapping the best in the space for their answers—one voicemail at a time.
Join us each week for quick hits of insights from b2b marketers and leaders.
[00:00:00] Amanda Smith.
[00:00:09] So, you know how brain strategy sometimes gets dismissed because it's too fluffy? Yeah, I met Clay Ostrom, and I thought, here's a guy who is completely flipping that idea on its head. Clay is the founder of Map & Fire.
[00:00:26] It's a research and positioning agency that's been around for nearly a decade, which
[00:00:30] is honestly an eternity in this space.
[00:00:33] He really grounds every brand decision in real research, talking to customers, digging into behavior, and shaping the messages that resonate.
[00:00:41] He also happens to be a content machine. He's built his entire business on original thinking, writing that sharpens his point of view and earns trust with future clients.
[00:00:52] So, it seemed like a no-brainer to ask him, how has content helped shape his business and his voice as a founder?
[00:00:59] Here's what he had to say.
[00:01:01]
[00:01:11] Hey Amanda, it's Clay. Thank you for that question. It's definitely something I've thought a lot about, and I think, going back to my early days of creating content, I always felt one of the biggest benefits of it was it forced me to really crystallize my thinking and ideas by writing— so writing long-form content was a big part of our business early on.
[00:01:38] It's what ultimately drove a lot of people to discover us, but it really helped me get clear on my point of view
[00:01:45] about how I think about these topics and really dig into them in a really deep way. That's been a huge part of my learning process with content. But more recently, I think I've kind of taken that to another space where I've understood more deeply that repetition is also something I really needed to embrace, and my time spent on LinkedIn has really helped me focus on that. And if you spend any time on LinkedIn, you know the people that you see over and over again,
[00:02:14] the people you know for a particular topic, talk about the same stuff a lot. And that was something that was a little challenging for me, but I've made some commitments around focusing in specifically for me around positioning and differentiation and creating a whole content series around that. And, for me, coming up with like 50 different ways to talk about one topic
[00:02:34] has been really valuable, and it's already been getting like a really good response from folks.
[00:02:39] Yeah, those are just kind of some of my thoughts, some of the little lessons I've been thinking about and learning with content. So, I hope it helps. If it sparks any other ideas for you, gimme a call back.
[00:02:49]
[00:02:57] Thank you for listening. Want your podcast to do more? Subscribe to Genius Cuts because it's never just a podcast.