95% Content
Use this B2B thought leadership content strategy (with Manuela Bárcenas)
Jul 10, 2024
Manuela Bárcenas, Head of Marketing at Fellow.app, reveals the secrets behind the company's impressive growth fueled by a robust content strategy. She discusses how they transitioned from basic SEO articles to a modern approach targeting buyers not actively searching for solutions. Manuela details their effective use of podcasts, newsletters, and webinars to build trust and drive engagement. She also shares insights on LinkedIn strategies, the ROI of content-first approaches, and the evolving landscape of B2B marketing with a focus on AI.
45:30
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Quick takeaways
- Emphasizing engagement with the 95% of potential buyers not currently in the market is crucial for long-term brand trust.
- A content-first strategy, leveraging diverse formats like podcasts and newsletters, is essential for establishing thought leadership and industry authority.
Deep dives
Engaging the 95% Through Content Strategy
The discussion centers on the importance of engaging the 95% of potential buyers who are not actively in the market but will be in the future. It emphasizes a shift from traditional marketing, which mainly targets the 5% of consumers who are ready to buy. Instead, it advocates for building a content strategy that fosters long-term relationships through platforms like LinkedIn, TikTok, and newsletters. The goal is to remain top of mind with prospective buyers, ensuring that when they are ready to make a purchase, the brand is prominently featured on their shortlist.
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