My (new) perspective on creating content as a strategy for driving new business
TL; DR: I no longer think it’s necessary or valuable
2-minute read
Since moving to an in-house role, I’ve changed my perspective on the value and need for individuals to be content creators as a strategy for driving new business.
TL; DR: I no longer think it’s a necessary or valuable method for driving new business. Not at scale, anyway.
First, I want to establish context about what I’m talking about:
The word “content” refers to personally posting on LinkedIn and other channels where prospective buyers might consume your stuff. This can also include creating other forms of media targeting your buyer/industry.
I'm primarily referring to in-house people at B2B companies having personal brands. AKA, in-house people selling B2B products and services to other in-house people. This includes founders and CEOs having personal brands.
FTR, this is a huge divergence from my thinking over the last 4 years.
Here’s why my perspective has shifted:
Since moving in-house, I personally do not consume content associated with my job. I’m too busy. The content I do consume is around personal interests and enjoyment. And it’s not on LinkedIn. It’s all podcasts and newsletters.
When I visit my LinkedIn feed, which is becoming harder and harder to stomach, it’s to be distracted and mess around. It’s not to find content as a buyer of products and services. (My buyer hat isn't on.)
I don’t think I’m alone in this. In-house people at B2B companies who are also buyers of products and services are busy. Most are apathetic with regard to any form of content—ignoring the volume of slide deck posts, videos, and takes on anything—even if those things are talking about their industry and day-to-day jobs.
Before some of you get all professional development triggered and accuse me of not investing in my professional growth, let me pull over and address that quickly.
Buyer behavior, conversations, market dynamics and trends, and results inform how I do my job. I don’t need to scroll through a LinkedIn feed (or plug into other platforms/mediums) to get this feedback. I just need to be invested in my job.
Now back to the “there’s no reason for in-house people to build personal brands” track…
Most B2B buyers buy in the following ways:
*Within the context of B2B products and services over $10K in ACV (not PLG, self-serve, or B2C).
Peer recommendation/referral
Social ads
Search (includes review sites)
Cold outreach
*Channel mix depends on the business, what’s being sold, and the target market(s). But these are them.
My new opinion is that if you’re an in-house seller, marketer, CEO, or senior leader, posting on LinkedIn or trying to become an industry thought leader is a waste of time and a distraction from what matters in your job.
(I do think this can work for indie consultants/agencies since following someone who’s a domain expert keeps them top of mind. But it's certainly not necessary.)
Last thing:
So why do I still post stuff? Because I enjoy the creative process. That’s it.
I have thoughts, opinions, and perspectives. Getting them out of my head, into a Google doc, and eventually into post format is fun, challenging, and personally rewarding. It’s a way for me to articulate the stuff buzzing around in my head—the things others are telling me and that I’m thinking about myself.
It’s public journaling. It’s not biz dev.