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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question_answer 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.
insights 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.
volunteer_activism 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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Founder Brand is a book that explores the importance of building a strong personal brand for founders and executives. It emphasizes the power of authentic storytelling and consistent messaging to establish credibility and trust with target audiences. The book provides practical strategies and actionable steps for founders to leverage their personal brand to drive business growth and achieve their goals. It also delves into the importance of aligning personal and professional values to create a cohesive and impactful brand identity. The book is a valuable resource for founders and executives seeking to enhance their personal brand and leverage it for business success.
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
(05:44) - - How to Build Trust at Scale
(11:37) - - 10 Undeniable Reasons B2B Leaders Should Get Active on LinkedIn Right Now
(13:49) - - Pick Your “One Word” to Guide Your Content Category
(19:03) - - 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)
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***
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The Exit Five CMO Podcast (Hosted by Dave Gerhardt) 