Why Every Founder Should Create Content

This week, we were joined by Chris Savage, co-founder and CEO of the video marketing platform Wistia.

Chris is a key figure in the video content space and personal brand, having famously scaled his company to over $50M a year in revenue, without outside investors. He is also a content creator, regularly sharing insights from his entrepreneurial journey on LinkedIn and hosting the podcast Talking Too Loud.

In this episode of “Uploading…,” Chris breaks down the evolution of video content, the impact of AI on content creation, and the enduring importance of authentic storytelling. He also shares lessons learned from Wistia's growth, his content creation process and workflow, and strategies for building a strong personal brand as a founder.

Towards the end of our live session, 80+ attendees had an exclusive opportunity to chat directly with Chris. We held a private Q&A where they were able to ask their big questions about entrepreneurship, video marketing strategies, and more.

Fav Quotes From Episode #25

Evolution of Video Tech: “Basically what keeps happening is that new technology comes out that makes it tremendously cheaper and easier to make video. And then the uses of video magnify and the expectations magnify." — Chris Savage, 00:05:17 → 00:05:27

Role of Founders in Business Growth: “I think there's a good question every founder should ask themselves, which is like, what's the thing that I can uniquely do that is going to add value?” — Chris Savage, 00:15:22 → 00:15:35

Trust in the Age of AI: "So I think while you should be using AI to aid in your content creation, you need to find ways to make sure that human beings that you can connect with are still really there." — Chris Savage, 00:10:10 → 00:10:23

3 Strategies for Success From Chris Savage

1. Double down on what makes you unique - ESPECIALLY in the era of AI

Anyone can be a content creator nowadays. To cut through the AI-generated noise, Chris says you need to lean into what makes you distinctly you.

Your unique perspective, shaped by your life experiences, quirks, and passions, is your weapon in crafting content that resonates. Don't be afraid to infuse your personality into every piece of content you create, whether it's a LinkedIn post, a YouTube video, or a podcast episode.

By speaking your truth and sharing your insights in a way that only you can, you'll stand out in a sea of similar-sounding content. And that's how you build a personal brand that people will get excited about.

2. Develop your storytelling skills

As Chris notes, great storytelling is the backbone of compelling content. This is true regardless of the medium.

We're all hardwired to connect with stories. Notice how great content doesn't just inform or educate—it takes the audience on an emotional journey.

To become a master storyteller, study the techniques that the best creators use. How do they hook their audience's attention? How do they build suspense? What makes their work so relatable?

Reflect on your own experiences as an audience as well. What have you enjoyed in the past? What kept you engaged and wanting more?

Practice telling stories in your content, and continually experiment and refine your techniques. The more you actively work on your storytelling skills, the stronger your content will become.

3. Consistency + Experimentation

Building a personal brand is a marathon, not a sprint. It takes time, consistency, and a whole lot of patience to see results.

It's easy to get discouraged when your content doesn't immediately take off or go viral. But as Chris reminds us, overnight success stories are rarely overnight. Most of the time, they're the result of years of hard work and persistence.

Instead of chasing vanity metrics or comparing yourself to others, focus on setting realistic goals that align with your overall vision. Celebrate the small wins along the way, like a heartfelt comment from a reader or a new subscriber to your email list.

Most importantly, don't give up too soon. Keep showing up, keep experimenting, and keep refining your craft. With patience and persistence, you'll gradually build momentum and attract the right audience for your message.

We're excited to be part of your journey to turn content into business.

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Until next week, keep uploading…