Distinctiva Strategies

Helping brand's create content that sells through the RIGHT digital marketing channels for THEM.

This be LinkedIn, Newsletter, SEO, Twitter...

Through a three-phased approach:

1. The Research stage serves to uncover areas of opportunity, 
2. The Strategy stage sets the editorial direction, 
3. And, the Activation stage brings your strategy to life by delivering actionable resources, connecting you with specialized service providers, or offering done-for-you services to execute the plan.

Founder & Content Marketing Strategist

Backlinko

Content Marketing Strategist 

Search Atlas

Content Marketing Strategist

Contact Studios

Partner

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

Demand Gen & Growth Marketing Manager

Semrush

Brand Partner

TopicRanker.com

Distribute

Content Marketing Strategic Advisor

deeto

Founding SDR. Sourced $170.000+ ACV

Developed and Implemented the email and cold calling outbound sequences and sales strategies from scratch in hand with the Business Development Manager

Sales Development Representative

MyC MedTech

4th hire. +150% Team size +10% MOM Growth

Worked hand-in-hand with CEO and BizDev Director on B2B business strategy and acquisition of 10+ clients. 

Worked closely with clients in sectors with specific regulatory or compliance reporting requirements - example of industries supported:

⇨ Medical providers: Occupational health, medical services, medical assistance
⇨ Financial Services & Insurance
⇨ Energy (offshore, onshore, renewables)
⇨ Mining
⇨ Industrial & manufacturing
⇨ Maritime
⇨ Humanitarian
⇨ Government

Clients in Europe, Africa, Latin America and Asia Pac.

Business Development Representative & CEO's right-hand

Conamerc

- Developed relationships with new sponsors and managed existing relationships >30 sponsorships.
- #1 Sales Rep of 2020 entry tickets

Conamerc is the marketing congress with the longest trajectory in Latin America.

Every year conamerc has speakers of national and international stature (from Apple, Netflix, Nike...), sponsoring brands (Rappi, Coca-Cola, Dunkin Donuts...) and interactive workshops in topics related to marketing, marketing trends, and branding.

Event Sales & Sponsorship Manager

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 X.


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 :)

Had to ask a random stranger for a charger at 11pm, looking like a homeless girl carrying 2 huge suitcases through London streets...

Woke up at 7am (by miracle) with no alarm, dead devices, and had to somehow find LinkedIn offices.

(Story time in the comments)

But we made it.

Hello London 🇬🇧
Hello LinkedIn 💼

Thank you to Alicia Teltz (my all time favorite new competitor 😌) for the invitation and my sidekick bestie Nicole Ponce for making this adventure possible.

When we think about building a personal brand, there's so much talk about:

Engagement rates
Follower counts
Revenue metrics
Impression data

But we forget something crucial...

Behind every single number is a real human being.

That 1 like? That's Sarah who resonated with your post.
Those 10 comments? That's 10 people who took time from their day to connect.
That follower count? Each number represents someone who chose YOU.

Your "audience" isn't data points on a dashboard.

It's Maria checking LinkedIn during her lunch break.
It's David reading your post while commuting home.
It's Jessica who screenshots your advice to share with her team.

Real people.
Real moments.
Real connections.

Because none of us succeed alone.

We succeed because of each individual human who decides to engage, support, and believe in what we're building.


Loved talking business with you girls!

See you tonight! 🤭🎉

(More updates from today's event coming soon - it's going to be exciting!)

Diandra Escobar

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

Look mom, I’m speaking across the world in Vienna, AUSTRIA.

Davor Bomeštar slid into my inbox asking if I’d talk about building a founder-led growth flywheel on LinkedIn.

Funny enough I had already booked a month here as a Christmas gift for my dad (his dream was to visit Vienna).

Gotta love a little serendipity.

But what really stuck with me wasn’t just the talk it was what happened after.

The questions. The convos. The people who came up to chat, share their stories, ask for advice, or just connect over shared curiosity.

You meet so many people at events like these. Smart, thoughtful folks you wouldn’t normally cross paths with. And suddenly you’re in deep conversations about strategy, content, life choices.

It reminded me that the real magic of these events isn’t just learning from a random person speaking on the stage - it’s also everything that happens in the after networking space, over drinks, in the DMs after.

Truly so grateful for this community. I never imagined my silly little posts would take me this far - and now I get to meet some of you IRL.

Having online friends is cool. But seeing your faces beyond the profile pic? Even cooler. 🫶

Thank you to everyone I met (and hugged) 

Special shoutout to Jules Ignacio Canlas for being an awesome speaker and human. You rock. 

And Marina Pregl for planning such a great and fun event. So glad I got to be a part of it.

If you’re in Vienna and wanna grab a coffee or go for a walk - I’m around. ☕💬

A client who now spends $20,000+ monthly with us found me through LinkedIn SEO. Not through paid ads. Not cold outreach. Not even my organic content...

Instead of a Google search. They searched on LinkedIn for what they needed...

Here's exactly what happened:

→ They typed keywords into LinkedIn's search bar through a company page
→ My optimized profile showed up in results
→ They clicked my profile and scrolled my content
→ Bought into the idea that I knew what I was talking about
→ Reached out directly, ready to invest
→ We've been working together for a whole year

That's the power of being DISCOVERABLE when people are already in buying mode.

If you're sleeping on LinkedIn, you're missing high-intent leads who are ready to pay.


Here's the one thing I haven't seen mentioned enough about LinkedIn SEO:

Everyone talks about optimizing your headline, about section, and posts. But the one that got me discovered?

The Services section.


Most people ignore this completely. Here's how you can get this done in less than 1 minute:

→ List specific services with exact keywords your clients search for
→ Add them to your services section
→ Done.

Yes, LinkedIn limits you to their existing service keywords (annoying), but work within what's available.


LinkedIn SEO is what will allow:

→ LinkedIn's (and other channel's) algorithm starts associating you with those topics
→ You become discoverable for high-intent searches
→ People find you when they're ready to buy


SEO isn't just about blog posts. It's about optimizing everywhere people search for what you offer.

LinkedIn SEO = being discoverable in one of the most profitable channels out there


And in this case my specific actionable tip today is:

List your specific services with the keywords your ideal clients are typing in (and are available... again, search on LinkedIn sucks).


All these small or big optimizations around SEO (more than just your blogs)... 

SEO means optimizing to be found on certain channels where people search for certain things. Finito. 

...That's what makes you discoverable.


Your content builds trust. Your optimization gets you discovered.

Both together? That's how $20K monthly clients find you instead of you chasing them.

While most marketers panic about Google's AI Mode, we've been helping B2B companies pivot their strategy for months.

The biggest change in search history just happened.

Google became a publisher, not just an organizer.

Here's what's actually happening (and the 9-step playbook to stay ahead):

Google's AI Mode - How to Rethink Your Content Strategy:

LinkedIn creators when it hits engagement time:

Most content fails not because it's "bad", but because you haven't found CMF... It's either offer-heavy, audience-chasing, or expert-blind: 

→ Offer-heavy (all about what you want to sell) 
→ Audience-chasing (trends without alignment) 
→ Expert-blind (knowledge without showing why they should care)

What's missing?  Content Message Fit. 

The intersection of:

• Your Offering – What you actually sell 
• Audience Interests – What they want to consume 
• Your Expertise – What you can speak on with authority

So how do you know if your idea fits?

Test it. Map it. Here’s how:

1 - Use content to LISTEN, not just talk.

Look for signs of real resonance:

– People DM you with follow-up questions
– Someone says, “That’s exactly what I’m going through”
– You get replies like “How can I work with you?” or “Do you offer this?”

2 - From that feedback start creating from the green zone, content that aligns with your offer, audience interest, and expertise.

3 - Pay attention to which angle moves the needle.

Is it when you talk about that specific strategy?
Or when you simplify complex tools?
Or when you post in that format (video, design heavy, ?

These are signals of fit.

Specific ways to actively find market fit through content:

1. Look at your last 20 sales calls. What questions get asked repeatedly? What objections come up? What insights make prospects say "I never thought of it that way"? Those are your message goldmines.

2. Analyze your last 50 posts. Which 20% drove 80% of meaningful engagement (comments, DMs, mentions, leads)? What patterns emerge in topic, format, or angle?

3. Pick your best-performing message. Can you create 5 different versions without running out of steam? If yes, you've found a scalable form. If no, keep experimenting.

4. Start with your best customers. What content did they consume before buying? What posts did they mention in sales calls? Work backwards to understand what actually drives revenue.

5. Map what your top 5 competitors talk about vs. what your expertise covers. The white space where you have authority but they don't? That's your unique message territory.

6. Track leading indicators:

• Comments asking "how do you do this?"
• DMs requesting more details
• Mentions in other people's content
• Prospects referencing your posts in sales calls

You don't find it once and you're done. Markets evolve. Platforms change. Your business grows.

The winners are those who build systems to continuously test, measure, and iterate on all three layers.

Because the fastest way to find your market… Is to build content that fits it first.

Full-stack marketers are officially having their moment.

Last night Semrush with Notion hosted an event at The Studio @ FLIGHTSTORY where the energy around generalist marketers was 🔥🔥🔥

The timing couldn't be more perfect.

Semrush just dropped their "Rise of the Full-Stack Marketer" report with some fascinating findings.

Companies can't afford 12 different marketing specialists anymore.

The reality is marketers are:

→ Launching a campaign Monday
→ Optimizing the landing page Tuesday
→ Analyzing the data Wednesday
→ Pivoting the strategy Thursday

But here's what I found most interesting from the report:

The biggest pain points aren't about skills—they're about systems.
Full-stack marketers are drowning in:

→ Tool switching and over-configuration
→ Unclear leadership direction
→ Task switching that kills strategic thinking

The solution isn't more specialization.
It's smarter orchestration.

AI is making cross-functional work more accessible. Platforms are becoming more all-in-one. The generalist advantage is becoming the competitive advantage.


Heading to another event tonight—thanks Bejay Mulenga MBE.

London you’re insane, you’re not giving me a break. 
But I love it.

I’m sorry enterprise…

But startups just have an energy and a grind that’s unbeatable.

That’s why I’m so excited to be speaking during the Vienna Up Startup Festival.

At the Digital Marketing Meetup tomorrow 6pm.

In the weXelerate Hub.

When Davor Bomeštar invited me over to this side of the world.

I couldn’t say no.

Startups?
Speaking about Founder-Led Growth?
Finally meeting an online friend in person?
Spring in Europe?

Count me in.

So hypeeeeed!!

I’m already in love with this city.

If anyone is around. 

You can sign up here: https://lu.ma/xmnabu30

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Everyone's trying to optimize FOR Google's AI. How you'll win? Building WHERE Google's AI actually sends people.

This became a "You need to get OUT Google to be IN Google"

The brands that win aren't chasing algorithm updates... they're building content flywheels that work regardless of what Google does next.

Here's what most people are missing:
Google's AI Mode is actually INCREASING branded searches by 8-30%.

When AI gives people partial answers, they search for the company or person behind the solution.

The question is: where do they land when they find you?

If you've been building a full content ecosystem, they land on YOUR controlled narrative across multiple touchpoints.


Why 'Traditional SEO' is Breaking Down (NOT DYING 🙄):

1. Zero-Click Results Are Exploding 
AI Overviews mean people get answers without clicking through. Your pages get traffic, but users never visit.

2. User Embeddings Trump Keywords 
Google's AI relies on personalized "user embeddings"—their understanding of users based on behavior across the ecosystem. It's about how AI systems understand your authority.

3. Agents Tailor Information 
"Agents will tailor information based on their understanding of the user and their reasoning against your message." You need to control that narrative.

4. Multimodal Content Strategy is King 
AI systems transcribe videos, extract claims from podcasts, interpret diagrams, and remix all of it. Less single-format content strategies.


Why Content Flywheels Beat Algorithm Chasing:

1 - You Control the Brand Story 
A full content flywheel means you control exactly how you're represented when AI systems—or humans—discover you.

2 - Behavioral Signal Compound Effect 
Multi-platform engagement creates positive "user embeddings." Your thought leadership and video content feeds back into how AI systems understand your authority.

3 - Platform-Agnostic Relationship Building 
You're building direct audience relationships that transcend any single platform or algorithm change.

Experts are building "Relevance Engineering" term by Michael King—optimizing for how AI systems understand and represent them:

This is how your content strategy should evolve:

Each piece of content feeds the others. Video insights become written posts. Community discussions become new content ideas. Thought leadership drives the branded searches that AI Mode is increasing.


My Final Thoughts:

AI Mode = an "existential crisis" for traditional SEO.

But for brands with content flywheels? It's just another distribution channel.

You can't SEO your way into being mentioned alongside market leaders. You have to actually become one through coordinated brand building, customer proof, and industry positioning.


P.S. This isn't about abandoning SEO. It's about building beyond search dependency while others play catch-up to rapidly evolving AI systems.


What's your take? 

Let's bring back thought leader thoughts on LinkedIn.

My comments are opened for debates anytime.

Quality >>> becoming a sad, depressed scammer millionaire every single time.
This is where "go slow to go fast" has been present in my life.

Trust me... my anxiety and ADHD definitely makes me feel like I have a skyrocket up my behind sometimes. 

I'm a "go go go" girl - if you know me one bit, you know I'm that friend who hasn't even landed on a trip and already has everything booked and planned. 

I try to squeeze 3,483,083 things into one day.

One day I'm in Paris and the next I'm at a conference in Vienna. 

A client sends a correction and my laptop is opened in less than 0.5 seconds.

But while building a business, I've noticed that SO many things take time and complete dedication if you want to create something you're truly proud of:

• Making sure operations are spot on
• Hiring people I genuinely enjoy having in my life
• Taking time to understand clients and build actual rapport
• Building a culture of hard work where we care for each other and our clients

Let me tell you one piece of business advice: If you actually freakin' care about what you do, that's the only way things will work.

I'm convinced that agencies only burn out clients because they literally just don't care.

The solution to so many business problems? Care more.

• Hire people that care.
• Onboard clients that care about their results.
• Care about yourself.

When you care:

You say no easier.
You know how to put boundaries.
Your YESes are stronger, louder, and funner.
You surround yourself with genuine and interesting people.
You build a business that supports you and your team's life.

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