We recently connected with Matthew Brown and have shared our conversation below.

Matthew, looking forward to hearing all of your stories today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

In the fall of 2021, I decided to try my hand at writing online.

I sat down, and spent 4-5 hours writing a detailed Twitter thread on productivity. I published it on a Saturday morning. 30 minutes later, it hadn’t picked up any steam, so I went about my day.

But I did look at it about an hour after that. What I saw surprised me. Not only did it have 10,000 views, but it was starting to go viral. 10k views, 20k views, 50k views, 100k views, 250k views, 500k views, 1M views…

That evening, I went to a local college football game. I looked around and realized there were 60,000 people in the stadium. By that point, more than 20x the people in the stadium had viewed the post I’d written and published that morning.

And that blew my mind.

The scale of the internet is absurd. Even if you’re posting and getting 300 views, have you seen a room with 300 people? That’s a lot of people. And if what you’re talking about is aligned with the product or service you sell, then creating content can be an amazing form of marketing.

That’s the “aha moment” I had. Then I started doing this for other people.

Matthew, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

My name is Matthew Brown and I run Tribe Digital.

We are a content agency for B2B business owners doing at least $30k per month (and as much as 9 figures a year).

We’ve worked with over 60 clients, driven hundreds of thousands of followers across X and LinkedIn, tens of thousands of email subscribers from those platforms, and 1000s of leads.

Most importantly, we can attribute $10M in client sales from our work.

We’re a boutique agency, only working with 15 clients at a time with a team of 5.

One of our proudest accomplishments is that our first client is still with us today 3 years later (started in June 2022).

Building a personal brand is a competitive advantage. And we help business owners build that competitive advantage. AND drive traffic to their offer.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

Delegating the ghostwriting to a writer was a scary thing to do.

But I managed it well, because I knew I could review the content before it went to the client.

However, delegating the account management to an account manager was something I never thought I’d be able to do.

I’d been taking weekly client calls for over a year. And felt like I had relationships with the clients. And that they wouldn’t be okay with me not being on the calls any longer.

Fortunately, I found out how wrong I was.

Hiring an account manager massively freed up my time and clients were still thrilled with the service.

Have you ever had to pivot?

Elon Musk bought Twitter and transitioned it into X.

In the 12 months following the acquisition, the business changed dramatically. And the type of content that was promoted also changed. In essence, it got worse for business.

At the time, we’d exclusively focused our content on the X platform, but had to pivot to LinkedIn because we weren’t seeing as good of results.

Fortunately, it’s been a smooth transition and we’re seeing great results on LinkedIn.

But the platforms are quite different and we did have to change our service a fair bit.

Contact Info:

• Website: https://tribedigitalco.com
• Linkedin: https://www.linkedin.com/in/mcovbrown/
• Twitter: https://x.com/MCovBrown
• Youtube: https://www.youtube.com/@matthew_brown_