Hi Landers! 👋
Today, we bring you an engaging conversation with Arnaud Thierry, a Fractional Content Marketing Expert who has helped startups and VCs leverage content to drive growth and build credibility in Latin America.
With a background in finance before finding his passion in marketing, Arnaud shares how he built his career and how creating content led him to land clients and opportunities.
🎯 In this episode, we discuss
How Arnaud transitioned from finance to marketing through founding a startup, discovering his passion for content marketing in the process.
Why B2B founders should focus more on content execution than strategy, and how this approach leads to quicker wins and better data.
The importance of content quality over quantity, especially for fractional experts trying to showcase their expertise.
The most effective content strategies for startups with limited resources, including how to leverage different platforms strategically.
💡 Key Insight
I always wanted to keep working on my project. So I didn't want it to go full time. So when I found out about fractional, I was like, OK, that's something for me because I needed to pay for my tacos. So I needed some cash. But at the same time, I wanted to keep building my project... I'm super curious. I love to work on many projects. The fractional model is great because you can work with a few clients at the same time, and then you can see a little bit of everything.
🔥 Tips from Arnaud
Create high-quality content consistently
For fractional experts, content quality trumps quantity when showcasing expertise. Arnaud emphasizes: “Make sure you are posting quality and not quantity because you can lose them with one bad post... They come, they read the last post you've posted on your LinkedIn. They're like, wow, he changed my mind about something or I can see he really knows what he's talking about”. Your most recent content pieces are what potential clients will use to judge your expertise.
The minimum effective content strategy, according to Arnaud, is “two pieces of content on LinkedIn every week... and one long form content every month”, such as a newsletter, blog article, podcast, or video. This cadence balances consistency with quality, allowing you to demonstrate expertise without sacrificing depth. Remember that content isn't primarily about attracting inbound leads, but about converting prospects who are already considering working with you.
Focus on execution over strategy
Many clients don't really want extensive strategy work, they want execution and results. Arnaud has learned to emphasize implementation over planning: “Clients they don't really want too much of the strategy, and they want more execution... we're gonna do the audit and we're gonna do the strategy calls, but I put more emphasis on the execution”. This approach not only makes it easier to close deals but also delivers value faster.
Strategy shouldn't be abandoned entirely, but it should be developed alongside execution. As Arnaud points out, “Don't spend too much time on strategy. Strategy, you can still do it even if you start doing execution... Also, strategy works better with data”. By getting into implementation quickly, you gather real-world feedback that informs better strategic decisions. This creates a virtuous cycle where execution guides strategy, which then improves future execution.
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Leverage content in client relationships
Content isn't just for attracting new clients, it's a powerful tool for nurturing relationships with prospects and existing clients. Arnaud shares: “It's very annoying when you're like, hey, after a call after one week and just coming back for the follow-up being like 'hey what's up are you ready to buy?' It's way better to come back with an asset which is a piece of content of high value”.
This approach provides a natural reason to reconnect while delivering additional value. As Arnaud explains, you can say “Hey by the way you remember we talk about this GTM strategy for Mexico? I did a podcast with the head of GTM of Kavak and he shared a lot of tips”. This strategy not only nurtures the relationship but also leverages psychological principles like the halo effect by associating you with recognized experts in your field, subtly reinforcing your credibility.
Manage your personal brand effectively as a founder
For early-stage founders, Arnaud recommends focusing on personal content rather than building separate business accounts. “Right now I'm not talking about personal brand anymore with founders, I'm just talking about creating content... it's called content marketing, it's part of marketing”, he explains. This shift in framing helps founders see content creation as a critical business function rather than a vanity exercise.
The goal isn't building a personal following, but advancing your business objectives. As Arnaud points out, “Even if you do personal content, if you do it right, people will remember your startup and your mission more than your name”. He shares an example of a founder currently raising $2 million: “I don't remember his name, but I know exactly the name of his startup and I know what he's doing right now”. This is the ultimate measure of successful founder content, when it drives awareness and interest in your business, not just your personal profile.
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Ping Pong Questions
Favorite book 📚
Key habit for success 🚶♂️
Consistency. Creating content every day.
Most rewarding aspect of being a Fractional 🥇
Flexibility. The flexibility to work on multiple projects while still pursuing entrepreneurial ambitions, satisfying his curiosity and desire to learn from different businesses.
📢 Don't miss this episode packed with insights and practical advice on building your personal brand, creating a strategic marketing approach, and thriving as a fractional executive!
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Have a great rest of your Sunday!
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