Today I talk about how consistent social content, newsletters, and podcast appearances create the kind of sustained presence that makes customers feel like they already know your brand. h/t AdTechGod

Reaching the customers you want to talk to has become strangely difficult in a world where publishing has never been easier. Platforms reward velocity, algorithms reward conformity, and the industry often rewards signaling to peers rather than speaking to the people who might actually buy, use, or advocate for what you’re building. Yet the companies that ultimately win are the ones that get disciplined about communicating outside their own echo chamber and consistently placing their message where real customers are already spending their attention.

Most marketing organizations still default to pushing messages into the same few channels that feel safe: a heavy dose of paid media, a handful of company-branded posts, the occasional press release. These tactics have value, but they rarely build true familiarity. Customers don’t wake up wanting another ad. They wake up wanting clarity. They want to know who you are, what you stand for, what you’re building, and why it matters to them. They want to encounter your ideas organically, in formats that feel human, not promotional. The brands that earn that kind of recognition take a slower, more deliberate approach, built on consistent storytelling rather than campaign-based bursts.

That’s where the discipline of a publishing system comes in. Brands with strong awareness rarely get there by accident. They decide what they want to be known for, they decide who needs to hear it, and then they build a simple content rhythm that shows up across multiple touchpoints. This is less about chasing viral moments and more about creating a predictable cadence that compounds over time. When a potential customer has seen your thinking on social, read your perspective in a newsletter, and heard your voice on a podcast, something fundamental shifts. You move from being a company they’ve heard of once to a brand they feel like they know.

The first part of that system is showing up regularly in the social platforms where your target audience actually spends its time. Not the platforms your peers prefer, not the ones that feel the most comfortable, but the ones your buyers check between meetings, on their commute, or while researching solutions. Publishing consistently creates familiarity, and familiarity creates trust. A steady flow of posts lets your audience build a sense of your expertise and personality without requiring them to seek you out. The key is momentum: sharing ideas weekly or even daily, keeping them short enough to be digestible but meaningful enough to leave an impression. These posts don’t need to be polished or profound; they need to be honest, useful, and tied to the problems your customers are actively trying to solve.

Newsletters deepen that relationship. They create an owned channel where you aren’t competing with an algorithm and where readers have chosen to hear from you directly. A newsletter gives you room to expand an idea, walk someone through a trend, or unpack a larger point of view in a way that social posts can’t. It becomes the home base of your thought leadership, a place where customers feel like they’re being brought behind the scenes and given context they can’t get anywhere else. When written consistently, newsletters become a record of your thinking, a library of insights, and a signal to the market that your brand is driven by knowledge rather than promotion.

The third piece is getting your voice into rooms you don’t yet own. Podcast guest appearances are one of the most effective ways to reach new audiences, especially in B2B. They allow potential customers to hear you speak at length, explain your product in real terms, share stories, and show the personality behind the brand. These conversations have a texture that written content can’t replicate. Listeners get to experience tone, intent, and confidence. They get to spend 20 or 30 minutes with you, which is significantly more time than most marketing channels ever earn. Podcasts also have a compounding effect: hosts share them, guests share them, and listeners bookmark them. They can travel across a network for months.

When these three pillars—social cadence, newsletters, and podcast appearances—work together, the result is a communication engine that builds awareness even when you’re not actively advertising. Each channel reinforces the others. People see a post and click into your newsletter. They read your newsletter and subscribe for more. They hear you on a podcast and finally understand what your product does or why your perspective stands out. The goal isn’t to flood the market with content. The goal is to be present in the places where your customers already are, in a tone that feels natural, consistent, and valuable.

This requires patience. Most brands want quick results, and content feels slow compared to paid acquisition. But paid channels work best when supported by strong organic signals, and those signals only form through repetition. Consistency is the differentiator. Not volume, not complexity, but a continuous presence that keeps you top of mind. Over time, the effect becomes unmistakable: the market starts recognizing your executives, referencing your ideas, and building an association between your brand and a specific set of problems or innovations.

What makes this discipline so important now is that the line between brand-building and performance marketing has blurred. Modern buyers don’t follow a clean funnel. They bounce between channels, platforms, and touchpoints. They ask peers for recommendations, skim content on their phone, listen to leaders on podcasts, and research brands long before they ever speak to a sales team. If you’re invisible in those moments, you lose the opportunity to shape perception. By contrast, if your message is already circulating in the right places, customers arrive educated, aligned, and far more likely to convert.

A strong content rhythm also gives your internal teams clearer language to work with. Sales gets narratives they can use in conversations. Product marketing gets language they can refine. PR gets themes they can pitch. The organization becomes more aligned simply because leadership is communicating clearly and consistently in public. The message sharpens every time it’s published, and the market feedback loops guide what to emphasize next.

The companies that build real presence don’t need to be louder. They need to be steadier. They operate with a publishing mindset, not a campaigning mindset. They make it easy for customers to encounter their ideas from multiple angles. And they treat content as an ongoing practice rather than a quarterly task. When you commit to that approach, awareness stops being something you chase and becomes something you earn.