Ran an agency-style content operation for a few B2B SaaS founders this year. Same pattern every time: the founder has more insight in their head than any content team could invent, and it just... doesn't leave the head.

Three things that actually moved the needle, in order of impact:

1. Ghostwriting beats scheduling tools. Founders don't need another dashboard telling them to post. They need someone turning a 10-minute voice memo into 5 LinkedIn posts a week that sound like them, not like a content template.

2. Video is still underpriced attention on LinkedIn. Founder talking to camera for 5 minutes, cut into 6-8 short clips, gets 3-5x the reach of a text post for the same time investment. Almost nobody in B2B does this consistently — which is exactly why it works.

3. The compounding is real but slow. Nobody's post goes viral in week 2. The founders who stuck with a weekly cadence for 90 days all saw inbound they could point to a specific post for. The ones who quit at week 3 never found out.

Gary built VaynerMedia on the thesis that every business is a media business first. It's just as true — arguably more true — for a 15-person SaaS company as it is for a Fortune 500 brand. You just need someone to actually run the machine.

That's what we do at Repena — happy to share the exact content system if you're a founder trying to figure out where to start.