Part of Startup Snacks- Founder Series, where I interview Founders and CEOs who are killing it with their workflows and process and ask them 4–5 quick questions. Reach out to chat about a write-up.
Ever see someone online, then see them again, and again and … again?
AssetMule is a sales asset generation platform.
The problem they’re solving….
Common problem at b2b’s everywhere. You’re close to closing a deal. The client asks for “a one pager”. No problem!….
Only it takes a day or two, and it’s bespoke. And sales wants to change “one thing”.
AssetMule is like if Canva had a baby with Google Drive… with a sprinkling of analytics.
I hate to throw around “game changing” but it is for teams that want to control brand story, have a searchable content bank that is based on best practice and that is easy for sales to use (legitimately).
AssetMule and the secret of content distribution
I was curious how AssetMule managed to pump out so much content and be “everywhere” despite a small team and (presumably) limited resources.
Their approach shows how a small, tight-knit group can establish an authoritative brand and empowered community that punches far above its weight class (and, yknow..be everywhere)
It all starts with the founders, Justin brings 15 years in tech and SaaS sales and marketing, while his co-founder Jorge is a digital marketing veteran specialising in owned communities. Together, they intimately understand their target B2B audience and exactly how to capture attention while providing serious value.
They put this insight into action across three tightly integrated channels-
The GTM Pack Podcast
This interview series taps into the founders’ networks to feature heavy-hitters across the SaaS ecosystem. By discussing insider GTM tactics, they foster an engaged community while positioning themselves as thought leaders.
With a strategic mix of short-form videos, podcast clips, and tutorials, AssetMule pumps out 5–10 videos per month to sustain interest and lead gen between podcast episodes.
Tying content and community together, the newsletter (via substack) allows readers to continue conversations and access exclusive resources. It also serves as the hub connecting all external channels.
With flawless execution compensating for team size, AssetMule has crafted high-impact product marketing on a shoestring. Their approach proves you don’t need huge teams and budgets if you know who you want to serve and how to serve them right.
So how do they do it- A short interview with Jorge Soto
Renee: Your podcast puts out 1–2 episodes per month while also publishing 5–10 short YouTube videos. What’s your process for developing ideas and repurposing content across these formats?
Jorge: Our standard workstream is to publish 1–3 episodes per week on Linkedin, YouTube, Spotify, and Twitter. The full version of the podcast episode lives on YouTube and Spotify and can be between 15–45 minutes long. The shorter versions are used as clips in Linkedin and Twitter posts promoting the podcast episode and can be between 45 seconds and 2.5 minutes long. We also add the clips to YouTube.
The content ideas come from topics that we come across in our customer research meetings, the research that we do on the space including recent trends, and lastly from our 1st party opinions. The repurposing of content, in general, comes from full-version podcast episodes, content that we create based on a theme or topic we want to discuss, webinars and events, and other sources like articles
Renee: Amazing, and on that, are there any tools you recommend for founders and small teams with their content management and distribution? What are the favourite tools in your stack?
Jorge: For podcast hosting and distribution for small teams I like Anchor.fm, Opus is a cool tool for video editing,Google Workspace for file management, Slack for communication, Frame.io for feedback/post-production management.
Renee: You’re a young company that’s smashing content. Any advice you have for teams struggling to produce regular original content across multiple channels even if they recognise the value? Where should they start?
Jorge: Don’t overthink it, come up with an MVP of a content strategy and start creating yesterday. Find out where/what channels your ICP hangs outs at, determine what topics they care the most about, and start creating content that aligns with these.
Renee: Lastly, what factors should go into evaluating which content formats (podcast, blog, video, etc) and topics will provide the most value to their target audiences? How far ahead do you personally plan at AssetMule?
Jorge: Look at the social channels and communities that your ICP hangs out at and see what formats they support. Research the topics that they care about and create content from your POV on these topics. Have a mixture of 1st and 3rd party insights and articulate them as opinions, data-backed insights, etc.
We are constantly researching and planning on a daily basis so we keep a finger on the pulse of what is happening in the space. Talk to customers, prospects, etc, Follow influencers. Things might change from one day to the next but you should have a general idea of the perspective your content will take, the tone, etc.
While most founding teams spread themselves thin chasing vanity metrics, AssetMule doubles down on niche community building.
The result is a tight-knit group of advocates that fuel organic growth. This allows AssetMule to compete with companies many times their size.
For other small teams hoping to maximise impact, AssetMule sets an example to follow. Their experience invalidates excuses around limited resources. As Jorge and Justin show, success stems not from team size but from truly understanding your customer and delivering for them across channels.
The foundations are simple — know your audience, provide real value, stay consistent.
Do this with authenticity and community will follow.