Content MOATs are dying fast: relationships are the only differentiator

I’ll open up this email blast with a quote from “The Future of AI in GTM”, an episode by Chris Walker on the Refine Labs podcast:

“The only real modes that you have today are a deep, deep connection with your customer, the ability to drive a tangible, measurable real business result consistently, and the IP and processes and automation that drive that result, and having some level of distribution to your customer when you're Tam is appropriate, Another connection being closely connected with your customer.”

Here’s the full episode if you want to dive in the full context:

And that’s what we see consistently, too.

Last year, we doubled down on events, video content, Slack communities. I wrote a longer comparison in April talking about the separate channels as ultimate mediums to achieving anything done vs. social noise and Google issues. Here’s the April issue for reference.

But video reach is going down too - because mass-produced video content is going up and networks are still featuring tons of shorts and reels (less of long-form educational content).

I’m consistently expanding my circle of professional contacts via:

• This newsletter as an organic lead flow from my blogs and social accounts

• LinkedIn (even though reach is abysmal this year)

• Events (when I can make it, which isn’t easy)

• Professional communities

• Slack groups

• Intros and common contacts online

• Targeted ABM outreach

• Strengthening partnerships with aligned parties working with our ICP

• The consulting programs (we actually find common grounds to work together on)

Because ultimately, in the endless pool of talent, agencies, SaaS, and professional service providers, we have 28 million developers in the world, 65 million business and marketing professionals, 6 million real estate agents, 7 million lawyers - you get the idea.

99% of businesses are classified as SMB - and they are largely commoditized businesses and jobs that represent millions of competitors around you. It’s one thing differentiating in business pool of 5, 10, 20 competitors worldwide, and a different realm dealing with MILLIONS.

That’s where relationships are the main moat and why digital campaigns work so poorly in this context.

I keep calling readers out to start replying and participating in conversations. 1:1 contacts are the most expensive token out there.

And I’m a reply away.

Yours,

Mario

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