Order my USA TODAY Bestselling book: toxicgrit.com TOXIC GRIT: How to have it all and (actually) love what you have. It will help you create a new approach to ambition and find space for all the diverse parts of yourself. Join 75K+ others who read my newsletter 🧩 Life's a Game at amandagoetz.com. It’s full of free tips to play the game of life at a whole new level. In 2018 I found myself at the height of my marketing career with 3 kids under the age of 4 and filing for divorce. In a world telling me to find alignment......I realized that was impossible. The work version of me didn't want to leave early to go be with the kiddos. The mom version of me didn't want to miss a moment with them. I wanted to be fiercely independent and yet also wanted to find love again. Other versions of me didn't want to feel responsible for anything or anyone. This diversity within me led to the creation of my Character Theory Framework. This framework helped me to create space for the 10 characters that make up the movie of your life:  The CEO → wants to pursue big goalsThe Partner → desires companionship  The Soloist → cares about personal growth and development The Caregiver → deep desire to take care of others and show up for themThe Goddess → wants to be desired and pursue pleasure  The Lazy One → loves to couch rot, no goals whatsoever The Socialite → values connection The Creative → desires creation and creativity The Doctor → your inner health &amp; wellness character The Explorer → craves novelty And it helped me. I was able to let go of the idea of balance and give permission for hierarchy, boundaries and the transition sequences necessary to embody these diverse characters. So I put it all in a book and it was an instant best seller!! I'm so excited for you to create space for all parts of you and to see ambition as multi-dimensional. Follow me here for advice as I build a multi-hyphenate life as a CMO, Author, Mom of 3 and getting married again. 

Amanda Goetz

Wrote a letter about life lately and thoughts I've been having during Women's History Month. Would love to know if anyone else is struggling with this....

https://lnkd.in/e7aNp6NB

USA TODAY Bestselling Author of Toxic Grit | 2x Founder (acquired) 5x CMO | Mom x3 | Keynote Speaker | Subscribe ➡️ 🧩 Life’s a Game Newsletter

Will Leatherman

Marketing Director

Build a Self Generating Content Funnel That Drives Revenue | Web3 & AI Growth & GTM Marketer | Fractional CMO

Most B2B companies have expert-driven insights trapped in their team's heads.

They try to scale content by hiring writers who don't understand the domain.
This results in generic content that gets engagement but doesn't drive pipeline.

I've built 50+ content engines that solve this differently:
We extract your team's expertise through structured interviews, then multiply it across channels using AI-assisted production—without losing the strategic depth buyers need.

Clients see3-5x content output with higher conversion because it's rooted in real expertise, not researched talking points.

BEFORE CATALYST:
→ CMO at Parcl (blockchain real estate): 300% increase in user acquisition
→ Creative strategist for Primark, Campari, Kate Spade, WeWork, PepsiCo, BMW
→ Built content systems across DTC, Web3, and B2B SaaS

MY BELIEF: Content without expertise is noise. Expertise without content is wasted. The companies that win have systems to connect both.

I help B2B marketing teams turn their best experts into their best demand gen channel.

Chief Marketing Officer, Head of Creative

Content writers aren't getting replaced by AI.

They're getting replaced by content engineers.

We've built content engines for 150+ B2B SaaS companies.

I'm calling it now.

2026 is the year of the content engineer.

Old reality: hire a writer. Brief them. Wait. Edit. Publish. Repeat.

New reality: build workflows that turn existing assets into content at scale. Writers who can't build systems become bottlenecks.

Five workflows we've built that have crushed this year:

1// Webinar repurposer. One 45-minute session becomes 12 pieces of content

2//  Case study writer. Customer calls become publishable proof in 48 hours

3// Sales calls to LinkedIn posts. Reps surface objections & insights. Posts write themselves

4// Voice of customer extractor. G2 reviews, support tickets, & NPS responses become messaging gold

5// Sales & Marketing connector. Shared content pipeline that kills the "we need better collateral" loop

A founder I work with ran the sales call workflow for 30 days. Posted twice a week from real prospect conversations. Pipeline from inbound 2x. Not because the writing was brilliant. Because we hit "speed and volume"

The content engineer doesn't just write. They architect systems that extract, transform, & distribute what already exists inside a company.

One workflow. 30 days. Doubled inbound pipeline.

The #1 mistake I see founders make with content:

→ Founder hires writer
→ Writer asks "what should I write about?"
→ Founder sends a few voice memos and some old decks
→ Content comes back generic
→ Founder says "this doesn't sound like me"
→ Writer rewrites it 3 times
→ Founder approves something they're lukewarm about
→ Post flops
→ Founder concludes: "content doesn't work"

The writer wasn't the problem.

The missing extraction process was.

Before you hire anyone, you need two things:

1. A repeatable way to pull your actual expertise out of your head (not just a monthly call where someone asks "so what's been on your mind?")

2. A review process that protects your voice without creating a bottleneck

Once those exist, a great writer can do their best work.

Without them, even the best writer will produce content that sounds like everyone else in your space.

Build the system first. Then hire into it.

How to 100x your productivity with Claude Code 

These 3 steps will completely change how you do work in 2026

1. Download Claude code
2. Setup your MANIFEST.md
3. Let claude build yourdatabases, react components, and delete your 500gb database of client files 

…the future is bright!

graphical user interface, text, application, chat or text message

Most founders quit content after 6 weeks.

Not because it doesn't work — because they expected results in 6 weeks.

After working with 100+ B2B founders, I've found 4 traits that separate the ones who build real pipeline channels from the ones who quietly stop posting.

It's not the formula. It's how you show up.

Happy Tuesday! If you're reading this, I hope you've already crossed a couple things off your list today and you're ready to get into something that'l

Open article: 4 traits that predict founder-led content success by Will Leatherman • 7 min read

4 traits that predict founder-led content success

I have good news and bad news...

Bad news -> we're growing faster than we can keep up

Good news ->  we hiring a 1% GTM engineer to join our team

if this sounds like you, apply below.

> 1–4 yrs in gtm roles (ae/bdr, revops/sales ops, bizops)
> high velocity saas or agency background
> strong in Clay (lists + enrichment + workflows)
> curious about ai + testing new tools
> “figure shit out” mindset 

https://dub.sh/NHliGDc

"Our buyers aren't on LinkedIn."

A founder told me this on a call yesterday. He almost sounded like he was apologizing.

Turns out, 85% of his market hangs out in niche Facebook groups.

Most B2B advice would tell him to force LinkedIn anyway. You know the drill. Build a personal brand. Post every day.

But that's a massive trap. 

If your buyers live on Facebook, or read physical direct mail, or hang out in obscure forums, go there. Don't fight channel reality just to fit a generic B2B playbook.

Your content engine isn't tied to one specific platform. The platform is just distribution. The real asset is your perspective.

If you already know exactly where your customers spend their time, you don't need a three-month strategic planning phase to figure out your next move.

You just need to show up in those spaces and start talking to them.

What's one channel you know your buyers use, but you've ignored because it doesn't feel "B2B enough"?

I used to waste hours convincing reluctant founders to take LinkedIn seriously.

The ones who needed the most convincing got the worst results.

So I stopped fighting that battle.

The founders crushing it on LinkedIn aren't smarter. They don't have better writers or secret algorithm hacks.

They just don't think the platform is beneath them.

The winners enjoy sharing ideas. They experiment. They trust compounding over obsessing about likes.

The losers call LinkedIn cringe. Ignore what works. Then complain when posts flop.

Here's the truth: If you resent LinkedIn, you'll lose to the founder who doesn't.
But you don't need to become an influencer. You just need to accept there's a proven way to make this work.

I wrote the full breakdown.

Happy Tuesday! Hope you're having a solid week so far. Before I get into today's piece, I need to say something that might sound harsh. I used to spen

Open article: Why some founders win on LinkedIn and others flop by Will Leatherman • 4 min read

Why some founders win on LinkedIn and others flop

6 months ago I was building weekly content briefs by staring at a Google Doc and it took me like 8 hours per client and the output was fine, not great, fine.

Here's what I did this Monday.

I ran a script that pulled 7 days of LinkedIn data from Ordinal - engagement rates, impressions, which hooks performed best. Turns out our best post last week hit 9.81% engagement on a two-line hook about founders quitting content after 6 weeks.

Same script scanned 10 competitor accounts and pulled their top-performing posts, then cross-referenced objections from our actual sales calls that get transcribed through Circleback and stored in Supabase.

The #1 objection we're hearing right now is "why can't we just do this in-house with AI tools" so that became one of the angles for the week.

All of that feeds into Claude with a voice profile we built from 20+ real posts per client. Not a generic "write like a thought leader" prompt but an actual calibrated profile that tracks sentence length, tone, when to use lowercase vs caps, specific phrases to avoid, stuff like that. Took 3 weeks to build the first one & we've been tuning it ever since.

5 draft posts came out. I edited 3, rewrote the hook on 1, killed 1 entirely because it sounded too much like a LinkedIn post (you know the kind).

45 minutes for a process that used to eat my entire Monday.

After watching dozens of founders waste hours staring at blank pages while their best insights died in Zoom calls, I built a system that turns sales conversations into a week of LinkedIn posts in 30 minutes.

I'm sharing the full playbook — steal this ↓

Comment 'CALLS' and it will arrive in your inbox.

Here's what's inside:

> The 2 context documents that stop AI from sounding like a LinkedIn bro (includes exact file structure)

> Weekly automation setup that processes every sales call transcript and spots trending objections

> Prompt template that extracts themes, voice of customer quotes, and competitor mentions

> The PROVE framework I use to draft hooks that actually stop the scroll

> 30 minute editing workflow to ship 3-5 posts every week without fail

Best for founders and early-stage GTM teams who need consistent content but don't have a writer on payroll.

To get this for FREE:

1. Like (so you can find this later)

2. Comment "CALLS"

Repost for priority access

No alternative text description for this image

feeling like your LinkedIn reach is down? It might be

Every founder I’ve talked to the last few months is feeling this frustration - here’s my advice to you after doing this for a while 

> if they zig, zag. Literally all content on LinkedIn is starting to look the same. Experiment and try something new

> don’t shoot for the outlier, stay consistent 

> graphics (unfortunately) work pretty well

> when it doubt, talk about hiring. The algorithm loves it and shows good signal to the community

> stop posting for everyone, go back to the pain points of your customer (ICP)

Like anything it just takes reps. So put in the mf*ing reps



Thanks for more insightful data andreas jonsson

graphical user interface, text, application

194 people have already registered for my FREE workshop this week on replacing marketing tasks with AI agents.

I run Catalyst Content and have built 50+ content engines for B2B teams. My playbook helps founders go from 1-2 pieces per month to 200+ while keeping their voice intact. The output converts because it's rooted in real expertise, not generic AI slop.

My goal is to give you the agent workflow, starter stack, and 90-day plan you can deploy immediately. We'll cover the 5 roles to automate, how to QA for brand safety and hallucinations, and how to tie content touches back to pipeline.

Big thanks to Maven for hosting.

RSVP for Wednesday @ 12pm ET (it's free): https://lnkd.in/gta6Vd7s

Comment below if I'll see you there!

View event: Replace Your Marketing Team with AI Agents

Replace Your Marketing Team with AI Agents

last week i decided to close my laptop and go to Switzerland

it taught me nothing about sales

but it did remind me that the whole point of this "grind" is to go have fun and to live life. Also i did it with my best friends which was pretty rad. 

sometimes you just need to go touch some grass (or snow)

Hiring a bad content agency is WAY easier than people think.

(I wish I'd learned this before watching a founder burn $32K in 4 months.)

You only need 2 questions to ask

1/ "Show me a client who booked meetings from your content."

Not impressions. Not engagement. Meetings.

If they hesitate → red flag. If they pivot to reach metrics → red flag. If they send a case study with real pipeline numbers → keep talking.

2/ "What's your process when a post flops?"

Great agencies have a feedback loop.

They analyze. They iterate. They tell you why.

Bad agencies blame the algorithm and send you another invoice.

I've been running Catalyst for almost 3 years.

The two questions I'd ask before hiring us (or anyone):

→ Can you show me a client who went from content to closed deal? 
→ What happens when the content doesn't work?

If they can't answer both cleanly. 

Run.

Most B2B founders post consistently and get nothing back.

Not because they're lazy — because they're playing it safe.

Here are 21 plays we've tested across B2B clients at Catalyst. Hooks, format, storytelling, distribution. All of it.

Full breakdown in this week's newsletter. 👇

Happy Tuesday! If you're reading this, I hope you've already knocked out some good work this morning and you're ready to fix your LinkedIn strategy. M

Open article: 21 LinkedIn plays that actually move pipeline by Will Leatherman • 6 min read

21 LinkedIn plays that actually move pipeline

Founders debate inbound vs outbound like it's a religious war

but they're just two timelines for the same destination.

[ + ] Inbound takes 6-18 months to compound. 

[ + ] Outbound can show results in 4-12 weeks

The bottleneck for both isn't the channel. It's the foundation that relies on a tight ICP, a positioning that actually differentiates, and a value prop your buyer hasn't already tuned out.

I've watched companies burn through 1,000+ cold email sequences with solid deliverability and get almost nothing back. Not because "outbound doesn't work" but just because the message had no POV.

it's the same thing with content

Founders post for 6 months, build a real following, and still close zero deals off it. At that point its not a distribution problem but a positioning problem.

The channel is almost never the issue.

Built this to show where inbound and outbound diverge, and what they both need to actually work.

I lost a $78K client because I stopped posting for 3 weeks

not because our work was bad. not because results dropped. because I went dark on LinkedIn and the client assumed something was wrong.

here's what happened....

Last fall I was heads-down building Catalyst Content. Sixty-hour weeks. New hires. New systems.

Every morning I'd think "I'll post tomorrow." Tomorrow turned into three weeks.

The client saw my feed go quiet. No posts. No engagement. No presence.

He called me on a Tuesday and said "I need to be honest. When you stopped showing up online, my co-founder asked if you guys were struggling. We decided to move in a different direction."

that was $78K in annual revenue gone. not because of performance. because of perception.

here's what I relearned the hard way

Your content IS your credibility signal. The moment you stop publishing, people start filling in the blank. And they never fill it in favorably.

doesn't matter if you're busy building. the market doesn't see your Slack threads and late nights. they see your LinkedIn.

I post every single day now. Not because I love it. Because I f*cked up once & it cost me a lot.

build the system so you never have to think about it.

p.s. if you're a founder who's "too busy" to post, that's exactly when you need a content engine most. 

DM me & I'll show you how we do it in 2 hours per month of your time.

LinkedIn impressions are up 30% across the board 

Feburary numbers have just been published. 

Tbh they feel a bit low but provide a nice benchmark for what to expect. 

If you’ve lost some motivstion, remember it’s a marathon not a sprint

Post more = more shots on goal = more opportunities to get a client 


as always, thanks andreas jonsson for the unique insights.

After helping 50+ founders automate their content workflows, I finally cracked a repeatable system that cuts newsletter production from 5 hours to 30 minutes.

I'm sharing the full playbook from Victoria Mariscal (Founder at Front Desk) on how she ships weekly newsletters without sounding like a robot. Steal this ↓

Comment "NEWSLETTER" and it will arrive in your inbox.

Here's what you get:

✅ The 3 core documents that teach AI your actual voice (with real examples of what to ban)
✅ Step-by-step Relay.app automation setup using ChatGPT for scraping, Perplexity for research, Claude for writing
✅ Content category framework with filter rules so you stop getting irrelevant trending news
✅ The 30 minute human polish checklist (subject line, intro rewrite, fact checking)
✅ Monthly feedback loop to improve accuracy by comparing AI drafts vs your edits

Best for founders and fractional execs who need to ship weekly newsletters but can't spend half a day writing them.

To get this for FREE:
1. Like (so you can find this later)
2. Comment "NEWSLETTER"

Repost for priority access.

Cold outbound is dying.

Not because the channel is broken. Because buyers changed how they evaluate you before you ever get on a call.

The founders winning outbound in 2026 aren't writing better cold emails. They're warming buyers with content weeks before the first touch.

Old reality: blast 500 cold emails. Hope for 5 replies.

New reality: publish consistently as a founder. Then reach out to people who already know your name.

Here's what that looks like in practice:

1. You publish a sharp POV on a problem your buyer lives with every day
2. Your prospect sees it in their feed. Maybe likes it. Maybe screenshots it
3. Your SDR sends a message two weeks later
4. The reply rate is completely different. The conversation starts warm

I've seen this play out repeatedly. A founder I work with started posting twice a week. Specific takes on problems in his buyer's world. Real opinions, not recycled thought leadership.

Six weeks later, his outbound reply rates jumped. Prospects were referencing his posts on calls. One told him directly: "I felt like I already knew you."

That's the difference between cold & warm. One is an interruption. The other is recognition.

Most founders treat content & outbound as separate motions. They're the same motion. Content is the pre-sell. Outbound is the close.

What's the one take you could publish this week that would make your next prospect say "I already know you" before the first call?

Most LinkedIn posts feel robotic for one reason — and it's not AI.

Every paragraph is the same length. Either a staircase of one-liners that never stops, or giant blocks of text that make your eyes glaze over.

Your ideas aren't the problem. The layout is.

Fix the rhythm and your content instantly feels more human. This week's newsletter shows you exactly how — including a five-step pre-publish checklist that takes two minutes.

Happy Tuesday! If you're reading this, I hope you've had a solid start to your week and you're ready to fix something that's been bugging me for month

Open article: How to fix robotic LinkedIn posts by Will Leatherman • 4 min read

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