Looking for a senior role in B2B Content Marketing

A B2B Content Marketer with 6 years of experience and PROOF of results

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Point of Failure 1: Lack of strategic narrative

Contrary to what you may see on Linkedin, the typical tips & tricks type of content to become an industry leader attracts some viewers, but it doesn’t push buyers any closer to buying from you.Elon Musk is a car industry expert. He makes valuable content about the industry. But who are you buying the solution from when your car door gets a big scratch? The expert on that specific problem: an auto body shop.Posting random and unconnected pieces of advice is why your audience doesn’t even know how your brand can help them!Trust is needed for people to buy from you. But trust related to the specific problem that you solve.In other words, you need a strategic narrative.

Point of Failure 2: Messaging about your brand, benefits, or “solution”

Most B2B content follows the traditional Jab Jab Hook content tactics used in B2C. You give free value content and then after a while you make a pitch for your service, talking about your brand, generic benefits, or “solution”.It ends up sounding like this:"Here's some random advice on state of {generic and random topic you can find on ChatGPT}. Blah Blah Blah. Oh, by the way... We're revolutionizing state of the art technology for {general industry}. Want to check it out?"Unfortunately, no one cares about your brand (aka a group of strangers).Generic benefits are a Nice-To-Have that you can get from any service (i.e. which martech tool doesn’t promise turbocharged revenue?).And your solution is not seen as a solution when you don’t frame the problem it solves.This works in B2C when a valuable pitch is all that's needed. This is not the case in B2B.

Point of Failure 3: Strategy not aligned with driving high intent pipeline

Many B2B content marketers don’t understand how content actually results in leads and revenue.To sell the benefit of their content, they claim very vague success like:- Trust
- Brand awareness
- Thought leadershipAnd although these ARE important, the CMO is getting beat up by the C-Suite because Marketing isn’t driving enough leads for Sales.The traditional approaches of B2B content doesn’t lead to 1) high intent 2) highly qualified 3) inbound booked calls or demos that 4) close more and 5) stay for longer (LTV).

1. Create & capture demand

The more visible the problem and the pains it causes are in the mind of buyers, the more they will perceive the need for your solution to it.For out of market buyers that aren't problem aware, you make them aware.For out of market buyers that simply aren't ready (i.e. lack of budget), you'll be remembered as the solution when they face the problem.And in both cases, you will...

2. Become the only obvious choice

When you’re the brand that understands their problem the best, they see you as the only obvious solution.By focusing on the problem, buyers are no longer considering other choices. They're too focused on solving the problem.When the doctor educates you on your problem, you don't say, "Hmm where else can I buy a service that will solve my problem."You say, "Doc, give me the solution!"

3. Build relevant trust

When you market your brand, people think you want their money.When you market your solution, people think you want their money.When you market their problem, people think you want to help them.

All of which results in...

→ more high intent inbound calls (painful problems need solutions)→ higher win rate (prospects see you as the only obvious solution)→ shorter sales cycles (painful problems force urgent action and prioritization)