You started a company because you’re good at something. Maybe you’re a great engineer. A brilliant designer. A domain expert who saw a problem no one else could solve.
Then you launched. And discovered that being good at your thing is maybe 30% of the job.
The rest? Marketing.
The Content Treadmill
Here’s what happens to every founder eventually:
- You realize you need “content” to grow
- You Google “how to do content marketing”
- You learn about content calendars, engagement rates, optimal posting times
- You spend Sunday night writing LinkedIn posts instead of improving your product
- You hire a marketing person who “doesn’t quite get it”
- You fire them and go back to doing it yourself
- Repeat until burnout
Sound familiar?
The Real Problem
The problem isn’t that you’re bad at marketing. The problem is that marketing has become a full-time job pretending to be a side task.
“Just post consistently” they say. As if you don’t have a product to build, customers to support, and a business to run.
“Spend 30 minutes a day on LinkedIn” they say. That’s 15 hours a month. 180 hours a year. Almost 5 full work weeks spent on a platform you probably hate.
What Actually Works
After years of doing this wrong, here’s what we’ve learned:
1. Stop Creating, Start Capturing
You’re already having conversations, giving demos, explaining your product. You’re creating content all day - you’re just not capturing it.
Record your customer calls (with permission). Save your best email explanations. Screenshot the DMs where you nailed the pitch.
That’s your content. You just need to repurpose it.
2. Batch, Don’t Drip
The “post every day” advice assumes you have unlimited time and creative energy. You don’t.
Instead: Block one afternoon per month. Create everything. Schedule it. Forget about it.
One focused session beats 30 scattered attempts.
3. Automate the Boring Parts
Scheduling? Automated. Hashtags? Automated. Cross-posting? Automated.
The only thing that should require your brain is the actual insight. Everything else is just execution.
4. Or… Just Don’t Do It Yourself
This is the option no one talks about. Because it sounds like giving up. Like admitting you can’t do it all.
But here’s the truth: the best founders aren’t the ones who do everything themselves. They’re the ones who know what to delegate.
You wouldn’t build your own accounting software. You wouldn’t write your own legal contracts. Why are you writing your own LinkedIn posts?
The Future of Founder Marketing
We built Kitoro because we got tired of being our own marketing department. We wanted to focus on building software that helps kids learn - not on figuring out the optimal time to post on Instagram.
The future isn’t founders becoming better marketers. It’s founders not having to be marketers at all.
Ready to stop being your own marketing department? Try Kitoro free for 14 days.