{ "thesis": "Consistency alone does not build a content pipeline; consultancies need to create durable content assets that answer buyers' questions and continue helping them decide long after the feed has moved on.", "claims": [ { "text": "When stopping publication changes nothing about the pipeline, the content was not building a lasting asset.", "type": "argument", "source": "", "source_span": "That's the moment worth paying attention to, because it tells you what the content was actually doing. If stopping changes nothing, the posts weren't building anything. They were being spent." }, { "text": "Some content is consumed to produce short-term results, while other content continues working after the creator stops working on it.", "type": "argument", "source": "", "source_span": "A useful way to see it: some content is a resource and some is an asset." }, { "text": "A resource produces a short-term result, and its effect requires repeated publication to continue.", "type": "argument", "source": "", "source_span": "A resource gets consumed to produce a short-term result. You post, it gets seen for a day or two, and the feed moves on. To keep the effect going, you have to post again. And again." }, { "text": "An asset continues doing its job after the creator stops working on it.", "type": "argument", "source": "", "source_span": "An asset keeps doing its job after you stop working on it." }, { "text": "About 10% of posts continue gaining traffic over time instead of losing it, and those posts generate 38% of a blog's total traffic.", "type": "factual", "source": "HubSpot", "source_span": "HubSpot found that a small share of posts, about 10%, keep gaining traffic over time instead of losing it, and those posts end up generating 38% of a blog's total traffic." }, { "text": "One post that continues gaining traffic can bring in as much traffic as six regular posts.", "type": "factual", "source": "HubSpot", "source_span": "One of them brings in as much as six regular posts [1]." }, { "text": "The distinction between a resource and an asset is not the content format but whether the piece answers a question a buyer will still need answered next month.", "type": "argument", "source": "", "source_span": "The difference is not the format. A LinkedIn post can point to an asset; an article can be written like a resource. The difference is whether the piece answers something a buyer will still need answered next month." }, { "text": "Posting frequency does work for increasing reach.", "type": "argument", "source": "", "source_span": "Before going further, it's worth being fair to the treadmill, because it isn't a myth." }, { "text": "Accounts posting on LinkedIn 2 to 5 times a week receive about 1,182 more impressions per post than accounts posting once a week.", "type": "factual", "source": "Buffer", "source_span": "Buffer analyzed more than 2 million LinkedIn posts and found that accounts posting 2 to 5 times a week get about 1,182 more impressions per post than accounts posting once, and accounts posting 11 or more times a week get nearly 17,000 more [2]." }, { "text": "Accounts posting on LinkedIn 11 or more times a week receive nearly 17,000 more impressions per post than accounts posting once a week.", "type": "factual", "source": "Buffer", "source_span": "Buffer analyzed more than 2 million LinkedIn posts and found that accounts posting 2 to 5 times a week get about 1,182 more impressions per post than accounts posting once, and accounts posting 11 or more times a week get nearly 17,000 more [2]." }, { "text": "Posting more is a reasonable strategy when the goal is reach.", "type": "argument", "source": "", "source_span": "So if your goal is reach, posting more is a reasonable strategy." }, { "text": "Reach is not the same as being chosen, and impressions do not establish whether people understand what a business does or will think of it when they need its solution.", "type": "argument", "source": "", "source_span": "The problem is that reach is not the same thing as being chosen. Impressions measure how many people scrolled past you. They don't tell you whether any of those people understand what you do, or whether they will think of you when the problem you solve becomes urgent for them." }, { "text": "By the time a B2B buyer talks to a seller, the buyer is nearly 70% of the way through the purchase process.", "type": "factual", "source": "", "source_span": "By the time a B2B buyer talks to a seller, they are nearly 70% of the way through their purchase process, and in more than 80% of cases they are the ones who reach out first [3]." }, { "text": "In more than 80% of cases, B2B buyers reach out to sellers first.", "type": "factual", "source": "", "source_span": "By the time a B2B buyer talks to a seller, they are nearly 70% of the way through their purchase process, and in more than 80% of cases they are the ones who reach out first [3]." }, { "text": "At first contact, 81% of B2B buyers already have a preferred vendor.", "type": "factual", "source": "", "source_span": "At that first contact, 81% already have a preferred vendor [3]." }, { "text": "67% of B2B buyers prefer a buying experience without a sales representative.", "type": "factual", "source": "", "source_span": "And most of them would rather keep it that way: 67% of B2B buyers say they prefer a buying experience without a sales rep [4]." }, { "text": "Most of the B2B purchase decision happens before a seller is involved and before a buyer fills out a form.", "type": "argument", "source": "", "source_span": "Most of the decision happens while you are not in the room, before anyone fills out a form." }, { "text": "What buyers read while making decisions independently does the selling.", "type": "argument", "source": "", "source_span": "What the buyer reads during that time is what does the selling." }, { "text": "Content that has disappeared from the feed is not available as part of a buyer's later reading, while a clear explanation of the problem can remain discoverable and useful.", "type": "argument", "source": "", "source_span": "A post that disappeared three weeks ago isn't part of that reading. A clear explanation of the problem they are trying to solve, sitting where they can find it, is." }, { "text": "Consistency alone feels burdensome because it requires a business to be present every day in a conversation that mostly happens asynchronously.", "type": "argument", "source": "", "source_span": "That's why consistency alone feels so heavy. You are trying to be present in a conversation that mostly happens asynchronously, and the only tool you are using requires you to be there in person, every day." }, { "text": "A useful content asset does not have to be long or polished; it must answer a real buyer question in a way that remains true in six months.", "type": "argument", "source": "", "source_span": "An asset doesn't have to be long or polished. It has to answer a real question your buyer is stuck on, in a way that is still true in six months." }, { "text": "Explanations repeatedly given at the start of discovery calls are potential content assets that can be written down.", "type": "argument", "source": "", "source_span": "If you spend the start of most discovery calls walking people through the same concepts, that explanation is an asset waiting to be written." }, { "text": "Every field has decisions that people make badly because nobody has honestly laid out the options.", "type": "argument", "source": "", "source_span": "Every field has a decision people make badly because nobody laid out the options honestly." }, { "text": "Laying out the options honestly is useful whether or not buyers hire the consultancy.", "type": "argument", "source": "", "source_span": "Laying them out is useful whether or not they hire you." }, { "text": "Answering questions that arise just before buying can save both sides a call that ends with a conclusion that the consultancy is not a fit.", "type": "argument", "source": "", "source_span": "\"Is this right for a company our size?\" \"What does it require from us?\" Answering it in public saves both sides a call that ends in \"not a fit.\"" }, { "text": "Posts should introduce parts of a larger explanation and link back to the underlying content asset, rather than being the product themselves.", "type": "argument", "source": "", "source_span": "Then the posts change role. They stop being the product and become the way people find the product. Each one can introduce a piece of a larger explanation and link back to it." }, { "text": "A feed post fades quickly, but the content it points to can continue being useful.", "type": "argument", "source": "", "source_span": "The feed still fades in a day, but what it points to doesn't." }, { "text": "A practical test for content assets is to ask whether each published piece would still help a buyer decide while comparing options six months later.", "type": "argument", "source": "", "source_span": "Look at the last ten things you published and ask one question about each: if a buyer found this six months from now, while comparing options, would it still help them decide?" }, { "text": "If most published pieces would not help a buyer decide six months later, the problem is not posting frequency but the lack of content designed to outlast the feed.", "type": "argument", "source": "", "source_span": "If most of the answers are no, the issue isn't how often you post. It's that nothing you post is designed to outlast the feed." }, { "text": "Building more durable content does not require posting more and usually requires posting less, with each piece doing more.", "type": "argument", "source": "", "source_span": "That's fixable, and it doesn't require posting more. It usually requires posting less, with each piece doing more." }, { "text": "The article is the first in a series about building content that works while the creator is not present.", "type": "factual", "source": "", "source_span": "This is the first article in a series about building content that works while you're not in the room (the whole [method](https://wearedeiji.com/method/) is summarized on one page)." }, { "text": "The following articles in the series address finding buyer questions, explaining without turning every paragraph into a pitch, and identifying signals that content is working.", "type": "factual", "source": "", "source_span": "The next ones go through how to find those questions (*Stop asking what to write about. Ask what your buyer can't decide.*), how to answer them without turning every paragraph into a pitch (*How to explain without pitching in every paragraph*), and how to tell whether it's working (*Likes won't tell you if your content works. Three signals will.*)." }, { "text": "The free diagnosis uses a company's website, industry, and market to generate three questions buyers ask before choosing, and turns one question into five content formats.", "type": "factual", "source": "", "source_span": "If you'd rather start with your own buyers, our [free diagnosis](https://wearedeiji.com/tools/buyer-questions/) takes your website, industry and market, and sends you three questions your buyers ask before choosing, with one of them turned into an article, a post, a carousel, a short video and an email." } ], "entities_discussed": [ "LinkedIn", "HubSpot", "Buffer", "B2B buyers", "content assets", "content resources", "content marketing", "consultancies", "discovery calls", "buyer questions", "the content method", "free diagnosis" ], "cites": [ { "name": "HubSpot", "detail": "Finding that about 10% of posts continue gaining traffic over time and generate 38% of a blog's total traffic, with one such post bringing in as much as six regular posts [1]." }, { "name": "Buffer", "detail": "Analysis of more than 2 million LinkedIn posts, finding that accounts posting 2 to 5 times a week get about 1,182 more impressions per post than accounts posting once, and accounts posting 11 or more times a week get nearly 17,000 more [2]." }, { "name": "Source [3]", "detail": "The article attributes the findings that B2B buyers are nearly 70% through the purchase process before speaking to a seller, that in more than 80% of cases they reach out first, and that 81% already have a preferred vendor at first contact to citation [3], but does not name the source." }, { "name": "Source [4]", "detail": "The article attributes the finding that 67% of B2B buyers prefer a buying experience without a sales representative to citation [4], but does not name the source." } ], "author_stance": "The author argues that consultancies should stop treating frequent LinkedIn posting as the primary content strategy and instead create durable, buyer-focused content assets that help prospects make decisions independently and continue generating value beyond the feed." }