Andrea Bosoni

2026 will be the year of authenticity with a comeback of raw and unpolished content like vlogging, real-time updates and personal blogs.

This is the stuff that will work. You don’t need tools, AI, or big budgets. Just something interesting to say.

This is true for people but also for products. Most companies aren’t set up for this. Forward-thinking ones will hire in-house creators great at storytelling.

The best strategy to get attention will be to do things and tell the world about your own unique experience.

If you think that in the future all companies will start to vibe code their own tools instead of using a SaaS you’re disconnected from reality because when a company buys a product what they’re really paying for is the certainty and safety that things will just work without any headaches.

Forget Reddit now AI search tools are starting to love LinkedIn. I saw a study made by Spotlight that shows how basically all the main ones are citing content posted on there 5x times more often than before. Makes sense as it’s tied to real profiles and not anonymous sources.

I wasn’t expecting this. According to Similarweb Threads has now more daily active users than X. Anyone knows if there is an active community of founders and marketers on it? The trend looks on the rise. I guess it’s time to give it another try.

If you’re trying to get your first customers your best bet is to do what I call the 5.1 surround.

It’s pretty simple:

- Pick 1 social media platform: concentrate all of your effort on the single channel where your target audience is most active.
- Keep repeating 5 things: post following a content strategy, engage with related conversations, message your ideal customers, partner with relevant influencers and run laser targeted ads.

People will get that “it’s everywhere” effect that will make you top of mind when they need what your product does.

The founder of an early stage startup is looking to hire a marketing generalist to lead growth.

We were chatting and he was curious to know what I’d ask candidates.

So I gave him a few questions off the top of my head:

1. My product has 2,500 users but 50 paying customers. Any idea about what could be wrong?
2. AI search is a hot topic. Would you be able to explain what query fan-out means?
3. A SaaS has a retention problem. What are 3 things you’d do to reduce churn?
4. I’m running an ad on Instagram that says “learning limited.” How would you fix it?
5. This brand started being more active on social media. Could you tell me how to understand if it’s working?

I told him there’s not necessarily one right answer but it would be really interesting to hear their reasoning.

If they’re able to go through all of them they’re definitely great marketing generalists.

New AI tool: Today we’re releasing Claude Code for marketing.

Me: Skeptical but the launch video has 3M views so let’s take a look at it.

New AI tool: It does a marketer’s work in minutes by browsing, clicking and posting like a human would.

Me: Ahh so what it really does is spam the web with automated comments pretending to be me.

New AI tool: The marketing hire is now optional.

Me: Hahaha no.

At some point while building your product you will get an urge to become better at marketing. It’s very important that you listen to that urge and just get started.

It’s counterintuitive but one of the best marketing strategies is to underpromise and overdeliver. You will likely sacrifice some growth in the short term but all the word of mouth that will come after will more than make up for it. Luckily most people do the opposite.

When you search for “product hunt alternatives” the site that ranks first right below the AI overview is… Product Hunt itself.

There are a lot of benefits to doing something like this for your product. Not only do you drive potential users to your site instead of somewhere else.

You might also get another chance for them to consider what you sell. Unfortunately most founders are too scared by the idea of linking out to competitors.

But if you don’t control the narrative somebody else is going to and it won’t be in your favor!

graphical user interface, text, application, email

Brand & Content Strategy for High-Trust Service Businesses

Most B2B firms are stuck in the same trap:

– Content ignored and ineffective
– Messaging that blends into the noise
– Pipelines that rely on referrals or outbound

It doesn’t have to be this way.

With the right positioning and a strategic content system, you stop chasing attention and start attracting it. Your message cuts through, your brand earns authority, and your pipeline fills with qualified conversations.

That’s where I come in.

I’m a marketing strategist and former CMO. Over the last decade, I’ve:

– Helped multi-million-dollar companies sharpen their positioning and win premium clients.

– Published 100+ articles to an audience of 20,000+, with readers at Google, Stripe, Deloitte, and others.

– Built content systems that generated $100K+ in revenue from scratch without ad spend.


📬 If you’re ready to stop blending in and become the obvious choice in your market, send me a message and let’s talk.

Omara Khaddaj

Most companies are chronically disappointed 
with their marketing results. They assume:

Their strategy is sound and that the issue 
lies in doing more or doing it better. 

So they add channels and increase output.

In reality, the problem is usually upstream.

There is no clear narrative or agreed positioning,
so everything they say sounds like everyone else. 

When you sound like everyone else, 
buyers categorise you as a commodity. 

Response rates fall, attention disappears, 
and budgets get wasted repeatedly.

A few questions to spot the gaps:

– What problem do buyers come to us for?
– How would a non-expert describe us?
– What category do we belong to?
– Who is our product really for?

If you can't answer these consistently, 
your marketing won't create demand.

Marketing Consultant | Building brand and content systems that win clients for B2B and service-based companies.

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