Don\’t take life too seriously…

An audio recording that is worth replaying a couple of times.

Blog Launch

Tomorrow afternoon, we are going to launch the blog. I started this journey back in February, when I joined the company. I will show you the way on how we got here, in future posts about pre-launch preparations.

Opt-in Newsletter and Social Media Invitations

For the launch, we are going to send a newsletter to our 3500 strong email list of German speaking customers and subscribers. I did not want to take this full initial list of people and start spamming them with articles and case studies they have never asked for. So we are going to send one email to them that invites them to join our subscriber list, where they can sign up for weekly educational emails and articles.

Once people do opt-in to our material, we are able try out different formats with our audience without feeling guilty that we annoy them. We gain the ability to build something together with them, based on their continuous feedback. The aim is to build a UX community around the blog, that spreads and advances the user centered design approach.


In addition we have chose three social media platforms that we will be active on. Linkedin, Xing and Twitter. I think its important to get really good at a few chosen channels, rather than trying to post half-heartedly on many different ones.

Goals for Launch

My personal goal is to get the first 100 subscribers out of this first email and social media push.

This should give us a good audience to work with and start spreading our content from.


What is this about?

You are reading the journey of a content marketing program that goes from no digital footprint and 0 subscribers to a a fully functional inbound marketing program with 10k subscribers. The project is part of a bigger digital marketing program that I took over at the test user recruitment startup TT.

The Author

I don\’t want to bore you with my life story, so best head over to the Me in 10s section of this website.

The Company

I currently work at a startup called TT. TT is a recruiting service for test users. Test users are people like you and me who are participating in research studies that help companies test their products and services. Our customers are UX researchers and UX designers mostly working in larger companies that have made the leap to a user centered design approach. Meaning they develop their apps and websites while constantly keeping the feedback of their users at the forefront.

For example, a customer like Zalando would like to test their navigation redesign, so they order 5 test users from us. These test users are then invited to an on-site or remote user test where they get to interact with the new navigation elements solving


My Job at TT

To give you some context. Before I started at TT, I had

  • no knowledge of SEO
  • no knowledge of user testing, usability and UX
  • basic knowledge of Content Marketing
  • basic knowledge of Inbound Marketing

So my job

What is my motivation to write these pages and put them on the internet?

  • I think by constantly reflecting and writing about my journey, I will learn faster and will be able to take better decisions.
  • I think by sharing my goals and ambitions, I create social accountability. Which in turn will help me to push myself to realize more ambitious goals.
  • I want people to read my stuff, so the world finally recognizes how brilliant and smart I am. And popular 🙂
  • I am passionate about sharing my learnings, so that others can profit from it. That\’s the part where I have a warm, fuzzy feeling inside, because I can give something back.

Now why should you care?

My goal is to provide you with a feeling that your are not alone in trying to figure this stuff out. I will be as honest as my ego permits and hopefully you will learn from my successes and mistakes along the way.

I write this guide for people who would like to have a genuine account of what it actually takes to get to a 10k subscribers. Because the reality is that we have to get down into the dirt, work hard and be ready to fail. A lot.

In this journal, I will share with you what blogs and books I read, which tools I use, what experiments and strategies I try out and what progress we make in hard cold numbers.

So if you are on a similar journey or want to embark on one, then this journal is for you.

What content can I expect?

This blog will be a mix between

So lets get to it.