Digital Not Digital networking with ‘The Distance’

Let’s face it: We all have read the trials and tribulations of the 25-year-old entrepreneur who launched a successful startup, bootstrapped its operations and built a stable company in a down economy. It’s a fascinating story.

But what about tracking the trials and tribulations of a more than 25-year-old company – say a barbershop or a manufacturer of embalming fluid. Who is telling the story of the woman who in 1999 revived a languishing tofu factory that now is celebrating its 35th year of business?

This is the gap in coverage that Basecamp CEO Jason Fried hired journalist Wailin Wong to fill.  

Wong develops a podcast called “The Distance” for Basecamp, crafting narrative stories that give listeners a peek into the lives of business owners who stand at the helm of mature companies.

“I’m the only person at [Basecamp] who does not touch the software,” Wong told B2B marketers who attended the second B2B Marketing Digital Not Digital networking event, sponsored by agency Omobono. “This is a passion project that has probably sold zero Basecamp subscriptions.”

It’s a journalists’ view, but a statement that any content marketer who has developed a thought leadership initiative will find relevant. Listeners who have been heads down working in their business for the last 25 years have little interest in listicles and top-10 tips, Wong noted. “You have to earn your audience with every story.” 

Join us on November 17 for our next Digital Not Digital networking event at Pops for Champagne, Chicago. Lou Friedmann, senior VP of Insureon, will share his experience leading marketing at Chicago startups such as Bizy and Reverb Music.