Thursday, October 10

I’ve talked to 10+ founders in the last month, and a common misconception I see circulating is that content is a substitute for ads or cold emails. 

But here's the thing.

It's not.

Content gives you longevity.

Sure, you can blast out cold emails.

You can run ads all day.

But the second you stop paying, everything stops.

No more leads.

No more traction.

With content, it's different.

You build something that keeps working for you.

Day and night.

Week after week.

If you build a brand with content—and I’m not even going to get into platform nuances—you build that "know, like, and trust" factor.

Whether it's YouTube, Twitter—now X—or any other platform, the principle is the same.

Let me share a story.

A brand I've worked with for two years said this to me:

"These guys hop on calls and tell me they've seen me on YouTube, they've seen me on X, and sales calls are smooth."

The ROI is unmatched.

That's the power of consistent content.

So, it’s not a zero-sum game, and that’s why I say your personal brand is worth more than the short-term leads you’ll get—especially if you build it right. It’s a long-term game.

So why does this matter?*

Because content isn't a short-term play.

It's a long-term investment in your brand.

It's about building relationships, not just making sales.

What most people don’t realize is that social media is, at its core, a social platform. You have to be social.

If Steven Bartlett can reply to all his messages on LinkedIn, Instagram, and Twitter, so can you—and you need to be doing it.

That’s the biggest differentiator among all my clients.

The ones that 10X’ed their revenue on socials.

They’re the ones who actually got involved on the platform and built relationships.

For most entrepreneurs, they know that relationships offer the highest ROI.

The right people can speed you up 10x, 20x, 30x faster than you could go on your own.

The lone wolf mentality is dead.

Social media puts you effectively at the forefront of the tribe, and the tribal leaders will help you get where you want to go.

Content is not a replacement for ads or cold email.

If you just want leads, then sure, go ahead and do that.

But if you want to build longevity and are serious about building a brand, get on social media, YouTube, whatever and start creating.

Ephraim

Ephraim

Founder of TLGhost

How I can help:

📣 Partner with me to build your personal brand here