Turning Content into Influence: How RAIDLOG Content Strategy Drove Market Awareness and Thought Leadership

Executive Summary

RAIDLOG.com is a startup tech software company founded by the team behind Kolme Group, a B2B consulting firm specializing in project management technology.

When I joined RAIDLOG.com as a content and social media strategist, we faced a dual challenge:

1. Launching a new project management software in a crowded market.

2. Educating project managers about the strategic value of RAID Logs.

To differentiate RAIDLOG.com from traditional spreadsheet tracking methods, I developed a content initiative that went beyond static blogs and whitepapers. Instead, I developed the idea and helped launch the "Show Me Your RAIDLOG" YouTube podcast—a thought leadership content series featuring industry experts who not only educated but also influenced the market.

By engaging project managers and Agile practitioners in real conversations, this series contributed to marketing efforts to redefine how RAID Logs are perceived and positioned RAIDLOG.com as an industry authority.

Strategic Content Approach: Aligning Audience Education with Market Positioning

Understanding the Market Need

RAID Logs (Risk, Action, Issue, and Decision Logs) are powerful project management tools that are often underutilized. Many experienced project managers default to Excel, while newer Agile practitioners are largely unfamiliar with RAID Logs altogether.

To address this gap, I structured the RAIDLOG content strategy for this series around:

✅ Educating veteran PMs on modernizing their approach.

✅ Introduce RAID Logs to Agile teams unfamiliar with the concept.

✅ Position RAIDLOG.com as a structured, cloud-based alternative to spreadsheets.

Why a YouTube Podcast Series?

Audience insights revealed that static content (e.g., blogs, whitepapers) wouldn’t be as engaging as a dynamic video format where industry leaders shared real-world experiences. The "Show Me Your RAIDLOG" podcast was designed to:

🎙 Leverage expert credibility to build RAIDLOG.com’s authority.

🎙 Address real pain points of project managers.

🎙 Encourage organic audience engagement through storytelling.

Executing "Show Me Your RAIDLOG": A Content-Driven Influence Strategy

I structured each episode around four core questions:

1. How did you first learn about RAID Logs?

2. Can you share when RAID Logs helped save (or prevent the need to save) a project?

3. What has been your biggest pain point when using RAID Logs?

4. What’s your favorite tip for using a RAID Log?

By featuring respected PMI and Agile thought leaders, we were able to:

✅ Expand RAIDLOG.com’s reach through guest networks.

✅ Shift mindsets by addressing common misconceptions.

✅ Provide actionable insights that encourage real adoption.

Positioning RAIDLOG.com as a Smarter Alternative to Spreadsheets

A key part of our messaging and the questions put forth for this series was to meet PMs or PMO leaders where they were—without dismissing their current workflows. Instead of simply saying, "Spreadsheets are outdated," we framed RAIDLOG.com as a familiar yet more powerful tool for:

🟢 Automation → Eliminating manual data entry inefficiencies.

🟢 Collaboration → Cloud-based access vs. static spreadsheets.

🟢 AI-driven insights → Built-in risk analysis vs. manual tracking.

This approach resonated with PMs hesitant to change, making RAIDLOG.com a natural transition rather than a disruptive shift.

From RAIDLOG Content Strategy to Market Influence

The "Show Me Your RAIDLOG" podcast became one of RAIDLOG.com’s most effective brand-building initiatives. It:

✅ Increased brand awareness through influencer engagement.

✅ Educated project managers at different experience levels.

✅ Strengthened RAIDLOG.com’s positioning as a modern PM tool.

✅ Created evergreen content that continues to drive engagement.

Kim Essendrup, CEO of RAIDLOG.com, Author of "The Ultimate Guide to RAID Logs, and co-host of the Project Management Happy Hour podcast, praised the initiative:

"I LOVE this content – very smart, demonstrates our leadership, trains on RAID, engages influencers – brilliant."

Thought Leadership as a Growth Lever

The success of "Show Me Your RAIDLOG" wasn’t just about numbers—it was about shaping the conversation around RAID Logs in the project management community.

Instead of telling PMs why they needed RAIDLOG.com, we showed them through real-world insights, expert discussions, and practical takeaways.

This initiative reinforced RAIDLOG.com’s credibility and set the foundation for future content-driven engagement, ultimately transforming how project managers think about RAID Logs.