🕵🏻‍♂️ content ideas for 5+ figure buyers

Dear Trencher,

LinkedIn isn't just a social media platform. It's a treasure trove of potential customers eager to connect, learn, and find solutions to their problems.

What makes LinkedIn truly remarkable is that you don't have to be a public speaker or a bestselling author to establish yourself as a thought leader in your niche.

But here's the reality check – while the potential is immense, leveraging LinkedIn is not a walk in the park. Not everyone succeeds in building a strong community and posting content that drives awareness and generates demand.

If you want to consistently engage with high-value prospects on LinkedIn, there are boxes to check.

In this newsletter, we'll unveil the secrets to finding content ideas that cut through the clutter and grab the attention of 5+ figure buyers.

Before we dive into the meat of the matter…if you want to elevate your B2B marketing game in 2024, join the Fullfunnel online academy and unlock the keys to B2B marketing success with our comprehensive courses.

You'll be joining a vibrant community of forward-thinking marketers driven by revenue growth.

Here's what you'll gain access to:

• 📚 All our B2B marketing courses including a 6-week ABM playbook, LinkedIn Allbound marketing playbook, and 11 more courses that aren't available to the public

• 💬 Private Slack community to answer all your burning questions

• 📋 Personalized learning plan. Unsure where to start or how to maximize your learning potential? We'll craft a tailored plan based on the time you can dedicate to your education.

• 🔍 Exclusive 'Behind the Scenes' sessions: Gain insights into what's working and what's not as we dissect real campaigns for our clients and ourselves.

• 🎟️ 30% discount for live events and bootcamps.

Now let’s get down to brass tacks. 

How to find content ideas that cut through the noise and capture the attention of 5+ figure buyers? 

First, let’s start with what not to do: running basic keyword research and coming up with ideas behind closed doors based on fictive personas.

See, the key to grabbing the attention of your target audience is identifying topics that they’re genuinely interested in. 

Here’s how: 👇

🔍 Step 1: Run Customer Research

From your deal analysis and customer interviews, find accurate answers to:

• What triggered them to start their search? Why now?

• What strategic goals were behind it?

• What are the challenges they couldn’t solve on their own?

• Which steps have they taken so far?

• What are some of the critical questions, concerns, or doubts they had?

• Their main evaluation and purchase criteria

🗺️ Step 2: Map Out Stages (beyond your funnel)

Go beyond the funnel and map out stages like:

• Triggers ;

• Understanding the issues ;

• Solution exploration ;

• Vendor evaluation ;

• Decision-making

❓ Step 3: Collect buyer’s questions and objections

For each stage, find out:

• Who was involved in the process

• What were they trying to learn and what questions did they have

• What are the objections or concerns they had

🌐 Step 4: Identify Priority Channels

Beyond the usual channels, include:

• Industry influencers and thought leaders

• Events and conferences

• Partner brands

• Industry influencers

• Communities

🧩 Step 5: Extract Common Topics

Regularly check your industry influencers’ posts and the comments and questions they’re getting. Also, keep an eye on the channels, events, and communities for frequent questions and additional topics.

🎤 Step 6: Founder Interviews

Interview your founders:

• What are the companies in the target market currently doing wrong? What can they do better?

• Why did you decide to create the product? What is the gap you’re seeing in the market? Why do you think it happens?

• How do your potential customers currently solve these needs? What are the alternative methods? Why do they prefer using them?

• What opportunities are they missing out on by relying on these alternatives?

• What do most competitors get wrong?

• What trends (technological, market, changes in consumer behavior, macroeconomic, political, regulatory…) make this switch urgent?

• What is your product vision? Where do you see the product evolving over the next 5 years? What is the next big thing in the market?

• What are the main ways in which different customers use your product?

• What are the outcomes they get? How are these outcomes valuable?

• What insights do they get from the product — and how are these insights valuable?

🗺️ Step 7: Create a Map of Informational Needs

Collect all the questions and topics (from steps 3, 5 & 6) in a map of informational needs - a document that summarizes all the topics, subtopics, and potential questions your buyers have as they move through the buying journey.

This will help you avoid irrelevant content that will be ignored, and will also prevent you from always wondering what your next piece of content should be about.

By following these 7 steps, you'll craft LinkedIn content that not only resonates but also positions you as a go-to source for your buyers.

Do you want to dive deeper? Check our Allbound LinkedIn Marketing playbook.👇

BEST SHARES FROM THE TRENCHES COMMUNITY

• How will we know marketing is working? Here are 3 areas to look at and explain to your revenue team.

• Everyone is screaming louder. And it’s making the whole game more expensive for everyone. Here is what to do when you can’t scream loud enough.

QUESTIONS FROM FELLOW TRENCHERS

Dear Trencher, if you can join the discussion and answer any of the questions below, click on the link and share your thoughts.

• Hi community, can someone in this group provide me with some custom HubSpot Dashboards for B2B marketing, especially for leads tracking performance, leads lifecycles stages, etc?

• Hi, where do you all go to find the key forums, communities, and associations for your target audience?

NOTE: If you found this content interesting and insightful, chances are you have 1 or 2 colleagues (well, maybe 03) who’d enjoy it as much as you do. Help them by sharing it.

See you in Trenches 😉

Adechina ODJO