Project 33 reposted this
If I was CMO at a B2B SaaS doing $1-10M ARR and tasked with replicating the Chris Walker / Adam Robinson playbook for my founder or CEO, here’s how I’d go about it: 1. Evaluate founder/audience fit - The goal is to become our ICP's #1 resource (so we can grow an audience of relevant people) - We become the #1 resource by providing solutions to their biggest priorities, pain points and desires (in the form of insights) - So our founder needs to have *actual* insights - Example: If we sell to Heads of Sales, our founder needs to be a leader in B2B Sales. If we sell to Chief People Officer, our founder needs to have deep HR expertise - The stronger the founder/audience fit, the easier everything else gets 2. Map out content pillars - I'd focus on two main content pillars: Product and Thought Leadership - Product: What are all the pain points our product solves? -> have my founder speak to each of them and how we solve them -> create demand - Thought Leadership: Map out our ICPs priorities and desires -> have my founder share non-obvious insights, strategies, frameworks, playbooks -> build trust & credibility - Sounds easy, but the closer we hit the mark on what our prospects *actually* care about vs what we think/wish they cared about, the more the content will resonate 3. Create the content engine - To create weekly LI content for my founder, I'd go 1 of 2 routes - Route 1: Host a weekly live event/podcast where my founder shares what they are currently seeing in the market (solo episode) or interviews a customer/prospect/thought leader in our space - Route 2: Do a weekly content interview with my founder where I prepare questions around our company, product and their expertise and interview them (eg. using Riverside.fm) - The longform piece becomes the source for my bite-sized LI posts 4. Analyze what works & double down - We now have a repeatable way to post 2-5x/week on my founder's profile, the next step is narrowing down the topics - Using a tool like Shield, I'd do an analysis of which posts performed the best - Usually, there is a power law distribution: 10% of the content drive 90% of the results - I'd map out the winning 10%, make hypothesis on why they performed, and create derivative & followup content on those messages (tweak and repeat) 5. Leverage winners with paid - We now have an organic content flywheel: weekly recording -> daily LI content -> topics/messages are constantly getting refined - The next step is to leverage winners in paid campaigns and guarantee distribution to target accounts and ICPs - Paid and organic are not two opposing strategies, they amplify each other if done correctly - I'd build a list of our target accounts, map out the decision makers we want to reach, and run all of our best-performing content towards them to create demand and build trust & credibility at scale PS. I've helped 10 B2B founders and executives implement this process in their business. If you wanna chat, shoot me a DM
What if founder/audience is not fit? Should we leverage Subject matter experts instead of the founder?
Great breakdown Finn! I’m evaluating Shield vs. Taplio right now.. curious if you can share what makes you lean to Shield?
I love it when people mention content pillars.
Sounds like a game plan 💪💪
Holly Pennington - sound familiar?
Thanks for the shout-out Finn Thormeier, and really enjoyed the chat last week.
Finn Thormeier - you're hired.
Somehow your reappeared in my feed after 4 years, Finn Thormeier! I remember your vlog style videos in NY Loving the progress!
Great list Finn Thormeier, I'd add in SEO to 2-4!
Copywriting & Marketing for SaaS & Those who Serve Them
4moI’m currently doing all of those, going both route 1 and 2 with 2 being turned into massively actionable weekly newsletters. How would you structure paid ads to this type of content?