Marketing Waiting Room? by Justi CG

"What content should we create?" "What channels should we focus on?" If you keep asking yourself these questions and creating content feels like reinventing the wheel every time - you don’t have a content problem. You have a strategy problem. When you know what game you’re playing, content stops feeling like mental torture. It becomes a creative playground. That’s why I created this Strategic Content Cheatsheet - to help you align your content with your positioning. There are four core positioning strategies and each one requires a different content approach: 1. Category Creation → You need thought leadership and bold content that challenges existing assumptions. 2. Competitive Differentiation → You need product-led content and comparison-based messaging to prove why you’re better. 3. Price Leadership → You need to highlight savings and lower barriers to switching. 4. Niche Domination → You need industry-specific content that proves you deeply understand your audience’s world. When your content aligns with your strategy, you know what to say, how to say it and where. Hi! I’m Justyna - I help growth-stage startups and SMEs fix their positioning and turn it into content. I have one client slot opening up in May → DM me if you want to take your content from "scattered meh” to "strategically magnetic” in just a few weeks.

Content creation without clear positioning and value prop feels like mental torture. Who’s been there? Dear content teams, let’s air it out: What’s the most soul-crushing part about creating content without a clear direction?

Most content problems aren’t content problems - they’re strategy problems. I’ve felt this pain firsthand as a head of marketing - and now I see it with my clients all the time. Content teams are stuck in production mode. Churning out assets with no clear direction. No alignment. No focus. Just… output. And it shows: -> "Briefing the content team feels like mental gymnastics every single time." -> "We’re going to a trade show, and we have no idea what material to prepare for our booth" -> "We produce so much… but still we have no usable content that really makes a significant impact" If you know your market position and the unique value your product brings → you know what to say, how to say it, and where to say it. That’s when content development and media planning stops feeling like a grind - it flows naturally and your team’s creativity is focused on what matters for the business. Sales conversations become easier because the story is consistent. Everything just…clicks. And the best part? Most of the time, just 1 or 2 cross-team workshops are enough to figure this out and unlock a whole new level of creativity and impact. _______ Hi! I’m Justyna - I help growth-stage brands solve their content problems by sharpening their positioning and value proposition.

“Our clients choose us because they had a bad experience with the competitor.” – What’s the problem with that? That’s reactive positioning - and it’s dangerous. - You’re not the first choice — you’re the rebound. - Your growth depends on the competition’s failure. - It points to a lack of differentiation — clients aren’t choosing you for your value; they’re escaping the other guy’s mess. And here’s why that’s a problem: 1. If clients choose you because the competitor failed → you haven’t clearly defined your value. 2. If your value isn’t clear → it’s hard to communicate. 3. If it’s hard to communicate → it’s hard to build visibility and brand awareness. 4. If you’re not building visibility → most of your market doesn’t even know you exist. That’s why your sales are likely coming from account execs who know when a competitor screws up — and jump in to win the deal. But that’s not a growth strategy — that’s luck, and it doesn’t scale. You need clients to come to you because of your strengths — not because someone else failed. You want to scream from the rooftops that your product is great. But you don’t have the words... As a result: - Briefing your content team feels mentally draining. - Your content is always “meh,” never “wow.” - You compensate with quantity — but it’s not landing. So you stay quiet. Nobody knows you. Nobody remembers you. I help growth-stage brands define their unique value and positioning — and translate it into a content and media plan. So you always know what to say — and where to say it. I have one slot open for a new client project in May (it usually takes 1–2 months end-to-end). Stop being the rebound. DM me if this is your problem. Let’s make you the first choice.

How I accidentally coined the "Marketing Waiting Room" concept. Last year I worked with an ambitious enterprise CEO He had a big goal: “By 2030, I want 250 new client deals.” But there was a problem - painfully long sales cycles. He knew he needed to start now but wasn’t sure how. I told him: “Your marketing will reach future clients. But you can’t predict when they’ll be ready to make a deal. You can’t expect action from a couple of ads or emails.” Then I blurted out: “It’s like… building a waiting room. Holding space in your buyer’s mind until the buying trigger kicks in.” His eyes lit up. “AHA! That makes so much sense!” Next thing I know, he’s rallying his team: “What should our Marketing Waiting Room look like? What content should we create to bring it to life?” It felt surreal… I sat there, watching it unfold. This casual remark had now become the centrepiece of a strategy session in a corporate conference room. When I shared it on LinkedIn, it blew up. Marketers began referencing it in their posts, and my inbox was filled with messages from people telling me how much the concept clicked with them. Who would have thought that an offhand comment in a client meeting would spark a movement? Today, Marketing Waiting Room? by Justi CG is a growing brand helping ambitious teams claim space in the buyer's mind by uncovering what makes their product remarkable and turning it into unforgettable content. Have you ever had a random idea turn into something bigger than you imagined? I'd love to hear your story!

Sometimes, I spend more time on creative visuals than on copy. A few years ago, that would have sounded insane to me. Back in my growth hacking days, I used to think that creative and visual work was beneath me. We [the “data-driven” marketers] thought we were superior. We had the dashboards, the reports, the numbers. Proof of impact. We launched ads, optimized campaigns, and moved the needle. Creative work? That was decoration. Nice-to-have. Secondary. I was wrong. Today, I know that visual creative is the real growth hack. If you know how marketing really works, you know it’s about getting people to notice, remember, and recall you when the buying decision comes. And the fastest way to lock yourself into someone’s memory? Through visuals. Just think of some B2B brands. Which ones come to mind? Why do you remember them? What sticks with you? - People remember 65% of visual content after three days - but only 10% of text. - Visuals create stronger neural connections and are stored in long-term memory more effectively. - Visuals are processed in the amygdala - the brain's emotional centre where buying decisions are made. This isn’t about making things “look good.” This is about winning the mindshare game. That's why when I saw Mary Keough's viral post where she says: “There are some weeks where I spend more time analyzing, brainstorming and briefing visual creative than I do on copy.” I pounded the table. YES! She’s right! So I invited her to a LinkedIn Live to unpack this: - Why visual creativity is a mental availability driver. - How B2B marketers can make their products feel real even when selling the invisible. - How to make the case for investing more in visual marketing. L I N K in the comments!

For years as Head of Marketing, I dreaded content work - not because I didn’t enjoy it, but because every piece felt like starting from scratch Every blog post Every social post Every trade booth? Every landing page Every performance ad It felt like reinventing the wheel EVERY. SINGLE. TIME. And I also knew why: Lack of clear positioning and a strong value proposition. I tried to get leadership buy-in to dedicate time to this, but it was always pushed aside: “Not now, we have a pipeline to fill.” So, I started doing it on my own IN STEALTH MODE: - I’d do some research after hours to understand the market landscape and make my job easier later. - I trained myself to sneak positioning work into leadership meetings, campaign planning, and strategy discussions. - I’d drop probing questions that subtly exposed how unclear our target audience and messaging really were. Little did I know that this quiet, behind-the-scenes work would later become the foundation of my Mind Reader workshop. Today, I help marketing teams solve their content struggles by fixing the root cause: positioning, value prop, and messaging. Because when those are clear, content becomes effortless. I wonder how many marketing leaders here can relate to this? Curious about your experiences! Let me know in the comments ??

Call me crazy, but I like to start with short-form content - unlike most approaches I see on LinkedIn. I like to test angles and ideas on socials before turning them into long-form stuff. I guess I'm weird like that. My favorite tactic? When I see a viral post on a topic I vibe with, I reach out to the author and invite them to a LinkedIn Live. That conversation then becomes a YouTube video. Sometimes, I turn it into an article. Curious about your processes for ideation, planning, testing and creation. Let me know in the comments ??

B2B content creation happens in one of two ways… APPROACH 1: The proper way Content is a result of following these steps: 1. Segment your market 2. Pick your ideal segments to target 3. Position your brand strategically 4. Define a clear value proposition 5. Define your key buying situations (Category Entry Points) APPROACH 2: The real way (a.k.a. B2B Content Roulette) Content is a result of momentary inspiration: - The CEO’s latest shower epiphany - Whatever goes viral on LinkedIn - A random Slack thread with too many thumbs-ups - Your intern’s lukewarm take on B2B marketing - That one time a competitor did something cool _____ And this is exactly why teams struggle to deliver impactful marketing assets. The result? - Your best content is a lucky accident - you have no idea why it worked and how to repeat it - You’re drowning in one-off, disconnected pieces with no clear narrative - You’re re-explaining your core message in every single content briefing and every time it feels like you’re reinventing the wheel - Competitors are shaping the market conversation, while you’re stuck in reactiveness - Your team keeps recycling the same uninspired ideas Be honest: Which approach do you see more often?

Back in my growth hacking days, I looked down on the creative team - the designers, creative directors, videographers etc. We [the "data-driven" marketers] saw ourselves as superior. We had the dashboards, the reports, the numbers.? Proof of impact. We launched ads, optimised campaigns, and moved the needle. Creative work?? That was decoration.? A nice-to-have.? Secondary. Now, I wish I could turn back time. I wish I had understood the power of creativity 10 years ago. Because beyond listing features and using persuasion tactics, there’s a hidden force that influences buyers - latent value. It’s the “invisible” pull that makes big brands big. The reason some products just *feel* more compelling. And it’s exactly why my past marketing efforts felt harder than they should have. I wasn’t leveraging strategic and visual creativity to go from “ignored” to “in high demand”. When I saw Mary Keough's viral post: "Visual creative is a strategic differentiator." I pounded on the table! Yes! She’s right! So I invited her to a LinkedIn Live to unpack this. We’ll dive into: - Why visual creativity isn’t just aesthetics - it’s a mental availability driver. - How B2B marketers can make their products feel real, even when selling the invisible. - How to make the case for investing more in visual marketing - What makes a marketing visual effective (beyond just looking good) If your buyers can’t picture it, they won’t buy it. Let’s talk about how to fix that.