GTM Live RV229 - The 2025 B2B Content Playbook
22 snips
Dec 31, 2024 Finn Thormeier hosts Chris Walker, who shares insights on crafting an effective B2B content strategy for 2025 while building Passetto. They discuss the balance of lead generation versus audience building, the pitfalls of over-sharing intellectual property, and the power of invite-only events as a unique strategy. Chris emphasizes the importance of a strong content point of view, effective topic sourcing, and the necessity of measuring content results. The conversation also touches on the evolving roles in content creation and the critical nature of distribution.
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Marketing Impact Is Complex
- Marketing impact isn't simple:
- measuring leads or pipeline is insufficient, it's about financial lenses and unit economics.
Founder Brand vs. Google Ads
- Many companies prioritize expensive Google Ads campaigns while neglecting founder-led content marketing.
- This is a poor decision, even though content's ROI is hard to prove with traditional methods.
Protect Your IP in the Age of AI
- Reconsider freely sharing intellectual property (IP) in content due to AI's ability to quickly replicate products and technologies.
- Focus on broader audience needs beyond pushing thought leadership, protecting your unique approach.