How to do B2B content marketing on LinkedIn

This is the playbook Anthony Pierri 🎸and I use.

↳ Delivering 6 million impressions in the last 90 days.

And many of those views turned into paying customers.

Here is our 5 step process:

1️⃣ Learn

Learning is the fuel to everything we do.

Why?

Because content marketing is all about sharing hard earned insights.

There are 3 ways we learn:

👷 Our project work with Fletch

Every day we work directly with early stage startups on their toughest GTM and product messaging challenges.

And by working on our craft and testing our models and frameworks with real situations...

We are able to uncover new insights that power improvements.

🧪 Research

There are many other experts out there following a similar playbook to ours.

And it’s a gold mine.

We immerse ourselves as much as possible to new case studies, frameworks, and points-of-view.

Here are a couple of our favorites podcasts:

→

First Round Capital Podcast

→

Lenny Rachitsky 's podcast

💬

LinkedIn DMs and Post Threads

We think of this motion as sticking our head directly into the market we serve.

We hear:

→ what founders and marketers are confused about

→ we get new questions that need answers

→ we get to test our thinking

On any given day, we have 20-100 chat conversations going.

_

All 3 of these inputs give us inspiration for new concepts and ideas.

2️⃣ Capture

Whenever we learn something new or spark an interesting idea that might be useful…

✏️ We write it down.

This happens in all the activities in step 1 — but also when we least expect it:

→ On walks

→ In the shower

→ Journalling before bed

We think about startups 24/7.

But writing it down gives us the opportunity to return to the idea.

3️⃣ Refine

A little known fact about Anthony and I...

❤️ We love to argue.

It’s our belief that open debate leads to better ideas — and also helps us solidify our learning.

On any given day, we spend at least an hour discussing some new concept (But usually it's A LOT longer)

We put a big emphasis on first principles because we think a lot of insights are overly complex — and not useful.

The results of these debates are our most refined insights and concepts.

4️⃣ Create

We then take those insights and try to communicate them in a visual way using

Figma

And pair the visual with a concise guide to the concept.

📐 Usually it starts with a sketch during our discussions.

But then we put on our design scarfs and try to make them even easier to understand.

👉 After all — good design is good communication.

This step can be fun — but also challenging.

It forces us to think even more clearly when we try to communicate it.

5️⃣ Publish

The last step…

📢 Is simply to share our work.

Our community on LinkedIn gives us the power of a fast feedback loop.

And this makes our concepts and frameworks EVEN BETTER.