If you’re a B2B CMO considering it for your channel mix—read this first.
This is the exact strategy that’s working for us:
1️⃣ We don’t chase likes. We chase relevance.
Content is written to solve real problems for our ICP.
We built our content pillars through deep research:
↳ Talking to ICP customers and prospects
↳ Analyzing sales calls for patterns
↳ Engaging with communities
(I do get bugged when some posts get fewer likes though LOL)
2️⃣ We speak directly to our ICP in every post.
It doesn’t always boost total reach—
But it consistently gets us in front of the right people.
Example: “Here’s how B2B CMOs can measure brand…”
3️⃣ We’ve developed clear POVs.
One of mine:
If marketing wants a seat at the table, it needs to speak finance.
That means stronger financial acumen and real revenue accountability.
Many of my posts offer frameworks and tools to help marketers get there.
4️⃣ We stay consistent.
It’s not about virality—though that’s a bonus.
But every post builds trust. And trust compounds.
As a result, we get a decent flow of inbound reaching out via DM.
5️⃣ We boost the winners.
When something performs, we run it as a paid ad.
This lets us scale proven content to reach more of the right people.
Our thought-leader ads average ~8% ER and 8 seconds dwell time.
That’s way above the platform average (like WAY above).
Bottom line:
Thought leader content isn’t just personal branding.
It’s a high-efficiency demand gen channel—and most B2Bs are sleeping on it.
The smart ones are using it to grow pipeline and revenue.
🤘
This post was originally shared by on Linkedin.