Owl Street Content

Storytelling and thought leadership support for startup founders and VCs

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Reach out: hello@owlstreetcontent.com

Founder + CEO

She's Independent

Investment Member

The Female Founder Collective

The Female Founder Collective is a network of businesses led by women, supporting women. Our mission is to enable and empower female-owned and led businesses to positively impact our communities, both socially and economically.

Member

Datacolor

Increased international awareness of Datacolor solutions across more than five industries and over 10 enterprise products. 

As the company’s first full-time content and social media hire, I built and executed on a comprehensive content strategy to establish Datacolor as a thought leader, build trust with our target audiences, and drive more qualified leads. My cross-channel approach incorporated a company blog, case studies, public relations strategy, paid and organic LinkedIn efforts, email campaigns, sales enablement efforts, and overseeing freelance writing and video and design production.

Head of Content and Communications

WayUp

Collaborated with top employers (Lockheed Martin, IBM, John Deere, Starbucks and others) to plan and write content that attracts early-career job candidates. 

I oversaw the production of all branded content at WayUp, from idea through production, working closely with clients as well as the marketing, product and customer success teams. This included researching, pitching, interviewing, writing and Facebook promotion of each piece of content.

Senior Branded Content Strategist

LaunchSquad

As a member of the agency’s content strategy team, I helped build and lead a wide range of content programs for B2B tech startups and Fortune 500 companies. This included  thought leadership development, executive ghostwriting, technical writing,, pitching and writing contributed articles, event support and B2B social media strategy.

Digital Content Strategist

I worked directly with LaunchSquad's B2B and B2C clients to help shape and share their stories. These clients represented a diverse range of industries, including hair care, payment processing software, and web content management platforms. My work included ghostwriting articles for top-tier publications, overseeing the strategy and execution of client blogs, performing social media and content audits, and analyzing content performance for each of my clients. 

I also contributed to LaunchSquad's internal marketing efforts, leading editorial strategy for the company blog, which saw a 56% increase in reads under my leadership.

Content Producer

NYCGO.com

Pitched, researched and wrote content that attracted visitors to New York City. I pitched, wrote and edited content including newsletters, guides and event round-ups. I also assisted with writing and copy editing for the organizations B2B print publications targeted towards travel trade professionals.

Web Editorial Assistant | Freelance Writer

Time Out New York

As a member of a five-person editorial team, I worked with public relations contacts at museums, stores, performance spaces and restaurants to compile and draft 150 to 200 events for our magazine's monthly print calendar. I was also responsible for the writing and InDesign formatting of front-of-book, back-of-book and multiple-page magazine features each month. 

I appeared live on NBC's New York City station for a recurring segment on family-friendly events in NYC, conducted celebrity interviews and interviewed and helped select interns. 

Finally, I built two HTML-based weekly newsletters, oversaw Time Out New York Kids' Twitter and Facebook accounts and formatted web images in Photoshop.

Editorial Assistant, Time Out New York Kids

"Alyssa helped me with strategic story development for my startup. She’s a magician. She’s an investigative journalist. She’s beyond brilliant at what she does. She was able to take such a complex and multi-faceted concept and make it so clear without compromising the vision. She was able to guide me through thought processes and discovery at every point that I needed it. I would 110% work with Alyssa again." – Stephanie Barchetti, Founder + CEO at Innermore Health

Reasons my clients have reached out: 

“I’m prepping for a fundraise and need to tell my story and my company's story in a clear, compelling and memorable way".

“I know there’s more I could do as a founder to show customers why they need to work with my company.”

“I need to make a key hire, but the candidates who’ve applied so far aren’t the right fit for our mission and vision.”

“I want to get invited onto podcasts and interviewed for articles in key publications to expand our company’s reach.”

“I need to build the right relationships to support company growth."

"I have so many ideas and opinions I want to share, but I just don't have the time to write them."

If you've been thinking about tapping into storytelling or thought leadership support, don't be a stranger! 

Reach out and we'll have a fun conversation about what you're building:
owlstreetcontent.com/contact/
hello@owlstreetcontent.com

9,000 of you. Wow.

The thought of even having half of you in one room, waiting to hear my takes on how to use your email marketing as a force for good can easily drive me into a full-blown meltdown.

Celebrating milestones like these seemed pointless to me up until fairly recently. 

But when I think of the excellent people I met here, and the meaningful conversations I've had with so many individuals here, celebrating this milestone today feels significant.

If you want to support me further, here are 2 cool ways for you to do so:

1. Sign up for my email list. All the actual good, helpful content has moved there and is shared there first (Linkedin isn't my owned platform, in case anyone forgot that!). I'll share the link to join it in the first comment.

2. Know any cool B Corps people that I must know too? I'd really appreciate an intro!

Thank you, each and every one of you, for being a part of my journey. I don't take any of you for granted!

Alyssa Greenfield

The goal of thought leadership is NOT… 

❌  For everyone to like you
❌  For everyone to trust you
❌  For everyone to follow you
❌  For everyone to feel seen by you
❌  For everyone to be inspired by you
❌  For everyone to learn something from you

The goal of thought leadership is…

🌟 For the RIGHT people to like you
🌟 For the RIGHT people to trust you
🌟 For the RIGHT people to follow you
🌟 For the RIGHT people to feel seen by you
🌟 For the RIGHT people to be inspired by you
🌟 For the RIGHT people to learn something from you

Sometimes you have brilliant ideas for LinkedIn content. 

Sometimes you only have the brain capacity to post a photo of your 20-pound cat napping in a basket (or in my daughter's words, "swirled up into tiny").

Permission to post the latter sometimes.

Today is picture day at daycare 📷

Tomorrow is my daughter’s fourth birthday 🎂

She picked out her Rapunzel dress for picture day
(though we ultimately settled on something that was a bit easier to play in)

She picked out a Spiderman balloon for her birthday

Her interests range from trucks to jewelry. She’ll wear her Halloween pajamas to bed in March

If I ever asked her to pick just one favorite thing, she’d probably shrug her shoulders and continue playing

And yet, it’s clear she knows exactly who she is and what she likes

So let this be a reminder to all of us as we share things on LinkedIn:
You can have a niche
You can have a strategy
You can have content pillars

But don’t lose the YOU in the things you share. That's the fun part!

If you're an investor, a startup founder or a VC or startup marketer, this post is for you. 

If you could get unstuck with your thought leadership efforts in five minutes a week, would you do it?

For those of you reading this and thinking "yes! I DO need to get thoughtful about thought leadership," I send out a weekly email that’s written just for you.

It's full of the stuff I tell my clients on a regular basis that's helped them: 

🎉 Acquire new customers
🎉 Build critical business relationships
🎉 Secure press coverage
🎉Get key speaking engagements
🎉Attract top job candidates

Now I’m sharing it with you. 

Join the list at https://lnkd.in/gt3XBUQS

We had a house guest this weekend. He didn’t talk the entire time.

But when we reflected on his visit Sunday night, there was so much to say. 

🐧 Pip joined Ayla for a playdate with her neighbors
🐧 Pip spent the day at Grandma’s house
🐧 Pip hung out under Ayla’s arm while she ate popcorn
🐧 Pip sat at a diner while Ayla ate pancakes for dinner (with strawberries and whipped cream)

Pip is my daughter’s classroom penguin. Each weekend, someone gets to take him home.

When she saw his drawstring bag in her cubby on Friday, she was positively giddy.

She called Pip “delightful” and we spent the car ride home talking about all the adventures we’d take him on over the next couple of days.

Pip went back to school today and Ayla gets to tell her class about everything they did together.

He’s a stuffed penguin. Any kid could take a stuffed penguin on a playdate or eat a snack with the penguin under their arm.

But I know when it comes time to share with her class, my daughter will put her own spin on the weekend.

She’ll look at ordinary moments and see so much more.

Which, coincidentally, is also a great way to take the pressure off of doing this whole “thought leadership” thing. You don’t have to go on spectacular adventures or have the most unique experiences in the world to show up and share.

Everyday things can spark stories that are so worth telling if you spend a little time reflecting. And so often, it’s seeing those everyday things from your perspective that makes the biggest impact. It makes other people feel seen and understood in a way that one-of-a-kind experiences can’t. It invites them to share stories about their own weekends, too.

Don't wait to experience something extraordinary before you post. The ordinary things are often perfectly delightful. 

Sincerely, someone who just just wrote an entire LinkedIn post about a stuffed classroom penguin.

I have the opposite problem as most of my clients.

They often feel comfortable with education and case studies and shy away from sharing their personal stories.

I secretly wish I could sit around all day sharing random personal stories and tying them into thought leadership.

(No joke, I have pages and pages of stories where I swear there’s a relevant lesson hiding in there somewhere)

I have lots of advice and client case studies to share. I just majorly resist sharing them. What can I say? I’d rather do the work than write about it.

But as a friend put it this week, I’d made it easy for people to LIKE me. Now I needed to focus on getting my ideal clients to TRUST that I know my stuff.

… instead of reserving all of the “I know my stuff” stuff for my clients.

The reality is, you need all of it. The personal stories mixed with the education and case studies.

You need to give people a chance to know and like YOU. And you also need to give them a chance to realize how absolutely qualified you are to do the work you do.

As for me? Well, I'm gonna try taking my own advice on this matter.

This time last year, I made the same mistake with two different thought leadership clients. 

They were both pre-seed startup founders. Brilliant people with strong visions.

But neither worked out long-term.

Because I didn’t make sure they were READY to commit to the process of becoming a thought leader.

It’s not a big commitment, but in my experience it does require:

⏲️ At least an hour a month for interview time so a ghostwriter can uncover fresh ideas to write about

❓ Willingness to answer the tough questions. Your answers don’t need to be perfect. But you do need to be comfortable sharing

💬 Feedback — especially in the early days as a ghostwriter adapts to your voice and style

🤝 Collaboration. My most successful clients treat me like a thought partner, not just a writer. They share rough ideas and lean on me to help them polish those ideas into ready-to-share content

Think you're ready to become a thought leader? I created a worksheet for VCs and startup founders to vet your thought leadership "readiness". Leave a comment or send me a message and I'll share it with you!

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