1 min read

The Stack for Creating Content at Scale

If you care about demand gen, then packaging up relevant information, the ability to scale, and distribution are kinda everything. Your stack should match this approach.

1-minute (+2:07 video)

If I was in charge of creating content that drives recruiting outcomes at a fast-growing startup, this would be my stack.

First, some context:

Let’s assume that I’d be a team of one (likely a Head of Talent) with little to no budget and no content support from marketing. (Yes, this is the norm.)

Mindset: Scrappy. I want to create dynamic, always relevant content that:

  • Is shareable in outbound recruiter messages. (Aka, recruiter enablement.)
  • Gives candidates the insider information they want before they apply.
  • Is easy to distribute.
  • Is scalable.

Here we go:

Slack

  • Use case: Q&A video content. Post interesting questions in Slack. Employees answer via video response. You take those clips, add titles and captions, and share them in outbound and on social (with great copy).

Descript:

  • Use case: Video editing.

Medium or Substack

  • Use case: Engineering blog.

Anchor (or other podcasting apps)

  • Use case: Department-level podcasts.

Zoom

  • Use case: Video calls with hiring managers + senior-leader webinars with industry peers. (Use Descript to cut clips. Add titles and captions. Distribute to build brand.)

LinkedIn, Twitter, and Redditt (and other niche platforms/communities depending on the audience):

  • Use case: Employees post/contribute whatever they want. They are your SMEs.

Total cost per month: Low

Most of these tools are free. And any paid tools are likely part of your stack already.

Why this approach?

Because things change—a lot. And if you care about demand gen, then packaging up relevant information, the ability to scale, and distribution are kinda everything.

As James Hornick so eloquently put it: “In 30-60 days we’re going to have completely different shit to talk about.”

P.S. If I’m missing anything, or if there's a tool I need to know about, please email me or drop it in the comments on LinkedIn.

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