Turning Existential Dread into Comedy, Community & Therapy with Blame it On Marketing
From Punchlines to Paid Reach: Emma & Ruta’s LinkedIn Survival Kit
What happens when two recovering B2B marketers stop asking for permission and start posting exactly what they wish existed in their own feeds?
Since hitting “record” on Blame It On Marketing, co-hosts Emma Davies and Ruta Sudmantaite have shipped 88 unfiltered episodes, turning first-date listeners into die-hard fans and cultivating a 500-member Slack-style community where marketers vent, workshop, and meme in real time.
But their real super-power isn’t audience size. It’s the way they they turn everyday marketing frustrations into scroll-stopping content that wins business, friendships, and a waiting list of podcast sponsors.
Below is the distilled playbook ready for your next LinkedIn sprint.
Humor cuts through the doom-scroll
“The sense of humor is, comes from the every day.” — Emma
Slack rants about an indecisive CEO? Weird comment you got from a prospect?
Emma turns that daily detritus into punch-line posts.
A genuine laugh snaps people out of trance-scrolling, burns your hook into memory, and lowers sales resistance—because nobody feels they’re being sold when they’re giggling.
Takeaway: Keep a running doc titled “Today’s WTF”. When something annoys or amuses you, jot the one-liner. Collect 5-7, then craft a carousel or 30-second selfie riff on Friday.
No filter, full founder-voice mode
“I can say whatever the hell I want now.” — Emma
Leaving corporate PR jail meant Emma could swap corporate-speak for blunt honesty.
The result? Right-fit clients lean in, wrong-fits eject themselves—saving everyone weeks of sales calls.
Takeaway: Write tomorrow’s post as if you’re texting your co-founder after two coffees. Don’t sand off edges—your sharp POV is the magnet that sorts fans from tire-kickers.
Timing myths? Post when you can
“I try not to time things and I try not to worry about what time I’m posting… it’s not an optimization I care about.”
Ruta ships the thought while it’s fresh, then pours saved energy into comment-threads where relationships compound.
Momentum beats minute-perfect scheduling every time.
Takeaway: Replace “best posting hour” spreadsheets with a 15-minute daily “publish & reply” block. Draft, hit post, then respond to five comments before you close the tab.
4. Document, don’t over-produce
“For me a lot of it is documentation.”
Instead of waiting weeks for polished video shoots, the pair screenshot Airtable dashboards, drop raw Looms, or share half-baked Notion docs.
Followers get a backstage pass; leads see proof-of-work in real time.
Takeaway: End each workday by exporting one rough artifact—a diagram, a messy spreadsheet, a code snippet—and write a two-sentence caption: What it is + why it matters.
5. Prep for LinkedIn’s pay-to-play shift
“LinkedIn… is very much becoming paid to play.”
Emma and Ruta regularly A/B-test boosted posts in Campaign Manager, treating budget like nitro.
Paid is great for amplifying winners, but be careful because its useless for boring creative.
Takeaway: Start with a small budget. Promote only posts that already earned solid engagement. Track cost-per-lead in a simple Google Sheet; kill anything above your target CPL.
6. Community beats algorithm games
“LinkedIn and social media has this power to actually bring people together.” — Emma
Algorithms fluctuate; relationships persist.
The podcast hosts herd podcast listeners into a private Slack where 500+ marketers trade templates daily—an owned channel that survives every feed update.
Takeaway: Launch a low-lift Circle or WhatsApp group for your top 50 commenters. Offer early access to decks or AMA sessions. Each member becomes a distribution node when algorithm reach dips.
Until next time, let’s stay connected…
Blame It On Marketing began as a cathartic side project—then morphed into a client magnet, speaking circuit, and friendship engine.
Yes, their hot takes repel a few button-up CEOs, but Emma’s fine with that: “So we’re just going to double down”.
If you’re starting from scratch, steal their closing advice:
Make a little plan… commit to it for a set time before judging the results.
In other words:
Define the three to five themes you can talk about forever.
Post and comment until the well runs dry.
Measure conversations, not just impressions.
Iterate—then double down on what sparks real DMs.
Emma and Ruta prove you don’t need a six-figure video budget or AI-optimized post timer. You need a human voice, a willingness to document the ride, and the courage to laugh at the chaos. Do that consistently, and you’ll build a feed (and pipeline) people actually want to visit on purpose.
If this episode resonated with you, follow Emma and Ruta follow them on LinkedIn. And don’t forget to check out the Blame it on Marketing podcast and community too.
For more unfiltered conversations with LinkedIn founders, creators, and influencers, subscribe to LinkedIn Famous and stay tuned for future episodes!
Check out the full episode on your favorite platforms below.
And if you need help with your LinkedIn strategy, connect with your host with the most, Brad Zomick, on LinkedIn! Send him a DM and let him know what’s holding you back—whether it’s finding your voice, crafting scroll-stopping content, or building a strategy that actually drives business reslts. He’s here to help you get LinkedIn Famous…