The Different Types of VC Content and When to Use Each One

Some content sparks conversation, some builds credibility over time, and some is purely transactional. Yet many VC firms fall into the trap of producing content reactively—writing about deals when they close, posting sporadically on LinkedIn, or publishing long-form pieces that don’t serve a clear purpose.

The best VCs take a strategic approach, treating content like a portfolio: balancing short-term wins with long-term brand-building. They know that different types of content serve different audiences and objectives.

In my previous post, I discussed how to perform a content audit. Hthe rig’ve done that and identified your gaps, you can use this list to help you decide on which content format is the right tool for the Job To Be Done in that moment.

1. Leadership: Shaping Industry Conversations

This is the most powerful—but also the hardest—type of content to execute well. True thought leadership means presenting original ideas, challenging assumptions, and adding depth to industry discussions.

Best For:

• Establishing credibility in a specific investment area

• Attracting top founders by showcasing unique insights

• Building an intellectual brand that LPs respect

Formats That Work:

• Deep-dive blog posts on emerging trends (e.g., "Why AI-enabled Vertical SaaS is Winning in 2025")

• Contrarian takes that challenge conventional wisdom

• Investment theses that go beyond standard market overviews

✅ When to use it: If you want to position yourself as the go-to investor in a sector, this is your best long-term content strategy. But it requires commitment—one strong post won’t cut it.

2. Founder-Focused Content: Building Trust Before the First Meeting

Founders research investors long before they take a meeting. The right content can make your firm feel like a trusted partner before you even talk.

Best For:

• Warming up inbound deal flow

• Helping founders solve real problems

• Positioning your firm as a value-add investor

Formats That Work:

• Tactical guides (e.g., "The 10 Mistakes First-Time Founders Make in Hiring")

• Playbooks and frameworks (e.g., "A VC’s Guide to Startup Pricing Experiments")

• Founder case studies (e.g., "How Our Portfolio Company Scaled from Seed to Series B")

✅ When to use it: If you want founders to reach out with conviction—knowing exactly why they want you on their cap table—consistently publishing high-value, founder-centric content is essential.

3. Deal Announcements: Turning Wins Into Momentum

Most VC firms announce investments, but few do it well. A generic “We’re thrilled to invest in X” post isn’t compelling. The best firms turn deal announcements into narratives that reinforce their investment thesis.

Best For:

• Building brand momentum

• Reinforcing your investment strategy

• Attracting similar founders in a space

Formats That Work:

• Investment memos published as blog posts

• Interviews with founders explaining why they chose your firm

• Case studies highlighting how you helped a company pre-investment

✅ When to use it: If you’re closing a high-profile deal or making a bet that defines your firm’s strategy, don’t just announce it—tell the story behind it.

4. Market Analysis & Data-Driven Insights: Owning the Narrative

LPs, founders, and industry insiders all crave high-quality market analysis, yet very few VCs invest in producing it regularly.

Best For:

• Establishing authority in a sector

• Creating content that gets cited in other reports

• Driving organic search traffic over time

Formats That Work:

• Annual market trend reports (e.g., "The State of Fintech in 2025")

• Proprietary data analysis from your portfolio or ecosystem

• Benchmark reports on valuations, funding trends, or founder sentiment

✅ When to use it: If you want your firm to be a definitive source of insights in your focus areas, invest in high-quality, repeatable research reports.

5. Behind-the-Scenes Content: Humanizing Your Firm

Most VC firms feel faceless and corporate. The best firms use content to show personality, values, and culture—helping founders and LPs feel like they know the team before ever taking a call.

Best For:

• Differentiating from firms with similar investment theses

• Attracting talent (partners, associates, and operators)

• Strengthening relationships with LPs

Formats That Work:

• "Why We Invested in X" posts from partners — but going far deeper than the typical generic funding announcement

• Personal essays from investors about lessons learned, especially early-career

• Day-in-the-life or firm culture spotlights

✅ When to use it: If your firm has a strong point of view, culture, or backstory, use it. Founders and LPs choose investors as much for the people as for the strategy.

6. Social Content: The Real-Time Layer of Your Brand

VC Twitter and LinkedIn have become critical channels for influencing founders and industry peers. The best firms (and partners) leverage social content to build ongoing engagement.

Best For:

• Staying top-of-mind between major content drops

• Engaging directly with founders, LPs, and other VCs

• Driving traffic to deeper content pieces

Formats That Work:

• Twitter threads breaking down investment trends

• LinkedIn posts summarizing key insights

• Quick takeaways from industry events

✅ When to use it: Every firm should be active on social, but it works best when combined with a broader content strategy. Social should amplify deeper insights, not replace them.

How to Build a Balanced Content Portfolio

The best VC firms don’t rely on just one type of content—they balance a mix of short-term engagement and long-term credibility building. Here’s how to approach it:

• Foundational Content (Evergreen & Thought Leadership): Blog posts, investment theses, market reports—these are high-effort but create lasting brand equity.

• Real-Time Content (Social & Founder Engagement): Twitter, LinkedIn, tactical guides—these keep your firm visible and relevant.

• Momentum Content (Deal Announcements & Behind-the-Scenes): Investment memos, founder interviews, and culture content reinforce your positioning.

Final Thought: Your firm’s content strategy should be as intentional as your investment strategy. Different content types serve different goals—know when to use each one, and your content will work as hard as your capital. If you’re trying to figure out where to go from here, I’d be happy to have a chat.