The Best B2B Content Strategy to Generate Leads

In this video, Kevin and I break down the Be Helpful phase of the 5Bs Go-To-Market framework, the second step in building a B2B demand generation engine that actually works. We cover: → Why helpful content beats hype content every time and how it builds real trust with your dream customers → The "nobody got fired for hiring IBM" problem and why buyers stick with the status quo → How to extract content from subject matter experts without wasting their time → Matching your content format to each stage of the funnel, from top to bottom → Using the five stages of awareness framework to map content to where buyers actually are If you are a B2B marketer or founder pumping out hype content instead of building trust, this episode is for you. Tune in and learn: → Why demand generation is about solving real problems, not interrupting with hype → How to run quick 15 to 20 minute expert interviews that give you gold mine insights → The right content formats for top, mid, and bottom of the funnel → How to map content to the five stages of awareness, from unaware to most aware → Why content is your most scalable trust building asset, not just a traffic tool ----------------------------------------------------- 🔗 Links + CTAs ----------------------------------------------------- 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-gen... 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-a... ----------------------------------------------------- SUBSCRIBE to our channel: @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter GET the latest CONTENT: https://theb2bplaybook.com/ ----------------------------------------------------- Timestamps: 0:00 Intro and the Be Helpful framework 0:45 Why helpful content beats hype content 1:40 Nobody got fired for hiring IBM 3:00 HubSpot as a trust-building example 4:15 Extracting content from subject matter experts 6:30 Matching content format to the funnel 8:00 Repurposing webinars and pillar content 9:30 The five stages of awareness framework 12:30 Content as a trust-building tool 14:00 Key takeaways and recap S08 E241 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth