#196: Drive | LinkedIn Growth Tips Every B2B CEO and Founder Needs to Know with Devin Reed, Founder of The Reeder

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Nov 25, 2024

Devin Reed, Founder of The Reeder and former head of content at Gong, shares insights on maximizing LinkedIn for B2B leaders. He introduces the concept of owning a 'one word' to dominate content categories and explains why personal profiles should take precedence for engagement. Devin offers a detailed framework for creating executive-led content and discusses how to build trust and narrow audience focus for impactful marketing. He emphasizes the importance of spontaneous posting and community engagement to enhance visibility and growth.

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ANECDOTE

Gong to Clary

Devin Reed built a content powerhouse at Gong, scaling it from 20 million to 200 million ARR.
He then joined competitor Clary, but refused to simply replicate the Gong playbook.

INSIGHT

Building Trust at Scale

Content marketing aims to build trust at scale with target audiences.
It focuses on making people know, like, and trust your brand.

ADVICE

LinkedIn Strategy Framework

Follow the provided framework to develop a LinkedIn strategy during the session.
The framework caters to marketers building strategies for their B2B leaders.

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This episode is from Drive 2024, our first-ever in-person event for B2B marketers in Burlington, Vermont. Devin Reed, Founder of The Reeder and expert in content strategy, shared a session on building a strong personal and company presence on LinkedIn.

Devin covers:

Identifying your “one word” to own and dominate a category on LinkedIn.
Why your content strategy should focus on personal LinkedIn profiles for max reach and engagement.
A step-by-step framework for producing and distributing CEO or executive-led LinkedIn content.

Timestamps

(00:00) - - Intro to Devin
(05:47) - - How to Build Trust at Scale
(11:40) - - 10 Undeniable Reasons B2B Leaders Should Get Active on LinkedIn Right Now
(13:52) - - Pick Your “One Word” to Guide Your Content Category
(19:06) - - How to Narrow Your Audience
(25:21) - - How to Pick Content Pillars & Topics
(29:48) - - Outlining Your Production Process
(31:42) - - How to Measure & Iterate LinkedIn Success
(36:41) - - Using Company Pages vs Personal Pages
(37:22) - - Communicating with Your CEO
(38:34) - - How to Get Your Whole Team Involved in LinkedIn
(39:15) - - Niching Down with Your “One Word”
(40:44) - - Prioritizing Engagement on LinkedIn
(41:55) - - Applying This Framework to Other Channels
(42:11) - - Revising Your Voice and Tone
(44:06) - - How to Pick Your “One Word” (Revisited)
(46:11) - - Reach Versus Teach

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