Leo pitched and wrote guest posts for other sites, using services like MyBlogGuest and BloggerLinkUp early on and later emailing editors directly. He described ramping from 1 post a week up to 2-3 posts a day, and in a separate interview put the total at 350 articles in the first nine months (3-4 a day 'after a while'); the 2012 interview instead put the guest-post count at roughly 150 in about 9 months. Both figures come from Leo himself but in third-party-published interviews, not his own blog, and the two interviews disagree with each other and with the story record's '350 guest posts... 2-3 articles daily' framing.

Leo's own explanation, published on Buffer's blog under his byline, is that picking one single marketing strategy and focusing on it (content marketing, in Buffer's case) for the first year kept the young company from spreading itself too thin across many channels at once.

“At Buffer, we employed a single marketing strategy for the first year or so – which in our case was content marketing – and it’s been one of our best decisions in order not to spread ourselves too thin.”

Once Buffer had already been covered by, or guest-posted on, most of the relevant blogs and tech press in its niche, Leo says the team eased off pitching new guest posts and shifted the same writing effort into fewer, higher-quality pieces on Buffer's own blog, aiming for about one strong piece a week instead of a high daily guest-post volume.