Why I started a content company

I’m doing something new. I’ve been in marketing for most of my career, first with websites, then with social media (a bit), and most recently in strategy as a CMO at a fast-growing tech nonprofit. Marketing is always changing, growing, and evolving, but the one constant, the one stable thing is a continuous need for great content. That’s what I’m focussing on next.

Marketing is only as good as the content driving it. A website wins or loses by the quality of its content. The same is true for social media, video, email newsletters, books, e-books, white papers, podcasts, blogs, vlogs… you get the idea.

Good content drives good marketing. It’s with that in mind that I’ve started a new company (with my friend Sanjay) called Edgewise. Edgewise is a media company that creates podcasts and then uses the content generated by those podcast episodes to create massive amounts of high-quality marketing content like blog posts, social posts, videos, etc.

We believe a podcast is more than a tool to build an audience. One 30-minute podcast episode can become written content great for SEO, four short videos, one long video for streaming, four to six social media graphics, two to four audiograms, and much more. One podcast episode can create up to 15 pieces of high-value marketing content.

This is not just an idea, it’s something we have been doing for a while now. We have clients that are global insurance companies, state-leading medical practices, national nonprofit movements, and more. And, we are just getting started!

More is coming. We are working on products, content, tools, and resources to help multiply content and make marketing better. So stay tuned. And, in the meantime, if you want to have a quick chat about podcasting and how it can help your organization create more marketing content, let’s chat. I love to give advice about this stuff.