My playbook to write better B2B content

Growing to 30k+ subs in 2 years & getting better at my day job

👋 Hi, it’s Kyle. Welcome to another edition of Growth Unhinged, my newsletter that explores the unexpected behind the fastest-growing startups. Today I’m sharing a more personal post about why and how I write — and why you should copy my B2B content playbook.

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This week Growth Unhinged celebrates a big milestone: 30,000 subscribers 🎉

I’ve now written 81 (!) newsletter editions since March 2021. On top of the newsletter, I write three LinkedIn posts each and every week. I don’t even want to guess how many words those add up to… y’all know I’m long-winded 😬! People regularly ask: why do I write so much and how do I do it without distracting from my actual job as a VC operating partner? 

Framed differently, you might wonder – is writing worth your time and, if so, how do you ramp up your own content creation? My answers are simple: it is worth it and integrate writing into what you do. 

Today, I’m sharing my B2B content creation playbook. Go ahead, steal it.

Is writing worth your time? 

My story is that I graduated from a liberal arts-focused college with an Environmental Studies degree. Then I spent six years at a boutique management consulting firm specializing in pricing.

Without my writing, I might have been pigeon-holed. But I wrote myself into important rooms beyond what was on my resume.

I felt that most SaaS content was both too fluffy and too boring. Inspired by Nate Silver (the statistician and creator of FiveThirtyEight) and

Andrew Sullivan

(the political blogger who ran a subscription newsletter dating back to the early 00’s), I wanted to combine data-driven research with a personal flair applied to the world of SaaS. Committing to writing has had an unbelievably positive impact both personally and professionally. 

Look, writing isn’t for everyone. Getting started with writing feels intimidating and there’s rarely an immediate payoff. But I’d argue that if you’re a founder, investor, or executive, you have a lot to gain and will deeply regret not writing. 

Five reasons why I think writing is well worth your time 👇

1. Clarity of thought.

The practice of writing forces you to step back from the near-constant activity, distractions, and interruptions of startup life. It’s your opportunity to take disparate ideas or half-baked concepts and bring them together into a coherent thesis. 

By clarifying your thoughts, you bring others along and make a more persuasive case for what you believe. The idea becomes something larger that you can put to work. Even if you never publish, the simple act of writing is powerful. 

2. Personal branding. 

Your personal brand is the outward impression of you in the mind of peers, candidates, customers, investors, and others. People will form opinions based on your title, where you’ve worked, what you look like, where you live, and where you went to school. 

Writing offers you a chance to craft your own narrative, creating a personal brand that’s connected to what’s in your mind rather than what other people assume about you. It puts you on a level playing field against the so-called gatekeepers of your field; if people think you have a smart perspective, they’ll amplify your message.

3. Networking. 

Writing sparks a conversation. Some people will agree with your perspective and want to talk to you about it. Others prefer to go deeper and spar one-on-one. Yes, a few may disagree – but the critics will push you to hone your perspective and counter any objections.

4. Career optionality. 

When people read your writing, they start to feel like they know you and what you can contribute. It’s a chance for others to try-before-they-buy (#PLG). Writing keeps you top of mind for full-time jobs, advising opportunities, speaking engagements, and much more. 

5. Company growth. 

People trust other people more than they trust faceless corporations. A personal brand attracts a larger and more engaged following than a corporate one, and that can be used to fuel powerful company growth.

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My content creation playbook