Recording drop: We’re sharing the replay of our session with Finn McKenty for anyone who couldn’t make it live.
Finn’s worth your time because he’s not a “content tips” guy—he’s a results guy: he drove $20M in revenue through content at CreativeLive, his work has earned 130M YouTube views, and he’s made video for Red Bull, Nike, and Element.
Content isn’t a channel. It’s your GTM operating system.
Here’s what content is supposed to do in GTM:
Create a point of view
Prove you understand the buyer’s world
Make the buyer curious enough to talk
Make sales conversations easier
Compress trust-building time
Most teams stop at step 1: “make content.”
Then they measure likes and wonder why pipeline didn’t move.
Why most GTM content gets ignored
Not because it’s “bad.”
Because it’s category-shaped.
Same claims. Same tone. Same “here are 5 tips.” Same template carousel. Same vague outcome words.
When everyone sounds the same, your buyer’s brain does the only sane thing:
filters it out.
So the real competition isn’t “other creators.”
It’s indifference.
The real function of content: create conversations at scale
The best GTM content doesn’t try to educate.
It does one of these three things:
1) Names the enemy
It calls out the thing everyone tolerates but hates.
(Internal chaos, fake “pipeline,” misaligned ICP, bad handoffs, stalled deals, etc.)
2) Gives language to a problem
It articulates what your buyer feels but hasn’t put words to yet.
That’s where trust comes from.
3) Forces a choice
It makes a clear claim a buyer can agree or disagree with.
If your content can’t trigger disagreement, it usually can’t trigger action either.
The missing link: content → outbound → pipeline
Here’s the part most teams miss:
Content creates ambient credibility.
Outbound converts credibility into meetings.
When those two aren’t connected, content becomes a morale project and outbound becomes a grind.
When they are connected, GTM gets unfair:
Content gives you angles that sound different
Outbound gives you distribution + feedback
Feedback improves content
The loop compounds
That’s the real edge: a learning loop that connects your ideas to revenue.
We built Skyp for teams who want content to actually do something.
Not “post more.”
Use your POV to start more conversations.
Skyp helps you take the ideas you publish—your enemy, your perspective, your claims—and turn them into outbound that reaches the right people, in your voice, with smart follow-up.
Because the goal of GTM content isn’t views.
It’s momentum.
