Distinctiva Strategies

We build content growth flywheels that works like a 24/7 sales team.

What we do:

- Create killer content strategies across LinkedIn, Newsletters, YouTube & more
- Handle everything from writing to design to animation
- Build lead magnets that actually convert your audience into customers
- Craft content that feels like YOU (but we do all the heavy lifting)

Our no-BS approach:

- We dig into what makes your brand special and where the opportunities are
- We build a content strategy that actually makes sense for YOUR business
- We handle the execution so you can focus on what you do best

I personally oversee every client's strategy (we only take on a handful each quarter) because quality > becoming a sad depressed scammer millionaire every single time.

Want content that builds your brand AND brings in business? Let's chat :)

Founder & Content Marketing Strategist

The Workflow

You need to make marketing work. Whether you're a full-time marketer, a founder doing it yourself, or someone juggling five roles to drive growth.

And you're so over the FOMO-fueled noise on LinkedIn telling you to “automate everything” or “master AI before it replaces you.”

You don’t need hype. You need workflows that actually work — with context, clear goals, and real outcomes. Not another recycled template or tool stack designed to go viral.

You want to know how top marketers and operators are really using AI and automation:
When it accelerates results. When it breaks, and when doing it manually is still the smartest move.

You're also wondering:
Which tools are worth your time?

Do they actually solve different problems, or are they all just variations of the same thing with new branding?

We give you the answers straight from the field. No fluff. Just battle-tested workflows, broken down step by step.

👀

Backlinko

Content Marketing Strategist 

HeyReach.io

Content Marketing Strategist

Semrush

Brand Partner & Content Marketing strategist

Brand Partner

Contact Studios

Partner

Built from scratch the inbound marketing and content strategy, outbound sequences, and partnership/ affiliate programs.

Demand Gen & Growth Marketing Manager

Search Atlas

TopicRanker.com

Distribute

Content Marketing Strategic Advisor

Create Content that Sells | Content Strategist & Demand Gen Marketer @contactstudios → SEO, Content and Video for Online Businesses

"Content is like a sales team that never sleeps."

Content changed my business' trajectory and my life.

It's helping many of my clients grow theirs.

I firmly believe it's one of the best things you can do for your growth.

Content never gets sick, takes a vacation, or shows up late. Content is always on message. Content can close sales with multiple customers at once.

It's how you build trust and a reputation in your industry at scale. 


At Distinctiva we help you build your content strategy from the ground up.

With content & creative strategies, copywriting/ghostwriting, design and video editing/animation. You have the whole package to grow on platforms like LinkedIn, Newsletters and YouTube.

We create across all formats - from videos, carousels, one-pagers to high-converting lead magnets that turn audience into customers

The results?

We've gotten clients from unknown to 10K in just 3 months. Some are getting closer to 60k (more than I have). Millions of impressions. Hundreds of podcast invitations. Even ranking posts in Google Search.

Best part?

Their content is one of the main sources of revenue. One attributes 80% of their leads to LinkedIn Organic. Another can attribute LinkedIn as their top-performing referral traffic (3x'd their website traffic!)


I only accept a limited amount of clients a quarter. And make sure I'm behind your strategy always. 

I don’t believe in massive hiring and scaling because I prioritize lean, focused teams that drive impactful results.


And if you're looking to grow on any other platform feel free to book a discovery call with me and I'll help guide you to the best service providers :)

I went to Colombia TechWeek this Wednesday. 

And a panelist dropped this truth bomb: Everyone got obsessed with building software, but we forgot to actually solve real problems.

There's incredible tech everywhere just sitting unused because people focused on "building something cool" instead of "fixing something broken."

But here's what made me proud to be Colombian:
We're doing things that even developed countries can't do. 

We're the ONLY country that completely strips down old “useless” metro trains that are brought to us from Europe and rebuilds them from scratch.

Our engineers don't just fix things - they recreate them better than the original.

Yet somehow many brilliant minds believe the only way to success is to "learn to code" 

Here's what clicked for me at the event:

➝ Stop underestimating what you already know:

The founder of Somos told us he meets the smartest people in Colombia every day, and he has to REMIND THEM they're the smartest people he's met.

➝ Don't be scared to contradict yourself:

This is what kills legacy companies - they're too afraid to change direction when they discover something better. 

➝ Maybe you don't need to think outside the box:

Sometimes the best opportunities are the problems sitting right in front of you. Somos Internet literally just fixed an internet router and built a business around it.


The real opportunity? 

Might be a mix between Hardware + Software integration.


If we can remanufacture trains, why aren't we building planes and competing with South Korea instead of just trying to keep up with Mexico?

Colombia has industrial capabilities that could change everything if we stopped limiting ourselves to "learn to code" and started thinking "how do we fix the things that aren’t working today?"

Great panel!

Thanks to Forrest Heath Packy McCormick Daniel Vásquez and Andrés Acevedo :)

Diandra Escobar

Building content machines | Founder, Distinctiva.io - Organic Content Production House | Content Strategist | Speaker

🎉 Adding a new role to my agenda *screamss!! ... Co-founder of a newsletter that solves the problem we couldn't find anyone else fixing.

The problem? Sara Stella Lattanzio  and I were both building AI workflows in our businesses.

Quietly. Effectively. Getting real results.

But every time we looked for content to learn from or share with our teams, we found the same garbage:

- Theoretical frameworks from people who've never run ops

- "Replace everyone with AI" clickbait

- Overnight experts selling courses on yesterday's tools

We wanted practical workflows from real operators.

Since we couldn't find it, we built it.

Introducing The Workflow:

✓ Real workflows from people actually using them
✓ Honest breakdowns of what works (and fails)
✓ Zero hype, maximum implementation


Ready to see what's actually working?

Read us here: theworkflow.digital


I’m sooooo proud of this. 

I really hope y’all enjoy it. 💙

No alternative text description for this image

Getting fired from my friend's agency two years ago was a blessing in disguise.

It forced me to start my own content agency from scratch. No network in Medellín, Colombia, no tech scene, just LinkedIn and determination.

Fast forward 12 months: Six-figure income, speaking at international conferences, worked with 20+ clients across industries.

Running a content agency has taught me more about copywriting, marketing and growth than any course ever could.

When you're building content systems for different clients across industries, you see patterns fast.

Here's what I’ve learned:

→ Your audience doesn't care about your features:

You have to think about your audience. Not you. 
Your audience cares about what changes for them. 

So stop listing what you do and start explaining what their life looks like after working with you.

→ The best copy sounds like a conversation:

If you wouldn't say it to someone at coffee, don't write it. 
Corporate AI speaking kills your authenticity every time.

→ Show, don't just tell:

Anyone can say they get results. 
Show specific examples, share real numbers, give concrete proof. 

Your audience is tired of empty promises and clickbait hooks that don't deliver. Be the person who actually backs up what they claim.

→ Your personality is your differentiator:

In a world of AI-generated content, being authentically YOU is your only real moat.

→ It isn't about reposting everything everywhere:

Most people post randomly and hope something sticks. We build content systems that compound.

Your client calls become case studies. Those case studies become LinkedIn posts. Your best LinkedIn posts become newsletter content...

When you have this system, you stop scrambling for ideas every week. That's the difference between posting content and having a content strategy.

→ Your story IS your positioning strategy:

Before you create a single post, figure out where you sit in your market. What's your unique angle that no one else is talking about?

Your positioning isn't what YOU think you do. It's what your audience believes you're the best at compared to everyone else.

Figure that out first, then let every piece of content reinforce that position.

And the biggest pattern I see?
People trying to sound like everyone else in their industry instead of sounding like themselves.

Your voice is your competitive advantage. Use it.

If you're a LinkedIn lurker, this is for you.

LinkedIn is where your entire business ecosystem lives. Your customers, your team, your competitors they're all here. And right now, you have direct access to everyone who matters in your business.

Especially if you're a CEO or executive.

You're in charge of making decisions and building your brand narrative. You obsess over your brand message, fine-tune your positioning, and perfect your go-to-market strategy.

But then you let everyone else control the narrative about your company.

Think about it:
- Your ideal customers are scrolling during coffee breaks
- Your team is checking updates between meetings
- Your competitors are watching every single move

And you're silent.

You want people to know exactly what you offer, why you're different, and why you're the obvious choice.

But instead of controlling that message yourself as the person who knows it best you're hoping someone else gets it right.

LinkedIn isn't just another social platform.

It's direct access to everyone who matters in your business.
So why are you giving up control?

Take 10 minutes a day. Share your perspective.
Own your narrative.

3 days at a finca (country home) with the Distinctiva Strategies crew in Colombia.

We worked, meditated together, ate healthy food, and hit the pool between strategy calls.

Most people think team retreats are about grinding harder in a different location. 

For me, it's about creating space for the people who make this company what it is to actually breathe while building something meaningful.

I don't believe in massive hiring and scaling,
for the sake of feeling like a huge business owner. 

Never have. 

I choose my team carefully because everyone who's here understands what Distinctiva really is. 

They get that we can work late when a client needs us, but they also know they can disappear for a doctor's appointment or personal stuff during the day. 

Life happens during business hours.

The people on this team? 
They're here because their values align with ours. 

They understand that premium work comes from humans who feel human, not productivity machines running on caffeine and stress. 

They can deliver exceptional results AND have a life outside of work.

Something I haven’t shared on here is my obsession with longevity and health. 
Good sleep, real food, movement, stress management. 

If I care about these things for myself, why wouldn't I want the same for the people building this with me?

That's why there was time for the pool between work sessions.
That's why we had fresh, healthy meals during our retreat. 
That's why we meditated together as a team. 

The strongest work comes from humans who feel supported, not just utilized.
The best content strategies come from teams that aren't burned out. 
The most creative solutions happen when people have space to think. 

I only accept a limited number of clients each quarter for the same reason I keep my team lean and focused - quality over everything. 

The same principle applies to the people I choose to work with every day.

So grateful for this crew and what we're building together. 💚

When you find people who understand your vision and can execute at the highest level while maintaining their humanity, you protect that at all costs.

Most people think creativity is like having green eyes...
You’re either born with it or you’re not.

After studying how minds work (human and AI)
I discovered creativity is actually something much simpler: 

A learnable system.

For years, I told myself “I’m just not that creative.” 

I watched others come up with brilliant ideas and assumed they had some magic I lacked.

But creativity isn’t just magic.
It’s pattern recognition + knowledge combination + strategic pruning.

Your brain is like a knowledge tree.

Every book you read, conversation you have, experience you live through - it all becomes branches on this tree.

The more you learn → the more branches grow.
The more branches → the more connection points.
The more connections → the more creative possibilities.

Creative ideas don’t come from thin air. 
They come from your existing branches connecting in new ways.

Think about it:
Netflix = DVD rentals + internet streaming
Uber = taxis + smartphone apps
AirPods = headphones - wires + wireless tech

All combinations of existing knowledge.

The secret isn’t necessarily having the “creativity gene.”

It’s:
→ Growing more branches (consuming diverse knowledge)
→ Making new connections (combining ideas from different domains)
→ Pruning ruthlessly (keeping what works, cutting what doesn’t)

I used to think creative people were just “different.”
Now I realize they just have better systems.
And systems can be learned.

Having the right LinkedIn strategy helped me build a six-figure income.
One client even attributes 80% of their leads to LinkedIn organic content.

But here's what I learned after

We naturally gravity towards virality. 
And well that’s okay BUT It shouldn’t be the only thing you focus on. 

Don’t try to win the feed page. 
Try to win trust.

And how do you do that?
Positioning❗️

Your point of view isn't just content strategy. 
It's how you separate signal from noise in a feed drowning in sameness. 

When everyone's saying the same thing, your edge becomes your greatest asset.

The Point of View Sprint we run with clients isn't about finding what sounds good. 

It's about extracting what makes you impossible to ignore when decision-makers scroll past 50 other experts. 

Because most people are posting for their peers, but peers don't pay you. 
Your content needs to speak directly to decision-makers.
The people who actually sign the checks.

Your best content already exists when you explain your work.
We turn client conversations into weeks worth of posts because content is like a sales team that never sleeps.

Remember: awareness gets you seen, trust gets you paid.

P.S This is just a part of a video I recorded for HeyReach.io youtube. 
Go and check it out!  

Search: “HeyReach The Best LinkedIn Growth Strategy in 2025”

30 days into working together. 

And we just hit 654K impressions, 5K likes, 450+ new followers, a high-value lead re-engaged, and organic mentions. All from one post in 48 hours.

This didn't happen overnight.

The reality? 30 days of strategic groundwork behind the scenes:
Week 1-2: Understanding his voice and market
Week 3-4: Building consistency and authority
Week 4: The right insight at the right moment

Most people see results like this and think it's luck. 
But it took weeks of positioning him correctly, understanding his audience, and building the foundation.

The viral post tho?
It wasn't some complex strategy or fancy framework
He just said what everyone was thinking.

But here's what made the difference:

1. Backed it up with proof:

Instead of vague complaints about an industry problem, he showed specific examples everyone could recognize. 

Real patterns people were seeing but hadn't seen painted in this specific picture.

2. Added his personality and a little humor:

We studied his natural voice. 
And made sure it came across all content we put out. 

That authenticity made people want to engage, not just scroll past.

Sometimes it takes 30 days, sometimes 6 months, and sometimes years.
But when the foundation is right and the moment is right - this is what happens.

This is exactly why strategic planning matters. 

Figure out your message, know your audience, find your voice. 
But don't overthink it to the point where you never post.

The reality? Some posts will perform well, others won't. 
Some might go viral, most won't. 
And that's fine - viral was never the goal anyway.

The goal is consistency and quality. 

Every post should sound like you. 
Every post should add value. 
Every post should serve your audience.

Results like this don't happen every month. 
Most weeks are steady growth, building relationships, and showing up consistently. 

But when you've built the right foundation and the right moment comes - this is the potential.

So focus on the process, not the viral moments. 

The compound effect of good content is what actually builds businesses.

LinkedIn post analytics showing 5,010 reactions, 623 comments, and 196 reposts. The post has 654,922 impressions, with visible options to like, comment, repost, send, and view analytics.

I used to brag about how little I slept. Now I brag about how good I feel.

I haven't built a multimillion-dollar company, but I have burned out. 

And that taught me something crucial:
Destroying your body doesn't equal success.

This is hard for me to admit as someone who's been a "hustle girl" my whole life. The "sleep is for the dead" type who partied and worked through everything.

𝘎𝘰𝘪𝘯𝘨 𝘢 𝘭𝘪𝘵𝘵𝘭𝘦 𝘰𝘧𝘧-𝘵𝘰𝘱𝘪𝘤 𝘧𝘳𝘰𝘮 𝘮𝘺 𝘶𝘴𝘶𝘢𝘭 𝘱𝘰𝘴𝘵𝘴 𝘵𝘰𝘥𝘢𝘺. 
𝘉𝘦𝘤𝘢𝘶𝘴𝘦 𝘵𝘩𝘪𝘴 𝘪𝘴 𝘢 𝘴𝘪𝘥𝘦 𝘰𝘧 𝘮𝘦 𝘵𝘩𝘢𝘵 𝘐’𝘮 𝘷𝘦𝘳𝘺 𝘱𝘢𝘴𝘴𝘪𝘰𝘯𝘢𝘵𝘦 𝘢𝘣𝘰𝘶𝘵 𝘢𝘯𝘥 𝘥𝘰𝘯’𝘵 𝘳𝘦𝘢𝘭𝘭𝘺 𝘴𝘩𝘢𝘳𝘦.

But here's what I've learned: Don't destroy your body.

Grinding on no sleep doesn't guarantee success. 
It's like we're competing for who has the worst health, and that's backwards.

I keep hearing successful people say, "But the company wouldn't exist if we slept more or been healthier."

Are you sure about that?
Maybe in those 12-hour work days, 5 hours were lost because you weren't performing at your best. 

Maybe if you slept and ate properly, you'd accomplish the same things more efficiently.

So ask yourself: What's really worth more?

→ A business you built while feeling terrible the entire time—only to enjoy it when your body's already breaking down?

→ Or a business you built slowly, intentionally, with energy, health, and joy baked into the process?

The choice is yours:

Sleep earlier
Move your body
Aim for 80%+ sleep scores
Check in with your nervous system
Eat like you care about your future self

Because longevity isn't just about living longer.

It's about enjoying what you've built while you're here.

Does anyone remember 2018-2020 LinkedIn?

You could slap a lot of text on any random photo and viral post.

LinkedIn has evolved massively over the years.
And honestly? That evolution taught us what actually drives results.

The creators getting real business results today aren't just chasing vanity metrics. 

They figured out how to create content that builds genuine relationships and drives opportunities.

Because yes vanity metrics do also matter. But it’s a balance game. 

Here's what gets better results in 2025:

Create content people actually remember:

➝ Always lead with clear value in your first 3 lines. 
➝ Use AI to brainstorm, but keep your unique perspective front and center. 
➝ Write down ideas immediately when they hit - your best content comes from real moments.

Build relationships, not just followers:

➝ Share your work experiences in ways that help others solve similar problems. 
➝ Reply to every comment on your posts and engage meaningfully. 
➝ When you comment on others' content, add genuine insights - not generic praise.

Turn visibility into actual business:

➝ Create lead magnets that solve real problems your audience faces. 
➝ Use comments and DMs to start deeper conversations. 
➝ Make it crystal clear how people can work with you without being salesy.

The shift isn't about the platform - it's about strategy.

The people winning now understand that sustainable growth comes from being consistent with quality content, not just posting more frequently.

Your content is competing for attention.
So make it worth their time.

LinkedIn Growth Sheet 2025 infographic with practical tips for content. Covers:

Content creation: focus on value, strong hooks, use AI as support not replacement, capture ideas.

Authenticity: share real experiences, use your own voice, don’t just copy others.

Business growth: create lead magnets, share testimonials, make it easy to work with you, start genuine convos.

Consistency: post regularly without sacrificing quality, reply to comments, engage with others, avoid AI-written fluff, repost and repurpose content. Created by Diandra Escobar.

When did "I fired my entire marketing team and replaced them with AI" become a flex?

I love AI. It actually revolutionized my workflow.

But somewhere between "this could be useful" and "let me automate my entire business strategy," we lost the plot.

The problem isn't the technology - it's that everyone's treating AI like a magic wand instead of what it actually is: a really powerful tool that still needs a human brain behind it.

I'm seeing: 
→ "Workflows" that take longer to set up than doing the work manually 
→ People automating processes they never understood in the first place
→ "If you're not using AI, you're already behind" narrative

And here's what I see the most (and what nerves me the most):
People post about their "AI breakthrough" but don’t show the actual work.

That's why I'm launching something different…

I've been working with someone pretty brilliant on a project that cuts through all this noise.

We're building something for people who want the REAL workflows - the ones that actually work and make business sense.

Dropping Thursday! This is going to be good 👀

Drop a comment if you wanna know what I’m working on.
And I’ll personally DM you.

AI Is a Tool, Not a Team Replacement.

I'm so freaking excited to drop what we've been building!!

If you feel like you're "failing" at AI, you're not alone.

Most people feel left behind because they're not getting the same results as the creators they're following.

After seeing this with so many people, here's the pattern:

Someone sees a founder post about how they "automated" their entire content workflow and saved 20 hours a week.

So they try to build the same system. 
It breaks after three days and barely works.

They think: "Everyone else has this figured out except me."

You know what I realized though?
That founder spent 4 months testing different tools and prompts.

They built their system around their specific business model, their team structure, their content style.

Their audience expects certain things from them.

You've been trying AI tools for maybe a few weeks.
Your business has different needs.
Your workflow is completely different.


The comparison trap looks like this:

➝ Seeing someone's automation get perfect results, so you try to copy it exactly

➝ Watching a CEO share their "simple 3-step process" that feels impossible when you try it

➝ Following someone's prompt templates that work for them but sound robotic in your voice

You're not behind. 
Everyone's just showing you the highlight reel.
NOT the reality.


Which is why tomorrow's announcement is going to be different. 😌

Me and the amazing Sara Stella Lattanzio built something that shows you the real process - not just the shiny end result.

No FOMO-inducing promises.
No "this changed my life" nonsense.
Just actual workflows from people who've done the work.


Comment below if you want to see it when we drop it tomorrow. 👇🏼


Finally, something for those of us who are tired of feeling like we're missing out on some AI secret everyone else knows...

Hands holding a laptop with a loading screen that says ‘loading…’, symbolizing anticipation for tomorrow’s Workflow AI announcement.

We're deep in issue #3 of The Workflow. 

And our guest had the perfect reaction.

"How do ya'll describe my business better than I do."

That's the thing about real operators. They're so deep in the work they can't always see their own genius from the outside.

This workflow isn't some fancy wannabe AI setup. 
It's practical, tested, and actually works in their business every day.

Most people are automating the wrong things. 

They're trying to replace decisions instead of eliminating the boring stuff that drains their energy.

When you have systems handling your repetitive tasks, you actually get your brain back for the work that matters. 

Strategy. Creativity. Problem-solving. 
The stuff only you can do.

That's why we're bringing different guests with completely different approaches. 

What works for a SaaS founder won't work for an agency owner. 
What scales a consulting business might kill a product company.

There's no one-size-fits-all workflow.
But there are patterns in how successful operators think about automation.

No hype, no "this changed my life" nonsense. 
Just honest breakdowns from people doing the real work.

This is what me and Sara built The Workflow for.

Read us here: https://lnkd.in/e9JTQkht

Screenshot of two comments. The first, from a user at 8:13 PM on August 27, says: “How do ya’ll describe my business better than I do. I’m stealing this.” The second, from The Workflow at 4:35 PM on August 28, says: “This newsletter is about business therapy in reality.

There is someone on your sales team that never sleeps...

Your content.

Content changed my business' trajectory and my life.

It's one of the best investments you can make for growth.

Content always looks good and reflects well on you and your brand.
Content never gets sick, takes a vacation, or shows up late.
Content can close sales with multiple customers at once.
Content will work forever for a one-time investment.
Content is always on message.

But here's the thing:

Content only works this way when it's strategically aligned with your ideal customer.

And that takes a lot more intention than just "show the boss we're doing marketing" or "grow followers."

You're competing with Mr. Beast for attention, but more importantly, you're competing for trust in a marketplace flooded with noise.

People connect with people who care...and content that demonstrates you actually understand their world.

So invest well in that team member.

Give it enough of your energy, time and equip it with the right research.
Make sure it embodies the voice and tone that resonates with your audience.
Tailor it to address their pain points and questions.
Build it like you're building trust and a reputation at scale.

Because that's exactly what good content does.

It builds trust with your audience before they ever talk to you.

It's how you scale yourself without being in 47 places at once.

Just like you would with any of your other top sellers, give your content the strategy, resources, and attention it deserves.

The companies that get this right?

Their content becomes one of their main sources of revenue.

Just like their best sales reps. ;)

We're shifting from 'capturing demand' to 'creating preference' 
And here's why that changes everything:

AI will handle the technical stuff, but it can't make people trust YOU specifically.

When someone searches "content marketing agency," what makes them pick one over another?

It's not SEO anymore. 
It's whether they've heard of you, trust your expertise, and feel like you're the right fit.

The new game isn't about being found when someone's ready to buy.

It's about becoming the person they think of when they first realize they have a problem.

Companies are racing to get better AI tools, but the real opportunity is building what AI can't replicate: genuine human connection.

Think about it:
- Keywords and rankings
- Paid ads
- Showing up when someone's actively shopping

That's all commodity marketing now.
Preference-building is different.

You're shaping the choice before the search even starts.

And where is this playing out most?
LinkedIn.

It's become the new trade show floor where decision-makers actually hang out and have conversations.

Yet so many executives are missing from these conversations entirely.

AI will capture demand. Humans will create preference.

Sometimes I catch myself slipping into old habits without thinking.

Not because they’re working but because they feel comfortable, look polished, or sound smart.

You know what I mean?

• It’s familiar? Must be effective.
• We’ve always done it that way? Probably the right move.
• Looks productive on paper? Great strategy. 

That’s the Halo Effect our brains filling in the blanks with ✨vibes✨ instead of facts.

I’ve looked at a post that performed well and told myself,
“Yep, crushing it.”

Even if it didn’t lead to results.
Even if it was just a good guess that landed.

I’ve let compliments trick me into thinking something was working.
I’ve gotten attached to ideas because they sounded smart even when they weren’t.

Our minds love easy answers. Clean narratives. First impressions.

But most of the time?
We’re operating on assumptions, not reality.

So now learned to pause.

And ask:
- Is this real, or just familiar?
- Do I know this, or do I just *feel* like I do?
- Am I being intentional, or just impressed?

I still get it wrong.
But I get curious faster.

Because being good at what we do doesn’t mean knowing everything, it means questioning what we think we know.

Especially when it feels too easy to believe.

The hard part about content isn’t execution.

It’s accepting that there’s no finish line.

Every time you think you’ve “figured it out,” the ground shifts:
- Platforms fragment and evolve.
- Audience behavior reshapes overnight.
- The rules of distribution flip without warning.

That’s why most of us struggle, we treat content like a code to be cracked. A formula. A funnel.

But the funnel is "dead". Discovery doesn’t follow a straight line anymore.

What works for one person won’t work for another, and no two paths look the same.

One person might find you through a podcast clip, then a LinkedIn post, then a friend’s recommendation.

Another might see a YouTube video first, ignore you for months, and then come back after a tweet goes viral.

There’s no universal path, only scattered, personal touchpoints.

That’s why content isn’t linear. It’s alive.
The real game is adaptability.

Not just changing tactics, but re-thinking the system itself:
- How do you integrate AI in a way that scales, but doesn’t dilute?
- How do you personalize in a way that feels human, not invasive?
- How do you build across channels so discovery feels natural, not forced?

Content isn’t about cracking a formula.

It’s about practicing change, every single day.

Zapier's Director of Content & Corporate Marketing Lane Scott Jones calculated 454% ROI on their content marketing. 

When they presented these numbers, leadership's response was: "Tell me why I shouldn't give you advertising's entire budget right now?"

They weren't measuring what most teams measure.

They created "Return on Content Spend" 
Treating content like advertising with real investment vs return calculations. 

Instead of tracking page views and social shares.

They measured actual revenue from people who signed up after reading their blog.

They started asking "How much revenue did our content drive this quarter?"

Here's how it worked: 

Lane's team tracked the full journey.
From blog reader to paying customer. 

They calculated 3-year customer lifetime value for everyone whose last touch before signing up was reading content. 

The results were eye-opening. 

Their blog was driving 70% of all organic search visits.
Nearly a quarter of their activations, and almost half of their upgrades.

This is exactly why moving from vanity metrics to revenue metrics is the real business impact.

Most teams get stuck in the first stage, celebrating likes and page views.
 
Smart teams like Zapier evolve to track actual signups and upgrades. 

The best teams connect it all the way through to prove revenue and customer acquisition.

Look, I get it. Vanity metrics feel good. 
There's dopamine in seeing big numbers. 

And they're not useless.
They can show you're building awareness.

But engagement metrics are like counting how many people walked past your store window. 

Revenue metrics tell you who actually came inside and bought something.

Business impact metrics show you the total value of those customers. 

The goal isn't to ignore vanity metrics completely.
It's to build the full picture that connects awareness to revenue.

When you track what actually drives conversations, everything changes:
→ You create content that solves real problems
→ You can prove ROI to leadership
→ You get budget for better tools and strategies
→ Your content works like a sales team that never sleeps

The question isn't whether your content is popular.
 
It's whether your content pays the bills.

Infographic showing how revenue metrics and vanity metrics overlap to create business impact in content marketing. Smart teams track demo bookings, sales calls, and pricing page visits; most teams track page views, likes, social shares, and impressions. The overlapping circles show that all metrics matter when driving pipeline growth, revenue, and customer acquisition.

SEO fundamentals are still a must, but the game expanded beyond just ranking.

Search went probabilistic, zero-click results are everywhere. (credits to Amanda Natividad for this term) AI gives people answers without them visiting your site. User behavior matters more than keywords now and AI agents tailor information based on how they understand each person.

The traditional approach still has value: write great content, optimize for keywords, build quality links. But that's just the foundation now.

You also need to build authority everywhere your audience is, creating content that builds real authority.

Start with relationships you control - email list, community, direct connections. These are your foundation.

Create content across multiple formats. Videos, posts, podcasts, visuals. AI systems can interpret all of it, which means more ways for people to discover your expertise.

Platform engagement creates behavioral signals that feed back into how algorithms understand your authority. It's all connected.

Good SEO practices get you in the game. Building authority across platforms keeps you there.

You can focus only on traditional SEO, or you can also build a content system that works across everything.

Your authority becomes platform-agnostic.

Infographic showing the evolution from traditional to modern SEO approach. Shows 4 sections: 1) The Problem - lists zero-click results, user embeddings, keywords, AI agents tailor info, and multimodal content required. 2) Traditional vs Modern Approach - compares blog-only content and keyword targeting on left to video, podcasts, and visual content leading to authority recognition on right. 3) The Content Flywheel System - shows expertise flowing to multi-format content, platform engagement, behavioral signals, and more discovery. 4) A pyramid diagram showing content strategy layers from direct relationships at the core to platform-agnostic presence at the top.

Taplio

Diandra Escobar's Linkedin Analytics

What is Diandra talking about?

's Best Posts (last 30 days)

Want to drive more opportunities from LinkedIn?

Taplio

.css-1jgreyo{background-image:linear-gradient(284deg, rgba(39,43,72,1) 0%, rgba(33,47,183,1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}Diandra Escobar's Linkedin Analytics

What is Diandra talking about?

's Best Posts .css-qqfgvy{font-size:var(--chakra-fontSizes-md);}(last 30 days)

Want to drive more opportunities from LinkedIn?

Diandra Escobar's Linkedin Analytics

's Best Posts (last 30 days)