I’m an all-round creative and marketer, and can provide the following services for your business. Email theo@theostowell.me if you want any further information (go to tstowphoto.com for photo and video services)…
Email Marketing
Founding PARAZETTEL, I built an education business from the ground up, through organic written content and later video content. Despite this, the business wouldn’t have gotten to where it is today if it wasn’t for email marketing.
Making use of my followers’ inboxes allowed me to gauge interest in the product and what a handful of eager volunteers thought about it pre-release, before integrating their suggestions and first launching successfully in September 2023 (read this first email marketing sequence here).
The emails went to 145-160 people depending upon whether you look at the start/end of the weekend. Here are the results…
This created a return of £7.17 per subscriber minimum, well over the education industry standard of $1-3 per month per email subscriber. This was to an audience that didn’t exist eight months prior, which was when I first started publishing on Medium
So how did I build this audience? Through informational content writing (a lot of it)…
Content Writing
“So, which was more valuable to my life, the NYTimes Russia coverage or Theo’s article on tagging strategies in Obsidian? Obviously this tagging article.” - Tony Stubblebine, CEO @ Medium.com (read the mention)
The outbound marketing for the above parazettel to gain leads was and still is primarily informational article writing on https://medium.com/@theostowell. At the time of writing, in June 2025, I’ve shared over 100,000 words on the platform to the tune of 170,000+ viwes.
The article that the quote at the top of this section refers to is one of my most popular on the platform, and can be found at Supercharge Your Tagging in Obsidian With The Secret Building a Second Brain Bonus Chapter. It returned the following stats…
Aside from this piece that performed very well, I’ve got others that have done similar numbers…
Organising Your Notes in Obsidian — A Complete Guide - 7.4k views
Your New Obsidian SuperpowerHow to Use Folder Notes - 6.5k views
Using Obsidian to Build a Website - 4.3k views (Although this has fewer views, it ranks 3rd for ‘obsidian to build website’ and ‘build obsidian website’ queries on Google, behind only the actual Obsidian Publish website and a Reddit thread. It ranks 6th for ‘Obsidian website’ too.)
My best recent piece, which talks about note-taking theory has guided a significant proportion of traffic to PARAZETTEL’s email list signup page over the last month, even weeks after publishing…
Medium articles are still the most effective method of driving leads to PARAZETTEL’s signup page, having been so ever since I started collecting emails.
My success with writing on Medium and my own newsletter and website is why I offer content writing as a complete and separate service to more general social media strategy and content. But I do also offer the latter…
Social Media Content + Strategy
I’ve been creating other content more recently to contribute to marketing for PARAZETTEL. YouTube has been one of the more successful examples of this, with some of my videos picking up thousands of views (watch the most popular one here).
For a while I posted my ideas on Twitter, however now I just keep that place for more personal insights, driving traffic from there to my personal newsletter Fundamentalised instead.
Here are some of the older posts that resonated with my audience…
A thread about using Obsidian on mobile
A post about my current Obsidian system
Across both of these, as well as the Medium posting above, I’ve had to develop content scheduling and batching strategy to be able to stay relevant in my readers’ and viewers’ eyes. Doing so has included learning and implementing tools like YouTube Studio and Typefully, which I still use when it’s time to post more content for PARAZETTEL.
Get in touch if any of the above is what your business is looking for. I’m at theo@theostowell.me and will respond within 24 hours.