Why content? Why build in public?
I spent years writing code no one knew about. Content changed everything. Here’s why I started — and what I’d tell myself earlier.
Distribution before product
I learned this the hard way with MagicSell.
You can build the best product in a category and it doesn’t matter if no one finds it. Code is not distribution. Features are not distribution. A good product is the baseline — not the advantage.
Content is distribution. The posts you write, the videos you make, the things you share publicly — these are how people find you, trust you, and eventually buy from you.
I started posting publicly after realising that building in silence was a bet on luck. I don’t like that bet.
What building in public actually means
It doesn’t mean posting your revenue every week or oversharing personal stuff.
It means documenting the process. The decisions you made and why. The things you tried that didn’t work. The things that did. The problems you’re working through.
People don’t follow products. They follow people who are working on interesting things and are honest about it.
I post about MagicSell — what I’m building, what broke, what I learned from talking to store owners. It’s not polished. That’s the point.
My content stack
adijha.com — this blog. Long-form, SEO-driven. Permanent record of ideas and lessons.
Twitter/X — daily thoughts, quick updates, links. Where I talk to other founders and engineers.
Instagram — video-first. Build journey content, founder life, technical explainers. This is where I invest most right now.
LinkedIn — B2B distribution. Shopify store owners, e-commerce folks. More formal than Twitter but still first-person.
Each platform serves a different part of the funnel. Blog builds long-term search. Twitter builds peer credibility. Instagram builds audience. LinkedIn builds B2B reach.
What I’ve gotten from it
Inbound interest on MagicSell from people who found me through content. People reaching out about projects because they’d read something I wrote. Connections with founders I wouldn’t have met otherwise.
None of it happened in the first month. Content compounds slowly. A post I write today might drive traffic for two years. A thread that got 10 engagements last year occasionally gets found and reshared.
The return is real, it’s just not immediate.
How to start with 0 followers
Pick one platform. Post once a week. Don’t wait until you have something impressive to share.
The content people care about most is not “I hit $10k MRR.” It’s “I tried this thing, it didn’t work, here’s what I learned.”
If you’re building something, you already have content. You just haven’t written it down yet.
The takeaway
Content is a distribution strategy, not a vanity metric. Start before you’re ready, post consistently, and be honest. The audience comes later — but only if you start now.
Building something? Follow me on Instagram and Twitter — I document everything.