PE Content Marketing Strategy

Brent Beshore shares his perspective on using content marketing in private equity, explaining how he adapted venture capital strategies to build his firm's presence and deal flow.

Key Points:

• Content Marketing Strategy:

  • Inspired by successful VCs like Fred Wilson, Brad Feld, and Andreessen
  • Core approach: "pulling back the curtain" and educating people
  • Been producing content consistently for 7-8 years

• Content Evolution:

  • Started with "shouting into the darkness" with no audience
  • Built momentum over time through compound effect
  • Goal is to be the "first stop" for anyone wanting to sell their business

• Deal Sourcing Approach:

  • Primarily relies on inbound leads generated through content
  • No outbound outreach to potential sellers
  • Maintains a scout network of 700 people (uncommon in PE)
  • Pays scouts when deals are completed

• Educational Events:

  • Co-created Capital Camp with Patrick (response to poor quality of finance events)
  • Focuses on cross-section of people doing interesting things
  • First event drew 250 people from 11 countries, 5 continents
  • Hosted in Columbia, Missouri but attracts global audience

• Differentiation:

  • Unusual approach for private equity industry
  • Uses content marketing more actively than typical PE firms
  • Focuses on building long-term relationships through education
  • Creates transparency in typically opaque industry