Geoff Roberts is the Co-Founder & CEO at Outseta. Previously, he was the Director of Marketing at Buildium. In this insights-packed episode, Geoff discusses his shift from SEO-focused content creation for revenue-driving keywords at Buildium to a more personalized storytelling approach at Outseta. At Buildium, content was geared towards ranking number one for specific keywords, yielding 40% of the company's revenue. In contrast, at Outseta, Geoff focused on sharing his entrepreneurial journey to connect with other founders, targeting a smaller but more engaged audience. He emphasizes the importance of authenticity and vulnerability in content creation, outlining his journey as a founder to resonate with the audience. Despite the longer timeline for content to impact customer acquisition at Outseta, Geoff highlights the role of unsolicited responses as an indicator of resonating content. Geoff's emphasis on personalized, authentic storytelling represents a shift from a search-focused approach to a more relatable content style in building a brand and engaging a niche audience. Tune in to learn how he's doing this today at Outseta.