Channel Content Strategy

I've been in content for 11 years and the top 1% of exec-led programs I've seen are multi-channel. Case in point: David James at 360Learning. Here's the setup they used to drive 2M views + millions in pipeline in 18 months: 1. LinkedIn (ignition) The motion started by selecting specific themes, and posting about them twice weekly. Hooks did the heavy lifting, and top posts became source material for everything else. 2. Podcast (depth) Podcasts provide fresh takes and long-form source material. Clips, quotes, and contrarian insights make their way to LinkedIn and email. 3. Nurture campaign (scale) Leads not ready to buy entered a 12-email sequence with David as the voice. High-performing posts were repurposed and pointed to the most relevant assets. 4. Office hours (community + acceleration) A lightweight monthly Q&A invited prospects and customers to bring live problems. In these sessions, David offered practical answers that nurtured, qualified, and sped up deals. 5. Sales conversations (conversion) When buyers were already familiar with David, reps pulled him into late-stage calls. He addressed executive-level challenges and de-risked decisions. Once an executive is publishing consistently, every high-performing post can (and should) be multiplied across channels. That creates a clear path from attention to revenue. 👋 I’m on a mission to master content strategy for B2B execs. I publish my findings weekly. Follow + learn with me in public.

Everyone talks about writing viral content. Few talk about building content ecosystems that compound. Here’s how to craft an advanced content ecosystem that compounds over time: 1️⃣ Anchor your strategy with a “Pillar-to-Spoke Model.” • Research from SEMrush shows that pillar content (long-form, evergreen) improves organic rankings by 68%. • Create one high-impact asset (e.g., a guide, webinar, white paper). • Spin off 10+ “spokes” from it: blog posts, LinkedIn threads, newsletters, and podcast topics. • Example: HubSpot's "Ultimate Guide to Blogging" generates thousands of backlinks from its derivative content. 2️⃣ Optimize for “Content Bridges,” not silos. • A mistake? Treating each piece of content as standalone. • Instead, build interconnected paths: ↳ Link your blog posts to one another strategically. ↳ CTA from LinkedIn → Your email list → Long-form guides. • Research from Moz shows that sites using interlinked content drive 40% more page views than siloed strategies. 3️⃣ Prioritize Distribution Ecosystems. • Successful ecosystems rely on multi-platform consistency. • Example: James Clear took atomic habits content from blog → social → podcast appearances → keynote speeches. • Platforms that work together compound your reach. • Research shows multi-channel strategies outperform single-channel by 24% in lead conversion rates (Source: Salesforce). 4️⃣ Measure Compounding ROI Over Time. • Viral posts may spike engagement but rarely sustain it. • Ecosystem-driven content creates ongoing value: ↳ SEO gains. ↳ Consistent audience growth. ↳ Higher domain authority. • Example: Ahrefs’ blog has become a $90M/year growth engine, with 51% of revenue driven by evergreen content ecosystems. The bottom line? Viral content is a sugar rush. Content ecosystems are compound interest. What pillar asset have you built that could fuel an ecosystem? Let’s discuss 👇

Last year, I helped a $70M founder get 36M impressions, 350k engagements, 117k followers, and 40k+ newsletter subs from 156 LinkedIn posts. But we almost failed before we even started. Here's the #1 mistake that nearly killed the entire strategy: BACKGROUND This founder came to me ready to "start posting daily on LinkedIn." He had hired writers, built a content calendar, and was ready to go. I told him to stop immediately. Why? Because 90% of founders think content strategy means "let's start creating content." They don't realize content without strategy is just noise that captures zero demand. What actually happens when you skip strategy: - You open Google Docs with no idea what to write - Your content sounds like everyone else's generic BS - You waste months creating content that gets zero engagement - Your writers produce "content" that doesn't connect with buyers - You eventually quit because "content doesn't work for our business" Instead, here's a 5-step framework that changed everything: Step 1: Understand the Context - Map out your infrastructure, target market, and culture - Study your competition, trends, and distribution channels - Know your threats and opportunities inside out This isn't sexy work, but it's where winners separate from losers Step 2: Clarify the Information - Document your insights, values, and personality - Get crystal clear on upsides, downsides, and customers - Write down what makes you different (not what you wish made you different) Most founders skip this and wonder why their content sounds generic Step 3: Write the Strategy - Your differentiation isn't "we care more" - dig deeper - Define your unique value prop in words customers actually use - Create categories you can own Step 4: Develop the Core Concept - This is where the magic happens - Turn positioning into a concept that drives everything - One powerful idea expressed clearly The $70M founder's concept became his North Star for 156 posts Step 5: Create the Content Strategy - NOW you can think about content - Voice & tone, topics, channels, formats - Frequency, key messages, CTAs, visual style Tools: Perplexity for research, Notion for writing, Figma for design, Taplio for scheduling The results when you get this right: - Content that sounds like YOU, not ChatGPT - Prospects, investors and talent reaching out saying "I've been following your content" - Clear differentiation from competitors - A library of assets your sales team actually uses - Inbound leads that already understand your value TAKEAWAY: Stop trying to "do content" without strategy. The most successful B2B companies spend 80% of their time on strategy and 20% on creation. Not the other way around. Your content will only be as good as the strategy behind it.

The PE Firm as a Media Company: Why Content Strategy Might Be The Best Sourcing Strategy Most private equity firms still operate like it’s 2005. They invest time and capital building outbound sourcing teams, but spend almost no time building a voice in the market. Meanwhile, firms like Andreessen Horowitz and 20VC have proven that in venture, content is capital. Their media presence is their sourcing engine. Here’s the kicker: this strategy is even more powerful in private equity, where the buyer universe is smaller and trust is everything. But too few firms are taking the leap. Imagine this: A founder of a $30M revenue HVAC platform is thinking about raising growth equity. He searches “best playbooks for scaling trades businesses.” Would he find a PE firm’s insight on service pricing strategies, M&A integration, or technician retention? Or just a static website with headshots and jargon? ⸻ The best PE firms of the future will: • Publish deep-dive investment theses, like PE-style “white papers” on market opportunities (e.g. aging-in-place services, B2B compliance rollups, AI in legacy industries) • Share post-close value creation stories, not just generic claims, but actual before-and-after case studies (think traffic growth, margin expansion, CRM rollouts) • Build channels that scale. Newsletters, podcasts, and YouTube are modern deal origination platforms. ⸻ Who’s Getting It Right? • ParkerGale: A masterclass in content marketing for PE. Their podcast, The Private Equity Funcast, has run for over a decade and attracts inbound interest from both talent and founders. • TTCP: Produces short, thematic “Thesis Briefs” that explain exactly what kinds of companies they’re looking to back by category, not just company size. • TSG Consumer: Their website feels more like a brand than a fund. They highlight operator stories, strategic support, and give real examples of what it’s like to work with them. It feels founder-first. Still rare in PE—but that’s the opportunity. ⸻ What Happens When You Do This Right? You stop pitching, and start magnetizing. • Inbound deal flow increases with better fit leads • Founders show up already educated on your playbook • Advisors and bankers start routing you deals with confidence • Your firm becomes known for something. More than just check size ⸻ This isn’t about likes and followers. It’s about mindshare. In an industry where differentiation is hard and relationships matter, your content is your handshake. Your first meeting at scale. Founders no longer want just capital. They want clarity, credibility, and chemistry. Content is how you give them all three. #PrivateEquity #ContentStrategy #PEBrand #DealSourcing #MediaCompanyModel #ClaymoreConnect

𝗜 𝘀𝗽𝗼𝗸𝗲 𝘁𝗼 𝟱 𝘀𝘁𝗮𝗿𝘁𝘂𝗽 𝗖𝗘𝗢𝘀 𝗮𝗻𝗱 𝗖𝗠𝗢𝘀 𝗶𝗻 𝘁𝗵𝗲 𝗹𝗮𝘀𝘁 𝘄𝗲𝗲𝗸 They are all struggling with this one thing... ...building a content engine for their business. I’ve built multi-channel content engines for my own solo business and content strategies for world-class brands like Salesforce. And here's the hard truth: Most people build content calendars, not content systems. ❌ They publish without purpose ❌ Their brand message shifts every week ❌ They overcomplicate things, then burn out To avoid this trap, here’s my 5-step framework to build a 𝘴𝘪𝘮𝘱𝘭𝘦 𝘣𝘶𝘵 𝘴𝘵𝘳𝘢𝘵𝘦𝘨𝘪𝘤 integrated content plan: 𝗦𝘁𝗲𝗽 𝟭: 𝗗𝗲𝗳𝗶𝗻𝗲 𝘆𝗼𝘂𝗿 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗚𝗼𝗮𝗹𝘀 🎯 What’s the 𝘰𝘶𝘵𝘤𝘰𝘮𝘦 you want? → Leads? Followers? Brand awareness? ✅ Everything starts here. 𝗦𝘁𝗲𝗽 𝟮: 𝗠𝗮𝗽 𝗬𝗼𝘂𝗿 𝗖𝗼𝗿𝗲 𝗣𝗶𝗹𝗹𝗮𝗿𝘀 These are your signature themes that signal 𝘩𝘰𝘸 𝘺𝘰𝘶 𝘩𝘦𝘭𝘱 𝘺𝘰𝘶𝘳 𝘢𝘶𝘥𝘪𝘦𝘯𝘤𝘦. Mine are: ✔ Communicate With Authority. ✔ Elevate Your Personal Brand. ✔ Unlock Your Full Potential. ✅Your content needs to fall into one of the three. Pick and 𝘴𝘵𝘪𝘤𝘬. 𝗦𝘁𝗲𝗽 𝟯: 𝗠𝗮𝘁𝗰𝗵 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗧𝘆𝗽𝗲𝘀 𝘁𝗼 𝘁𝗵𝗲 𝗕𝘂𝘆𝗲𝗿 𝗝𝗼𝘂𝗿𝗻𝗲𝘆 Every format has a job: • 𝗖𝗧𝗔 𝗽𝗼𝘀𝘁𝘀: Convert • 𝗖𝗮𝗿𝗼𝘂𝘀𝗲𝗹𝘀: Build trust and teach • 𝗩𝗶𝗱𝗲𝗼𝘀: Spark emotion and connection • 𝗦𝘁𝗼𝗿𝗶𝗲𝘀/𝗣𝗼𝘀𝘁𝘀: Show personality and values ✅ Plan across the funnel. 𝗦𝘁𝗲𝗽 𝟰: 𝗕𝘂𝗶𝗹𝗱 𝗮 𝗥𝗲𝗽𝗲𝗮𝘁𝗮𝗯𝗹𝗲 𝗥𝗵𝘆𝘁𝗵𝗺 Avoid the ‘what should I post today?’ spiral by locking in: ⏰ Weekly slots( eg. Carousel Monday, Video Thursday) 🤳🏻 Formats per pillar 📅 A 2-week content buffer ✅ Create space to be consistent 𝘢𝘯𝘥 creative. 𝗦𝘁𝗲𝗽 𝟱: 𝗜𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗲 𝗬𝗼𝘂𝗿 𝗖𝗵𝗮𝗻𝗻𝗲𝗹𝘀 Your LinkedIn, blog, and website shouldn't feel like 3 different people. Repurpose smartly. Echo your POV. Build familiarity. 💡 Repetition = Recognition = Results --- 👋 Hi, l'm Rebecca. ➕ Follow me for regular tips on how to become the most confident version of yourself

Most “content strategies” are just content calendars in disguise. (And it’s costing teams months of wasted work) Let’s fix that. Here’s how to build a real content strategy from scratch, the kind that drives traffic, leads, and actual growth 👇 1. Start with a clear business goal Not “post 3 blogs a week.” A real goal sounds like: → “Increase product signups by 25% through organic content in Q3” When your content is tied to revenue, everything changes. 2. Know who you're talking to Skip the vague personas. Interview customers. Read reviews. Analyze search intent. Understand what your audience wants and worries about, not just demographics. 3. Audit what you already have You likely have gold hidden in old blog posts, newsletters, or case studies. → What’s outdated? → What can be repurposed? → What’s driving traffic but not converting? 4. Choose the right content formats Not everything needs to be a blog post. Sometimes a quick LinkedIn carousel > 2000 words no one reads. Match the format to the funnel and your ICP’s habits. 5. Build a distribution plan Publishing is step one. → Where will you share it? → Who will amplify it? → How does it fit into your social/email/SEO engine? 6. Track, analyze, adapt Content strategy isn’t “set it and forget it.” Measure what matters. → Leads, traffic, time on page, bounce rate, conversions. Review monthly. Optimize quarterly. That’s it. A repeatable, goal-driven content system — not just another “calendar.” Want the full breakdown? Semrush nailed it here: https://lnkd.in/drFZTuM5 P.S. Which of these 6 steps do you feel most stuck on? Repost ♻️ to help your team (or a friend) finally get strategy right.

If I were building your B2B content marketing channel strategy today, I'd go this route: 🔹 Social - start here on LinkedIn. Write platform-native content. Figure out how to post relevant, useful content for your target audience and experiment with different formats like short videos, carousels, polls, text only, text + image. 🔹 Blog posts about customer problems. Go light on the awareness content, and heavier on consideration and conversion content. Optimize for SEO after you write the post. 🔹 Email - write helpful content specifically for this channel and in this way nurture the audience who raised their hands to hear from you. 🔹 Podcasts - Don't START one, please, unless your is different from the many and you can really commit and be consistent. Instead, be a guest. Get your thought leaders on industry podcasts and promote those. 🔹 Publications - get your content into industry and business publications. Promote and reuse that content wherever you can. This is a safe and sane mix of owned and rented channels, push and pull. Writing all that content is great but if you don't have your channels worked out then you have no distribution strategy and no one is seeing your great stuff. Content + distribution channels = content strategy.

𝐎𝐥𝐝 𝐁𝟐𝐁 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠: - Run keyword research - Briefly consider buyer personas - Write a long form article - Wait to see if it will rank - Wait to see if the traffic will convert into leads - Wait to see if the leads will convert into sales The feedback loop is looong. 𝐍𝐞𝐰 𝐁𝟐𝐁 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠: 1. Buyer-centric content strategy Core principle - mapping content to the buyer journey, based on: ✅ Target account use-cases, challenges & priorities ✅ Level of intent ✅ The goal (actions we want buyers to take) 2. Social-first (1:MANY - NO BUYING INTENT) - You post thought leadership and expertise content on social - You immediately see if the post resonates - You immediately see if the engagement can be turned into conversations with the relevant ICP - Very soon you can see whether those conversations lead into sales conversations 3. Regular long-form, multi-channel (1:MANY - NO BUYING INTENT) Now that you know which content resonates, you can easily repurpose. And that's exactly what we do with our newsletters, articles, webinars, and podcasts episodes. (this way you start creating "I see you everywhere" effect in your market). 4. Demand Generation & Solution Positioning (1:FEW - MEDIUM INTENT) Goals: ✅ Help buyers connect the dots between their challenges and your solution. ✅ Showcase different solutions and position yours as the best. ✅ Move them from research to active engagement. Examples: - Cluster + Jobs-To-Be-Done Specific content (e.g. How to successfully replicate your pilot ABM program with the regional teams). - Detailed industry case studies with our clients: video interviews + content summary, where we review specific ABM programs in detail. 4. Demand Capture & Deal Development (1:1 - HIGH INTENT) Goals: ✅ Position your product as a solution to specific challenges of a target account ✅ Enable champions helping them sell internally ✅ Address specific objections and concerns Examples: - Fully personalized business cases and solutions for a specific account - Arguments for multiple stakeholders (e.g. how sales will benefit from ABM, etc). --- The main difference? - Content aligned with the buyer journey & challenges of high value accounts - Quick feedback loop - Content used by sales to start convos & win deals

i've watched WAY too many marketing teams burn out trying to be everywhere at once. and the reason most multichannel strategies fail (or fall off), is because the approach is backwards: → pick trendy channels first → force content to fit those channels → spread resources way too thin → wonder why nothing works after helping dozens of teams fix their channel strategy, i've found a better way. step 1: map the journey before picking channels instead of chasing platforms, start here: → how does your customer realize they have a problem? → where do they go to learn more? → who influences their decisions? → what objections do they need to overcome? → when are they ready to buy? only THEN choose channels that naturally fit this journey. step 2: follow the 40/40/20 rule → 40% resources to content creation → 40% to distribution and promotion → 20% to measurement and optimization ❌ what most do instead: → 80% on creation, alignment, revisions and back and forth → 15% on a prayer → 5% on wondering why nothing worked step 3: set realistic timelines every channel has a different path to results: → paid search: 1-2 months → seo: 3-6 months → linkedin organic: 3-4 months → email: 1-2 months → podcast: 6-12 months step 4: prioritize channels using the 70/20/10 framework instead of spreading yourself thin: → primary (70%): proven channels for your business → secondary (20%): supporting channels that amplify primary → experimental (10%): new channels with potential bonus: know which channels to SKIP entirely yes, sometimes the best strategy is knowing where NOT to be. skip a channel if: → your ICP doesn't actively use it → you lack resources to maintain quality (the biggest issue i've seen so far) → you can't commit to its unique culture think b2b financial services really needs to be on tiktok? probably not. how to track what's actually working: multi-touch attribution is complex, but here's what works: → first/last touch attribution for trends → utm parameters religiously applied → survey data at conversion points → increment testing (pause channels to measure impact) remember: perfect attribution is impossible. focus on directional data. want my multichannel planning template? DM me and i'll send it your way. the goal isn't to be everywhere. it's to be exactly where your customers need you, when they need you. what's your biggest channel strategy challenge? drop it below 👇