12:31Tommy Clark · Listicle
7 LinkedIn Lessons From 10,000 Posts
Seven years and over 10,000 posts distilled into seven lessons on hooks, storytelling, and getting seen on a volatile platform.
September 6thThe argument in one line.
B2B content marketing fails in 2026 not from posting too little but from having no real source material, so the fix is replacing manufactured content with recorded conversations between founders, employees, and customers.
Read if. Skip if.
READ IF YOU ARE…
- You run or work inside a B2B marketing team that's increased content output without seeing more trust, leads, or pipeline.
- You're a founder or marketing leader wondering why professional-sounding, feature-focused content isn't converting.
- You want a repeatable system for turning real conversations into a content plan instead of guessing what to post next.
SKIP IF…
- You're a B2C or consumer-brand marketer; the audit and framework here are built specifically around B2B buying relationships.
- You're looking for tactical posting-frequency or platform-algorithm tips rather than a sourcing and strategy shift.
The full version, fast.
Most B2B marketing teams responded to falling results by producing more, more channels, more ebooks, more posts, but everyone now has access to the same AI tools, so output volume stopped being a differentiator and the baseline of mediocre content just rose. The real problem is that content gets manufactured in a marketing silo with no human in the loop, instead of coming from real conversations with founders, employees, and customers. The fix is the SALT framework: Surface a genuine conversation, Analyze it for quotable and internal insights, Launch it across every channel, then Transform it by mirroring the customer's own language back to them. Conversations, not content volume, are what build the trust that drives B2B pipeline.
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00:00 – 00:59
01 · B2B Marketing Intro
Content marketing only has two jobs in 2026, drive visibility and be authentic, and most B2B teams are doing neither.
00:59 – 02:50
02 · The Mistakes Every Business Is Making
Everyone has access to the same AI tools, so more output just raised the floor of mediocre content instead of differentiating anyone.
02:50 – 03:41
03 · Build Connection With Your Audience
Words like 'trusted and professional' are poison for a brand; real trust is built across multiple interactions, not one polished asset.
03:41 – 04:33
04 · The Problem With Your Current Content
Most B2B content is made in a silo by the marketing team alone with no human in the loop, which is why social media has become anti-social.
04:33 – 05:36
05 · What Your Content Should Be Reflecting
Content should mirror real events, conversations, and problems, sourced from engineers, product managers, leaders, and customers, not just marketing.
05:36 – 07:42
06 · The Role Of Marketing
Marketing is the connective tissue of a company; one VP described her job as sitting at the intersection of customer stories and employee satisfaction.
07:42 – 08:14
07 · The Problem With Using AI
AI isn't the problem, the absence of real people and real conversations feeding it is.
08:14 – 11:27
08 · Auditing Your Own Content
Her client-audit process: scan the last 25 posts for vibe and emotion, check whose face is on them, and check founder posting frequency on LinkedIn.
11:27 – 12:20
09 · 3 Simple Questions To Ask About Your Own Marketing
Where did the idea come from, whose voice is represented, and could a competitor post this with their logo and it still make sense?
12:20 – 14:49
10 · How To Come Up With Marketing
Ask who you're going to talk to instead of what you're going to post; a single customer interview about a timely problem becomes real source material.
14:49 – 18:30
11 · How To Start Implementing This
The SALT framework: Surface a genuine conversation, Analyze it, Launch it across channels, Transform by mirroring the customer's language back.
18:30 – 20:58
12 · The Results Of Starting Conversations
A podcast host converts more clients from guests than listeners; her own interview series generated at least 30 warm pipeline conversations.
20:58 – 21:27
13 · Start Now
Closing CTA: book a marketing audit call, and a pointer to a companion video on what's working in content marketing now.
Lines worth screenshotting.
- Everybody has access to the same AI tools now, so producing more content no longer differentiates anyone, it just raises the baseline of mediocre content.
- B2B content marketing's real failure was never volume, it was a lack of storytelling and relationship-building.
- When a brand strategist asked her clients' own contacts to describe them, the answer was almost always 'trusted and professional,' words that are poison for a brand because they lack personality.
- Trust doesn't form on first contact, it forms across multiple interactions where someone sees your character under different conditions.
- A lot of B2B social content is created in a silo by the marketing team alone and posted with no human in the loop, which is why social media has become anti-social.
- Marketing's real job is to surface the value that already exists inside a company, not manufacture new value from nothing.
- When marketing teams can't access real people and real conversations, they turn to AI to fill the gap, and that makes the content worse, not better.
- LinkedIn's algorithm favors individual profiles over company pages, so a founder's post reaches further than the same post from the brand account.
- The real diagnostic question for any piece of content: could a competitor paste their logo on it and it would still make sense? If yes, there's no real source material behind it.
- The SALT framework turns one customer conversation into a flywheel: Surface the story, Analyze it for insights, Launch it across every channel, then Transform it by mirroring the customer's own language back.
- A podcast host found he converted more clients from his own guests than from his listeners, proof the conversation itself generates pipeline before the content ever gets published.
- One interview-based content series produced at least 30 warm pipeline conversations from a single campaign, without needing 30 new clients to call it a win.
Marketing's real job is to surface conversations, not manufacture content.
WHAT TO LEARN
B2B content stops blending into the feed the moment it's sourced from real conversations with founders, employees, and customers instead of manufactured alone by the marketing team.
01B2B Marketing Intro
- Content marketing only has two jobs in 2026, drive visibility and be authentic, and most B2B teams are doing neither.
- Posting more, in more formats, on more channels isn't fixing the problem, it's the exact behavior that created it.
02The Mistakes Every Business Is Making
- Every team now has access to the same AI tools, so producing more content stopped being a competitive advantage and just raised the floor of average content everywhere.
- The volume increase didn't make B2B content better, it made a bigger pile of mediocre content that nothing stands out from.
- Education used to be the differentiator because marketers had information buyers didn't, but that advantage is gone now that everyone can access it instantly.
03Build Connection With Your Audience
- When a brand strategist's clients were described by their own contacts, the answer was almost always 'trusted and professional,' words with no personality that function as poison for a brand.
- Trust is built the same way in business as it is personally, across multiple interactions where someone sees your character, not from a single polished asset.
- A string of disconnected blog posts from an anonymous marketing team can't manufacture the kind of trust that comes from an actual relationship.
04The Problem With Your Current Content
- Most B2B social content is created in a vacuum, the marketing team invents an idea, a designer builds it, and it posts without a single conversation with the rest of the company.
- Social media becomes anti-social when nothing in a post reflects an actual conversation with a customer, employee, or founder.
05What Your Content Should Be Reflecting
- The best social content mirrors what's actually happening, the events you're attending, the people you're meeting, the problems you're solving for customers right now.
- Engineers, product managers, and leaders inside the company are a more credible, more interesting source of content than the marketing team alone.
06The Role Of Marketing
- Marketing functions as the connective tissue of a company, communicating internally and externally what's already happening rather than inventing messaging from scratch.
- One VP of marketing described her role as sitting at the intersection of customer stories and employee satisfaction, since capturing employee stories drives engagement on its own.
- The author named her company Salt because marketing's job, like salt, is to bring out the best of what's already there rather than add something artificial.
07The Problem With Using AI
- AI isn't the problem with weak B2B content, the absence of real people and real conversations feeding it is.
- When a marketing team has no access to real source material, AI just fills the gap with generic output, which makes the underlying problem worse, not better.
08Auditing Your Own Content
- A content audit starts with the last 25 posts and asks about vibe, not format, is there any emotion or depth, or is it all 'here's what we do, like us'?
- A technically well-made meme can still fail if it centers an inside joke instead of a feeling the actual buyer recognizes in their own day.
- Check whose face is on the posts, no real human, whether founder, employee, or customer, is a signal the content has no real story behind it.
- LinkedIn's algorithm favors individual profiles over company pages, so a founder's personal post, or a collaborative post with the company, reaches further than the brand account alone.
093 Simple Questions To Ask About Your Own Marketing
- Ask where the idea for a piece of content actually came from, the marketing team alone, or a founder, employee, or customer conversation.
- Ask whose voice is represented, content built from only one voice is flatter than content that blends experts, founders, and customers.
- The gut-check question: could a competitor paste their logo on this post and it would still make sense? If yes, the content has no real source material behind it.
10How To Come Up With Marketing
- Instead of asking 'what are we posting this month,' ask 'who are we going to talk to,' then let those conversations become the source material for the content plan.
- A single customer interview about what's keeping them up at night, like a new tax law forcing a project change, hands marketing a timely angle nobody could invent from a desk.
- Timely problems have a shelf life, what's keeping a customer up tonight won't be what's keeping them up in three months, so the conversations have to be ongoing, not one-time.
11How To Start Implementing This
- The SALT framework turns one real conversation into a repeatable system, Surface a genuine conversation, Analyze it for quotes and internal insights, Launch it across every channel, Transform by mirroring the customer's language back.
- Surfacing isn't asking a customer to say something nice, it's a genuine conversation about before and after, which reveals the product's real value was never a feature, it was the impact.
- Analyzing one conversation produces homepage quotes, internal signals for product and engineering, and emotionally resonant language, all from a single recorded call.
- The flywheel compounds, each conversation creates more insight and more content that actually resonates, instead of each post requiring an entirely new idea.
12The Results Of Starting Conversations
- A podcast host converts more clients from his own guests than from his listeners, proof the conversation itself generates pipeline before any content is even published.
- An interview series built from real B2B marketing conversations generated at least 30 warm pipeline conversations from one campaign, without needing 30 closed clients to count as a win.
- The brand-marketing-versus-performance-marketing debate resolves once you see conversations as the source, the same conversation builds the brand, generates the content, and drives the pipeline at once.
Terms worth knowing.
- SALT framework
- An acronym (Surface, Analyze, Launch, Transform) for turning one real customer conversation into a repeatable, multi-channel content system.
- LinkedIn collaborative post
- A LinkedIn feature that lets a founder's personal post officially co-post with the company page, extending its reach to both audiences at once.
Things they pointed at.
Lines you could clip.
01:18
“Everybody has access to the same tools, so everybody's just producing more.”
03:18
“We asked the intern to write 10 blog posts this week and suddenly assuming our audience is gonna be like, did we just become best friends?”
18:49
“I get more pipeline from the guests on my podcast than the people listening.”
20:30
“Your content is really doing double duty, not only is the process of creating it driving pipeline, but you're also building your brand.”
Word for word.
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metaphoranalogy
In this video, I'm going to show you exactly what you need to be doing for B2B content marketing in order for it to actually start working again this year. Okay, so here's the thing. There's only two things that your content marketing needs to do this year.
It needs to one, drive visibility, and two, it needs to be authentic. That's it. And the majority of B2B businesses are not doing either.
Instead, they're doing more, more, more, more channels, more content, more posting, more eBooks, and it's not working. At some point, instead of talking about your features and saying that you're trustworthy, you're going to actually have to start building relationships with your audience. So over the next few minutes, we're gonna talk about the mistakes that other B2B marketing teams are making so you don't make those same mistakes.
And then we're gonna start talking about what you should be doing instead and how you should be thinking about content in 2026. My goal is to help you build trust, visibility, and pipeline for your business. B2B content marketing has really changed over the last few years.
And many teams started reaching for more, more posting, more eBooks, more downloads. And they thought that because their team could produce more with the new technology that was coming into the market, that was gonna solve all their issues. The reality is, is that everybody has access to the same tools.
So everybody's just producing more. A solopreneur selling a course online for 2 .99 has the same exact tool set that someone in a Fortune 100 company has. started creating more, faster, faster, more content and nothing ever got better.
Like the baseline of terrible content went up, but then there was just more mediocre content. What we're left with is a ton of content and nothing is standing out. Everybody feels like they're behind.
Everybody's downloading the ebooks, but nobody's reading them. Content marketing didn't really have a problem with volume. We had a problem with storytelling.
We had a problem with creating and building relationships through the content that we're creating. Because for a long time, we used to rely on education. We have the information that our customers don't have.
But now, again, everybody has access to the same types of information. So in order to stand out, you have to be doing something different i was talking to a brand strategist her name is chelsea murray she asked her clients to text five of their friends and asked them to describe them in a few words.
If I ask the client that without any context, they're going to say, I want to be seen as trusted and professional. And honestly, those are poison to your business because they lack personality. I don't make a habit of using trust and poison in the same sentence.
But the fact is, is that when everybody is trying to do the same thing, build trust inauthentically. It really is . Instead, we need to start thinking about something a little bit deeper.
We need to start thinking about marketing in terms of connection. How are we building connection with our audience? You're not going to do that with an infographic that you pulled from ChatGPT.
And it's not living on your blog either. Connection comes from multiple touch points. It comes from a depth of a relationship.
A lot of B2B content feels like we asked the intern to write 10 blog posts this week and suddenly assuming our audience is gonna be like, ? That's just not how trust works.
I want you to think about somebody that you trust in business right now. Did it happen on first meeting them or did it happen over multiple interactions where you got to see their character, the way they spoke, the way they handle difficult situations? That depth of seeing somebody in different environments is what creates that connection.
I'm going to say something a little crazy, but the problem with your content may not actually be the content itself. A lot of social content is not social in nature. A lot of companies are expecting marketing teams to create content out of thin air in a silo.
And somehow social media has become anti -social. I recently did a social media audit of one of my B2B clients. And something that I realized as I was going through their social media of what they were posting was that it was all created in a vacuum.
It was the marketing team coming up with an idea. having the designers create it, and then posting it. They didn't talk to anybody else in the company.
There was no human in the loop. There was no conversation that was had with the customer or employees or the founder. It had no soul.
And even more than that, social media should really be reflecting what is happening. I want you to think about the way that you use social media personally. When you post to social media, are you posting something because you think it's a good idea?
Or are you sharing what's actually happening in the real world? The best social media is a reflection of the events you're going to, the people you're meeting, the conversations that you're having within your organization, the problems that you're trying to solve for your customers. And most importantly, it has to do with your customers.
It's a connection and a conversation. with the people that matters most. Engineers and product managers are solving real problems for customers every single day.
Your leaders, they bring authority and personality and a real POV to your messaging. And your customers have deep, rich stories with emotions that are gonna help connect with potential buyers. It's going to make all of the thought leadership and content that you're creating internally more reputable.
and feel more connected honestly. And it's not all marketing's fault. it's this perception that oh that's marketing's job so i'm a pretty independent person and i thought all of that was pretty normal like i'm in marketing i'll take care of the marketing communications you guys have your engineering work to do taking care of the customers running the company i get it you don't have time for content that's my job right meanwhile i was also being pulled into other things outside of marketing right like how do we throw a party for our employees let's get some fun swag let's do this fun event and i thought oh this is just how small organizations work.
We're all helping out. But the reality is, is marketing is in charge of communications internally and externally. We're kind of like and communicates what we're doing.
I was talking with a VP of marketing of a cybersecurity company, and she told me that she views her role as somebody that sits on the intersection of customer stories and employee satisfaction. And it kind of It took me a second to really unpack what that meant.
I thought, employee satisfaction, really? The more I thought about it, the more I realized that our job is to communicate what's already happening with inside the company, to help people feel good about what they're doing and to share that message and that work externally. Capturing the stories of your employees just naturally leads to more employee engagement.
people want to feel invested in your company they want to feel like they're a part of something bigger and marketing shouldn't have to just put that together from scratch and i actually believe this so deeply that i named my company salt digital because what salt does is it it doesn't add something new so marketing's job is to find the value that's already there highlight it and communicate it in an interesting way to potential buyers And along the process, we're helping improve employee satisfaction because we're all in it together.
But unfortunately, most marketing teams are actually working in silos. And so what do they do? They turn to research online, they turn to AI, and it just makes the problem worse.
When marketing teams don't have access to real people and real conversations, we're forced to rely on AI to start filling in the gaps. And the problem isn't that AI is involved. The problem is that nobody else in your organization is involved, which is why before looking at frequency and format and channel, you need to start looking at your source material.
Where is your content coming from? And if you're just feeling frustrated and not knowing where to start with content marketing for your B2B company, click the link in the description box below. Let's have a chat.
All right, so let's start looking at your specific content marketing. The first thing that I do when I get a new client is I look at the last 25 or so posts, primarily on their LinkedIn. And I start looking at what type of material are they posting?
Not what format, but what's the vibe? Are they posting a lot of memes? Are they posting a lot of carousels?
What's on those carousels? How are they structured? So for the client I did today, I looked and they had quite a few carousels, but the carousels felt like they were just manufactured by the marketing team.
It didn't have any soul or depth to it. It didn't talk about a problem. It didn't evoke.
any sort of emotion it was just hey this is what we do and here's some features and this is why you should like us it felt like it was all about them like me me me look at me and that's not the vibe we want on our social media the thing is is people are entertained because of emotion right it could be a funny emotion oh that's funny for that person so i start asking is there really any emotion or depth to this Does it make me feel anyway?
And for the client I worked on today, it made me feel nothing. Okay, so then I kept scrolling and I saw two memes that I want to talk about. One meme was one of those timeless memes.
Like it's always going to feel relevant. The person is always going to look funny. I think it was a Jennifer Lawrence meme or something.
it was so close to being good the reason the meme didn't quite land is because it really focused on the emotion of like an internal person who understands our product it didn't really connect with the potential buyer and what they're dealing with in there every day then there was another meme that was more of like a viral timely oh this happened and everybody's talking about it type meme and again it felt like we don't totally know our audience we probably got a lot of visibility from it but people probably scrolled right by because it didn't evoke a personal feeling or sentiment they didn't have anything to attach that to the next thing i start looking for are whose faces are on these posts is it anybody internally within the company is it the founder is it the customer do we have any real humans talking or being featured and their stories really being featured because stories are really what we want to get after here now here's something that i want to touch on and this is specific for linkedin but i really do think it applies to most social media channels how often is your founder posting to linkedin because the way linkedin works is it really tries to highlight individuals over companies and so if your founder posts a video versus posting it on the company page the
individual's page your founders page is going to get more visibility so wouldn't we think that We should be posting it over there, right? And there's a new feature on LinkedIn where you can create collaborative posts.
So the founder can make the post and then collaborate with the business and any other individuals who you might wanna highlight in that post. And by posting it collaboratively, you're really increasing the reach of that one singular post because it comes up on all the profiles that you were collaborating with that post on.
And then I simply look at engagement. What are people engaging with and what are they not engaging with? to sum it up let's break it down into three simple questions the first is where did that original idea come from what's the source material for that piece of content is it the marketing team all by themselves in a silo or did it come from the founder did it come from the experts employees customers the second is whose voice is being represented your brand shouldn't be based off of just one voice when we use all of the different actors within the organization we create depth we create different perspectives and it becomes a lot more engaging So let's make sure that we feature all three of those voices, the experts, the founders, and the customers.
The last one is going to feel like a gut punch. Can your competitors post the same exact thing with their logo on it and it still makes sense? If the answer is yes, we need to start rethinking your content strategy.
If you went through your social media audit and kind of started thinking, okay, I might have an issue with my source material, that's where we need to start. Instead of asking, what are we going to post this month? we need to start asking, who are we going to speak to?
Let's talk to a customer and uncover the moment that they decided they were going to choose us. Let's talk to the product team and see what problems they're solving. Or let's start talking to our founder or experts within the company and start uncovering some interesting perspectives.
Those conversations become your source material for all of your content. Once you gather that information, then we make our content plan. Because if your internal experts are thinking about something and trying to problem solve something, and if your customers have a problem that was recently solved, those conversations and problems are probably relevant to more people than just that.
Marketing then becomes the that relates the problems and stories to the people that need to hear them and want to hear them. Your job in marketing then becomes to connect the customer's reality with the reality of the solutions that your company offers. So let's think about like a real life example.
what if you had a customer interview you asked them what was keeping them up at night what projects are they currently working on they happen to mention that they're working on this thing they have to change because of a new tax code or a law that was passed all of a sudden you are understanding what everybody in their industry is working on you have an inside scoop into what's trending what's important to them that's the type of content that's going to be interesting those are the things keeping them up at night if you hadn't had that conversation with your client you wouldn't be able to produce content that's relevant and timely for your audience right now because what's keeping them up tonight is not what's going to be keeping them up at night in three months from now you need to have that timely conversation all of a sudden you have a full content plan that's relevant and engaging for your audience for the next couple weeks you're able to tell real stories you're able to
connect their problems with the solutions and expertise of your internal experts and founders and leaders. So instead of asking marketing to create this endless stream of viral content, we need to start asking marketing, who are you talking to this week? what conversations are you having what are you learning how are we uncovering stories and value that's already within our company the result is that content will start doing exactly what it was supposed to be doing in the first place it'll start providing value and connection with the people that you want to reach so it is a bit unrealistic to assume that you're going to start having conversations with a ton of people every day and just be absorbing content all the time and be pumping it out like a machine right that's not going to happen what you're going to do is you're going to start with a real conversation that real authentic source material and then we're going to find ways and create systems to multiply that one thing now because i'm a marketer i love a good acronym so i came up with an acronym that happens to be the name of my company salt
Let's start with the first one. S stands for surface. We're not asking our customers, hey, will you say something really nice about us?
No, that is not what we're doing. We're going to our customers. We're having a genuine, authentic conversation.
We're asking questions. We're getting to know them as a person. What problems are they trying to solve?
How are they thinking about certain things? That's what's going to uncover a real story. What was it like before you worked with us?
What is it like now? From that conversation, you're going to understand that the most valuable part of the product was never a feature. It was the impact and change that it had in the work that they do on a daily basis.
Next is A, analyze. Now we take that conversation, that recorded conversation, and we analyze it. Obviously, we're going to pull out the nicest quotes for our homepage of our website.
Don't worry. But we're also going to take out parts to say, okay, hey. Product team might want to hear about this.
Hey, does engineering know that this is a problem that these people are looking to solve? Then we're going to create language that's emotional. How do we pull out sentences that are like, oh, we want it to make our audience feel something.
and then we can also ask the experts internally hey what do you think about this how are you guys thinking about this problem as an expert who's probably already solved this how can we share and communicate the solutions to these problems to our potential clients next we launch it across all of our channels right we go to our website we put our testimonials and case studies there we go to our social media we need to be bringing social proof up the funnel how are we telling customer stories on the channels where people are actually gonna see it?
What forums can we be engaging on as thought leaders now that we know this is what people are searching for and care about? And lastly, T, transform. Let's take that same customer language and mirror it back to them.
This is a flywheel where the more information we get, the more we're able to resonate and have more conversations. more conversations that are authentic and bring depth and visibility naturally by having one conversation you're creating an endless amount of insights for your team an endless amount of content that you can start creating content that's really going to resonate that's going to feel authentic that's going to stand out in all the ai slot the last point i want to make is that the content isn't the only thing creating value These conversations are naturally valuable.
Traditional content marketing in B2B relies a lot on education. Let's make this really informative piece and share it and hope the right people sees it and want to work with us. But we want to think about content as a way to start conversations, conversations with our current customers and employees and advocates, but also conversations with potential people as well.
if you're just starting out you can have conversations with experts outside of your organization you can make conversations with your target audience and highlight their voice what if you were making content that shared their voice while also building a relationship with someone you actually want to work with down the road.
I remember a friend of mine started a podcast and I asked him, hey, so how's it going? How do you like the whole podcast thing? Are you getting a lot of new pipeline from it?
He's like, you know what? Something happened that I didn't expect. The majority of the people that come on the show as guests of my podcast, those are the people that I end up converting.
i get more pipeline from the guests on my podcast than the people listening doesn't that just show how important conversations are how important human connection is this concept got me thinking now i love podcasts but i don't really get to listen to them i have two kids we're busy the way i listen to podcasts is actually the highlight reel that's on my social media feed so i started a series called past assault and i interview b2b marketing leaders and they come on and they share their story and in turn we start building a relationship this series has blown any expectation that i had about it out of the water not only am i having fun interesting engaging conversations with real marketing leaders and experts that i actually enjoy talking to i'm also creating content for my brand daily Content that gets seen because it's interesting and it's authentic and it's leveraging real human perspectives.
On top of all of that, I'm generating real pipeline. I'm having conversations with my ICP every single day. I have at least 30 new people in my pipeline that have warm conversations from this one campaign.
Now, to be clear, these are not 30 new clients every month for my agency. These are 30 warm conversations that are meaningful and that will convert someday down the road. And some of them are converting now.
So there's this debate of should we be doing brand marketing? Should we be doing performance marketing? We need leads now, but we need to create authenticity and thought leadership and all of that.
There is a way to have your cake and eat it too. Because conversations, that creates an understanding. And a mutual understanding is what builds a relationship.
And a relationship... ultimately what drives your pipeline your content is really doing double duty not only is the process of creating it driving pipeline but you're also building your brand building your visibility and building thought leadership and if there is one thing I was going to do before the next year to start making my content marketing work again it is that one thing having more conversations.
And I chose the word conversation specifically because I don't need more content. If you need help building your brand and thought leadership while also driving real measurable pipeline for your business, book a call at the link in the description box below. We'll run a full audit of your content marketing and then we'll create a plan with you that drives pipeline, drives visibility, and drives trust.
And if you want to see exactly what happens when you get this right, I broke that down in the video on what's working in content marketing. You can see that on the screen now. See you there.
The Hook
The bait, then the rug-pull.
She opens with the two things she says B2B content actually needs to do this year, drive visibility and be authentic, then spends the next twenty minutes proving most B2B teams are doing neither, no matter how much they post.
Named ideas worth stealing.
15:22acronym
SALT (Surface, Analyze, Launch, Transform)
- Surface
- Analyze
- Launch
- Transform
Her repeatable system for turning one real customer conversation into a full content cycle: surface a genuine conversation, analyze it for quotes and internal insights, launch it across every channel, then transform by mirroring the customer's own language back to them.
Steal forany content calendar that's running out of ideas because it's not sourced from real conversations
11:27list
3 Simple Questions audit
- Where did the original idea come from?
- Whose voice is being represented?
- Could a competitor post this with their logo on it and it would still make sense?
A fast diagnostic for whether a piece of B2B content has real source material behind it.
Steal fora 5-minute self-audit of any company's last month of social posts
How they asked for the click.
VERBAL ASK
20:52link
“book a call at the link in the description box below”
Stated twice, a soft mention mid-video (08:02) and the explicit ask at close (20:52), both tied directly to the video's thesis (a content/pipeline audit) rather than a generic subscribe ask.
MENTIONED ON CAMERA
FROM THE DESCRIPTION
PRIMARY CTAWhere the creator wants you to go next.
OTHER LINKSAlso linked in the description.
Visual structure at a glance.
