Let’s talk about the kind of content that actually earns attention in 2025.
Not the AI-polished listicle. Not the “insight” that could’ve been written by a freelance ghost in 2021.
We mean real stuff. From real people. Based on real conversations with customers.
That’s what a Field Notes series is: quick, raw observations from the people closest to your prospects. Not overthought. Not overdesigned. Just honest, timely perspective—published while it’s still warm.
And in a market where everyone’s suddenly publishing more, faster, louder?
That kind of content cuts through.
Why Now
Let’s be honest: the internet is getting louder by the day—and blander by the week.
Everyone’s scaling content. But few are scaling truth.
We’re already seeing companies publish six posts a week and say less than they did in one last year.
That’s the gap Field Notes fills.
A short post about something a customer said this week will do more to build trust than your seventh “Ultimate Guide to the Buying Journey.”
It’s not a replacement for your strategy. It’s a pressure release valve.
And it gives you a way to publish consistently—without drowning in approval loops or overthinking every headline.
What Makes Field Notes Different?
It’s not just that the posts are shorter.
It’s that they’re:
Observational, not opinionated. No need to land a hot take—just say what you’re seeing.
Closer to the source. These come from sales, support, onboarding—where the signal is sharpest.
Designed to move fast. No committee, no branding sprint. Publish, then sharpen.
It’s content that doesn’t just inform. It earns trust. Because it sounds like someone who’s in the work, not watching from the sidelines.
How to Start (Without Waiting for Permission)
Here’s the magic of Field Notes: you don’t need a strategy doc to get going. You just need one good observation, one person, and one platform.
Start small. Post one insight on LinkedIn. Something like:
“Customer said this in a call today and it stopped me in my tracks…”
“Noticed a pattern in onboarding this month…”
“This keeps coming up in sales convos—anyone else seeing it?”
That’s it.
No approvals. No branding. No slide deck to explain the idea.
If it gets traction, you’ve got proof.
If a rep shares it and gets DMs, you’ve got proof.
If you build it into a blog later and it outperforms… you guessed it: proof.
And that’s when you bring it into the big channels—with credibility baked in.
What to Watch Out For
We’ve seen this stall before—not because the idea’s bad, but because teams try to make it perfect before it exists.
A few reminders:
Don’t over-edit the voice. Keep it sharp, even if it’s a bit messy.
Don’t wait for a content plan. You’ll never get one that makes everyone happy.
Don’t pitch a series. Just publish the first one. Let it grow from there.
This is especially important for junior marketers. You don’t always have final say, but you can often test things in low-risk ways—like personal LinkedIn or a quiet blog section. The goal isn’t to skip alignment forever. It’s to earn it with results.
A Light Touch on Scale
Once it starts working, the next challenge is: how do you make it repeatable?
That’s where you need a system. Something that helps you:
Capture good observations from across the team
Repurpose them into formats sales will actually use
Keep the tone sharp and the insight intact
We’ve built tools to help with that—but honestly, the most important part is culture.
Make it easy for good ideas to get out of people’s heads and into the world.
That’s the job.
Final Thought
You don’t need a campaign. You need a drumbeat.
One post. One rep. One insight worth sharing.
Then you let it move. Let it speak in more voices. Let it prove its value before anyone asks you for a strategy.
In a world where most content is built by committee, Field Notes is built by people who actually talk to customers.
That’s what makes it different. That’s what makes it work.
