Yo! Welcome back to The Reeder Newsletter — your weekly dose of content strategy and growth advice. First time reading? Subscribe here.
I used to think personalization at scale was BS.
That was back when ABM meant static lists, recycled templates, and campaigns that took weeks to launch.
(And they didn't make a dent in pipeline goals.)
But today can launch 1:1 content for hundreds of accounts in minutes, orchestrate plays across channels, and optimize in real-time.
Tofu's new ABM playbook shows you how.
It outlines the new ABM system built for pipeline gen (not vanity metrics).
It even includes 6 plays, outlined step-by-step, that you can run this quarter.
Get the playbook now.
A couple weeks ago, I saw a video that I can't get out of my head.
Mr. Beast was on a podcast with Mark Zuckerburg.
A few minutes in, Mr. Beast pulls up his phone and shows a video of him sprinting while holding progressively more cash.
$10,000, $50,000, $100,000. It keeps going until Beast can't walk.
It's creative and fun to watch. Classic Mr. Beast content.
Back to the pod. He tells Zuckerboy:
"I would love to be able to talk in this, but if I do — boom. The viewership is going to get cut by more than half."
My eyebrows dropped faster than those hefty bags of cash.
How can this be?
Mr beast knows the "rule book" better than anyone else.
He wants everyone on Facebook to see his content. He needs them to because that's how he gets paid.
But he knows two things:
1. Only ~15% of Facebook users speak English as a first language
2. As soon as he speaks English, the FB algorithm will detect it and only distribute his content to that 15%.
So he loses out on 85% of his potential reach (and paycheck).
That's extra important because Mr. Beast earns twice as much on Facebook as anywhere else.
So he started creating voiceless videos to take advantage.
Because he knows exactly how the algorithm works, he can adjust his strategy to maximize his results.
We ought to do the same thing.
Growing up, I bet you never read the rule book for your favorite board games. Here's why that's a mistake.
Imagine trying to play Scrabble, but you don't realize there's a time limit. So you lose your turn.
Or you don't know there's Double and Triple Word Score. So you score 82 instead of 356.
That's the difference between an embarrassing loss and winning the game.
Same goes for our content.
Anytime you're playing on someone else's "territory," you're playing by their rules.
Social media platforms have their own algorithm.
Email has spam filters.
Even your C-suite has expectations when presenting to them.
So you'd better know the rule book if you want to win.
This is where I lose people.
They think "good content" is enough to grow an audience and get thousands of views.
It's not.
At Gong, we grew our LinkedIn page from 12,000 to 200,000 because we knew what the algo rewarded and what it punished (like links in the post).
We experimented constantly to find little "pockets" of growth.
Mix that with top-notch content and growth becomes inevitable.
My rule of thumb:
Write for people. And optimize for the algorithm.
Mr Beast knew running with large sums of money was engaging for people.
Not speaking was optimized for the algorithm.
One more thing to think about:
This doesn't mean you should abandon your audience and start obsessing over algorithms.
Only dummies do that.
Much like poker, you don't just play the rules — you play your opponents. You watch how they think, how they act, when they act, why they act...
Same for your audience.
You will be much better off spending time there vs dwelling on the tiniest details of the latest algorithm change that is usually more speculation than fact.
Tap into their emotions and interests, and you'll win them over.
Understand the rules and you'll dominate.
Don’t just make content. Master the game.
This week:
1. Pick one platform
2. Learn a new "rule"
3. Create your next piece around it
Then watch what happens to your reach.
You'll be surprised how small changes deliver big results.
Holler at you later,
Devin
Pen by Devin Reed
Founder, The Reeder
Follow me on LinkedIn | YouTube | TikTok | Instagram
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Speaking of knowing the rules, I decided to break them.
Conventional wisdom says if you're hosting a podcast, you should invite guests directly.
Usually politely and over email.
I took a different route.
I decided to cold voice memo the CEO of Klue.
His response:
"No CEO in their right mind would green light this."
But Season 3 of Reed Between The Lines is all about taking creative risks. So I had to go big.
Here's the full story and his response👇🏻
PS: The full "undercover prank" video is coming on Monday...
