Account-Specific Content Creation

Your content strategy in one sentence: Write content that only you can write. Not "10 reasons why plants improve your mood." Not "why family adventures matter." That content could've been written by anyone, about anyone. Which means AI Overviews will happily answer it for free — and your audience will never see your name. Specific content can't be summarized away. It has to be experienced. Here's what I mean. One of my clients runs a plant shop in Portland. They sell plants, host workshops, and maintain plants for local businesses. Their content isn't "the benefits of indoor plants." It's the fiddle leaf fig in the lobby of a downtown office that keeps dropping leaves because of the west-facing window and the building's dry heat — and exactly what they told the front desk manager to do about it. It's this month's workshop project (right now: propagating pothos cuttings into their own little jars to take home). It's the specific plant that walked through their door three times last week because people couldn't identify it themselves. Another client guides fishing, ATV, and horseback trips in the Colorado mountains. Their content isn't "why you should get outside with your family." It's which fish are running in the river this week. The exact wildflowers blooming on the ridge trail right now. The elk herd someone spotted on Tuesday's ride. Neither of these could be written by a competitor. Neither could be answered by an AI Overview. And neither reads like content — it reads like proof you're the real deal. If your content could apply to any business in your category, it will get summarized, not surfaced. The fix isn't more content. It's more specific content. What's the one thing happening in your business this week that only you could write about?

I’ve helped 100+ clients craft 1,000s of LinkedIn posts in the past 4 years and still never run out of content ideas for any profile. The solution is simple- By asking the right questions. Often, the best posts come from asking the right questions. Here are 20 questions our of the 200 that I ask myself (and you can too): - What’s one challenge I’ve faced recently, and how did I overcome it? - What’s a common misconception in my industry that I can clarify? - What’s something I wish I knew when I started my career or business? - What’s one trend I’m noticing that no one’s talking about yet? - What’s a mistake I’ve made, and what did it teach me? - What’s a question I get asked all the time, and how can I answer it better? - What’s one piece of advice I’d give to someone entering my field? - What’s something I learned from a recent failure or setback? - What’s a small win I achieved this week, and why does it matter? - What’s a habit, tool, or mindset that’s made a big difference for me? - What’s something I saw today that challenged how I think about my work? - What’s a story from my past that shaped how I approach my work today? - What’s a piece of advice I received that I didn’t follow—and why? - What’s one thing people overcomplicate that can actually be simple? - What’s something I’ve changed my mind about recently? - What’s a framework or process I use that others might find helpful? - What’s a moment that made me feel proud of the impact I’m creating? - What’s one way my industry could improve, and how I am contributing to that? - What’s a surprising insight I’ve gained from talking to my customers or team? - What’s something I’m still figuring out, and how am I approaching it? Let these be your guide the next time you’re staring at a blank screen. Pick one, dive deep, and see where it takes you. Because content creation isn’t about waiting for inspiration, it’s about knowing where to look for it. Which question will you start with today? #linkedin

Your breakthrough post is hiding in plain sight. But you can't see it. Why? Because you're too busy chasing the next big thing to notice the goldmine of content right under your nose. Every day, you're: -Solving unique problems -Having breakthrough conversations -Overcoming specific challenges -Witnessing industry shifts firsthand Yet when it comes to sharing insights, you draw a blank. Here's the brutal truth: You're experiencing more than enough. You're just not extracting the value. The root cause? A chronic lack of reflection. In our hyper-connected world, we've lost the art of deep thinking. We mistake information consumption for insight generation. But they're not the same. Real, share-worthy insights come from: -Experience -Reflection -Analysis -Application Most founders nail the first part but neglect the rest. Want to break this cycle? Here's your action plan: 1️⃣ Daily Debrief (10 minutes): • What surprised you today? • What challenged your assumptions? • What problem did you solve differently? 2️⃣ Weekly Deep Dive (30 minutes): • Analyse your biggest win and loss • Identify patterns across client interactions • Question one 'industry standard' practice 3️⃣ Monthly Reflection (1 hour): • Review your journey's trajectory • Identify emerging trends in your work • Craft "What if..." scenarios for your industry 4️⃣ Insight Extraction: • For every reflection session, write down 3 potential post ideas • Look for counterintuitive findings • Connect dots between seemingly unrelated events 5️⃣ Content Creation: • Choose the most compelling insight • Start with a strong hook (challenge a common belief) • Share your unique perspective • Provide actionable takeaways Remember: Your experiences are your competitive advantage. No one else has lived your exact journey. By reflecting deeply, you're not just creating content. You're: -Accelerating your own growth -Providing immense value to your audience -Positioning yourself as a thought leader Stop overlooking your own goldmine of insights. Start mining your experiences. Reflect. Analyse. Share. Your audience is waiting for the unique value only you can provide. The next game-changing post isn't out there. It's within you. All you need to do is dig it out.

Here is how we went from "it's not going to work" sales skepticism to "ABM is driving discovery calls with our enterprise accounts" with Customs4trade team: Here are 5 pillars of our playbook. 1. ACCOUNT ALIGNMENT. We developed clear account prioritization criteria based on cluster definition, industry focus, and engagement signals - not just firmographics. 2. REPOSITIONED SALES REPS AS INDUSTRY EXPERTS. Our pilot sales team shifted from a standard sales messaging to: - Sharing valuable insights on customs automation challenges that their target audience cared about - Building relationships with the entire buying committee - Running in-depth research to identify the needs and the buyer journey stage of the target accounts. 3. VALUE-ADDED ENGAGEMENT OVER PITCHING. This playbook included multiple meaningful non-sales touchpoints to create awareness, including: - Content co-creation with the target buyers - Account-specific "love letters" mentioning target accounts achievements initiatives and - Thoughtful commenting on buyer posts 4. BUYER-CENTRIC WEBINARS. Instead of hidden product demos, we created an educational webinar for supply chain experts, revealing non-obvious mistakes in customs workflows, and how to handle them. Next, showing the best practices. Join promotion by marketing and sales helped to achieve a 50+% attendance rate. 5. WEEKLY SPRINTS. Every week became a sprint where, with the team, we reviewed and planned the next week, including: - What went right? - What can be done better? What can we immediately implement? - How can we work better together during the next sprint? - What distracted or get on our way in the last sprint? - What are the bottlenecks that slow down our velocity? - What should we publish next? - What new accounts should we research and engage? - What can we do to facilitate opportunity generation with the engaged accounts? THE RESULTS: - 10 discovery calls booked - 26 active focus accounts generated - Replies from accounts they'd been reaching out to for years - 4x increase in content impressions and sales profile viewers --- On Wed, we're going live with Joseph Threlfall (marketing) and Bowin Cai (sales) to dive deeper into their pilot program and case study. Save your spot here: https://lnkd.in/d9YEQwDd

Content is the most undervalued area of ABM and a frequent cause of failed programs. Most companies struggle with content in ABM due to the following reasons: 1. Lack of Dedicated Content Resources for ABM Many B2B companies lack dedicated content resources on their ABM team, or rely on junior marketers, or external freelancers and agencies with no domain knowledge. Symptoms: - Content isn’t personalized enough for the target accounts. - Marketing repackages existing content instead of creating new, account-specific materials. - Sales teams don’t want to share content as they don’t think it’s relevant and that it can help them engage target accounts - There is no clear owner for ABM content creation 2. Siloed content teams and corporate content inertia Larger organizations often have to rely on siloed content teams that operate as a separate function, focused on: - Brand voice & messaging consistency (instead of driving revenue). - Content calendars & blog production (instead of aligning with sales needs and priority accounts in the pipeline). - Press releases & corporate comms (instead of sales enablement). These teams have their own agenda and KPIs, which are not aligned with ABM programs, target account challenges, and the needs of the sales team. Frequently, it’s hard to influence their agenda, priorities and their approach. When content teams are siloed, they don’t care about ABM success. They follow their own editorial calendar, focusing on corporate messaging rather than producing content that helps convert key accounts. This is “corporate content inertia” at play. As a result, teams frequently suffer with bottlenecks, delays and content that’s ineffective and doesn’t influence the buyers in target accounts. How to Fix These Problems ✅ Hire or allocate a dedicated ABM content marketer. This role should sit within the ABM team, not a general marketing function. ✅ Create an integrated ABM team that includes: - ABM Lead - Content Marketer - Subject Matter Expert (SME) - Sales Representatives ✅ Shift from broad content production to targeted content creation. The goal is not volume—it’s about creating high-impact, relevant content that moves accounts forward. ✅ Define the ABM content marketer’s key responsibilities: - Working directly with sales to understand the needs of target accounts. - Personalizing content at different levels (one-to-one, one-to-few, one-to-many). - Collaborating with subject matter experts to create insightful, high-value content. ✅ Use subject matter experts who understand the target audience’s challenges, internal processes, and pain points. ✅ Ensure content is co-created with input from marketing and sales to reflect real buyer challenges.

95% of our accounting clients come from content we created for free. Zero ads. Zero cold outreach. Zero social media (for that business). Here's the thing: I wear 2 hats. One for coaching accountants (that's you). One for my accounting firm. Problem was, my social media was all about helping accountants. But my firm's clients are content creators and influencers. So I had to get creative. YouTube and blog posts. That's it. I wasn't trying to go viral. I wasn't posting 3 times a day. I was just creating content that answered the questions my ideal clients were already asking Google. But here's where it gets interesting: A couple of weeks ago in Dubai, I interviewed 4 of my clients. Hour-long conversations about their journey, their challenges, their wins. I just asked questions. They did the talking. Now here's what you can do with this: Book a podcast studio (or just use Zoom). Interview 4-5 clients in your niche. Let them tell their story. Publish it on YouTube. If you're serving dental practices, interview dentists. If you're serving ecommerce brands, interview ecommerce founders. If you're serving restaurants, interview restaurant owners. Their audience becomes your audience. You automatically position yourself as THE accountant for that space. No expensive ads required. "But Reza, I don't have money for fancy equipment." Neither did I when I started. Your phone camera works fine. YouTube is free. Writing blog posts costs nothing but time. Stop waiting for the perfect setup. Start creating content that positions you as the expert. Who's your ideal client? And what question could you answer for them today?

Still doing paid social via your company account? You are making a massive mistake. Last week’s “Creator vs Brand Content Efficiency” Influencer Strategists research showed us that creator-produced ads outperform brand-produced ads because they carry higher perceived trust. Now Fuji with their latest campaign, shows us, the same on an account level. Creator-led sub-accounts are the same strategy applied at the account level. You are not changing the content. You are changing the trust "container" the content lives in. Simple as that. I am seeing more brands build dedicated creator-run accounts that operate like a single-format media property. Fujifilm’s @lifeonfilm.27 is a good example. The brand does not try to make the main profile do everything. It separates one audience promise, one format, and one voice into a standalone channel. Why this often beats a classic brand account 1) Format consistency increases retention and repeat viewing A repeated format removes interpretation cost. The viewer can decide in under a second whether to stay, because the structure is familiar. That predictability increases: completion rate (people know the payoff is coming) session depth (they watch more than one) return frequency (habit formation) Tactically, this is why creator-led accounts often grow faster: they standardize the content experience in a way a multi-purpose brand profile rarely can. 2) A single narrator increases trust and lowers ad resistance Brand accounts are processed as marketing by default. A creator account is processed as a person, and people assign credibility faster to people than to institutions. The conversion advantage comes from two measurable effects: higher source trustworthiness (the “I believe this person” effect) lower persuasion knowledge activation (less defensive processing) This is the same mechanism we saw in the research: creator-originated messaging performs better because the audience does not enter “ad-evaluation mode” as quickly. 3) A dedicated account improves positioning clarity follow intent (people understand why they should subscribe) memory structure (it becomes easy to recall and recommend) creative throughput (the team stops reinventing the wheel every post) 4) The account becomes a content system that scales with community input recurring prompts for submissions community participation formats lightweight collaborations that do not require “campaign production” This lowers production cost per post and increases social proof density. Over time, the account earns credibility through accumulated participant signals.

"I don't know what to post on LinkedIn." Every founder knows this feeling. You've worked 80 hours this week. Your brain's fried. You open LinkedIn, stare at the blank screen, and think.... "I have nothing interesting to say." So you close the app. Again. Well.... The problem isn't that you have nothing to say. The problem is you're starting from zero every single time. → No filter. → No system. → Just you, a blinking cursor... → And the weight of "creating value." I used to do this too. Until I built a system that makes content creation... Feel less like pulling teeth and more like following a recipe. Here's how it works... Step 1: Choose your CATEGORY Pick ONE thing you're known for. → Not three. → Not five. → One. Think about it... If you build AI tools for logistics companies... Don't also post about... → Personal branding. → Morning routines. → And crypto. Stay in your lane. Own it completely. Step 2: Define 2-3 CONTENT PILLARS These are the specific angles within your category. Let's say you help e-commerce brands scale profitably. Your pillars might be: → Customer acquisition strategies that actually work → Retention systems that increase LTV → Unit economics founders ignore That's it. Every post falls under one of these. Step 3: Break PILLARS into TOPICS This is where most people get stuck. They think pillars ARE topics. They're not. Under "customer acquisition strategies," you could write about.... → Why your Facebook ads stopped working (and what to do instead) →  The landing page mistake costing you 40% of conversions → How one brand cut their CAC in half with email sequences See the difference? Specific, concrete and... real. Step 4: Match TOPICS to FORMATS Not every topic needs the same wrapper. Different formats create different impact. Story posts... → How you (or a client, or any brand) overcame a specific challenge Value posts... Myth-busting: → "Everyone says retargeting is dead. Here's why they're wrong." Pain points: → "Your ads aren't failing because of budget..." Fears: → "The hidden cost of ignoring unit economics" Credibility posts... → Testimonials and wins → Case study breakdowns → Before/after results This system does two things... 1. Your content stays connected to what you actually sell When someone reads your posts, they should instantly know... "This person can help me with X." If they can't? You're just entertaining them. Not converting them. 2. The right people find you without you chasing them Consistency in category + pillars = algorithm clarity. LinkedIn starts showing your content to people who.... Care about scaling e-commerce brands... Not random founders who'll never buy. The system isn't magic. It's just structure. And structure is what turns "I don't know what to post" into.... "I know exactly what I'm posting next Tuesday." P.S. Have an awesome Wednesday ;)

I built an ABM content system using Claude Cowork + Claude Code that creates and repurposes personalised, account / cluster-based content from ONE project folder.   What makes this different from generic "AI content" workflows:   -> Brand voice, ICP messaging, and account cluster briefs all live in one folder -> Cowork handles the creative — drafting, tone-shifting, personalising for each cluster -> Code handles the production — file creation, formatting, batch processing across platforms -> 1 idea in personalised, on-brand assets for every cluster and channel out   The 5 workflows I run from this setup:   1. Repurposing - long-form -> cluster-personalised posts for LinkedIn, email, ads 2. Carousels - LinkedIn slide decks tailored to specific audience pain points 3. Ad creatives - hook and CTA variants adapted per account cluster 4. SEO content - keyword-optimised articles mapped to each cluster's search intent 5. Content calendar - outputs scheduled by cluster, theme, and channel    Cowork thinks with you. Code builds for you. Together, one ABM marketer does the work of three, without sacrificing the personalisation that makes ABM actually work.   Full breakdown coming: - folder structure, - prompt templates - how I personalise by account / cluster.   Connect, like the post and drop "CONTENT", I'll send it over to you.   #ABM #AIMarketing