From Invisible to Irresistible

Unlocking B2B Content Marketing Success

Hey there, B2B marketers! Ever feel like your content marketing efforts are going unnoticed? Trust me, you're not alone. Traffic and lead generation are critical, and I’m here to show you how to make it work for you.

My Content Marketing Journey

I started with a blog way back in ’06. This led to the publishing of my first book in ’08, which became an Amazon best seller, reaching a high of #68 out of Amazon’s 17 million books. My second book also became an Amazon best seller, and I went on to work on numerous B2B content marketing campaigns for everyone—from mom-and-pop shops to global tech giants.

Today, I use LinkedIn as my core platform for publishing content, and I thought I’d use it to share some insights gathered from the many campaigns I’ve worked on.

The “Number One Problem”

If I asked you to define a successful content marketing outcome, could you do it?

Seems simple, right?

But it’s not.

It crosses various functions, roles, and tactics.

Is it traffic? A specific amount over a specific time frame? Is it lead generation? How many leads? How qualified are these leads? And, of course, is it a particular amount of revenue?

The biggest challenge is what appears to be the simplest: defining a success outcome for your content marketing campaign.

The “Content Marketing Graveyard”

What causes most content marketing projects to die?

It’s the inability to reach their intended audience—both in terms of where the audience is located online and with messaging that aligns with where they are in their buyer’s journey. And let’s be real, the B2B buyer’s journey is not linear.

When I dig into this with clients, no matter where we start discussing reaching the audience, we often end up with the question, “Is LinkedIn still an effective channel to use to find my audience?”

The simple answer is yes.?

The more thoughtful response is, it requires a process.

Is LinkedIn “Worth It?”

You might be wondering before I invest my time into a process, "Is LinkedIn still worth my time?" Absolutely!

LinkedIn remains a powerhouse, especially for B2B marketing aimed at generating leads from your target audience.

Imagine LinkedIn as a bustling marketplace. Your profile is your storefront, your posts are the flyers you hand out, and your messages are the friendly chats that turn passersby into loyal customers.

Don’t be afraid to inject some personality. A little humor can go a long way in making your content relatable and memorable.

Prospecting Like a Pro

Using LinkedIn doesn’t have to be challenging. Focus on these four steps:

“Build Your Storefront”

• Use a professional photo.
• Ensure your headline clearly states what you do, who you support, and what you achieve for them. This defines your brand as you interact on LinkedIn.
• Treat your header image as a billboard. Highlight your benefits and update it frequently

“Hand Out Your Flyers”

• Know your audience and create content that addresses their needs and provides solutions they seek.
• Post multiple times per week.
• Think of it as a conversation. If you stop talking, the audience walks away.

“Chat With Those Who Passersby”

• Use Sales Navigator to build a “leads list” targeting specific titles, industries, locations, and company sizes. (this is a paid tool)
• Aim to build a leads list of at least 5,000 people. Invite around 20 people per day from this list
• Don’t send standard invites. Craft a simple message highlighting something in common, like an industry, group, or piece of content.
• Done well, this should yield about 30+ acceptances, leading to ~1500 – 2000 new targeted contacts a year.

“Continue the Conversation”

• Engage with your new contacts regularly.
• Keep posting your content, which will show up in their feeds.
• Remember to “give” before you “ask”—build relationships with your targeted audience.

Action Tips for Today

• Define your outcome for success with your content marketing.
• Define the audience you want to reach.
• Consider using LinkedIn to help with that reach.

B2B content marketing transformation is all about having the right approach.

I remember a small business owner who doubted LinkedIn's potential. After six months of implementing a similar strategy, they not only generated leads but also had a new channel that drove new revenue. Their words to me: “It feels great to wake up and have meetings set in my inbox!”

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Let Jon and I make B2B content marketing work for you and take your business from overlooked to overbooked!