Content that works while you're not in the room.
Most B2B buyers make most of their decision before they ever talk to you. They read, compare and rule people out on their own. What they find during that time does the selling, or doesn't.
That's why we don't start from a content calendar. We start from the decisions your buyers are trying to make, and we build content that helps them make those decisions, so they arrive at your first call already knowing how you think.
This page explains the method in brief. Each part has its own article, with examples and sources.
Where it starts
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The problem
You post every week. So why isn't your pipeline moving?
The difference between content you spend and content that builds. Posts that fade in a day are resources; pieces that keep answering a buyer's question are assets.
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The raw material
Why does every sales call start from zero?
The best content a firm can publish is usually already in its sales calls: the explanation the founder gives every time, which disappears when the call ends.
The method: four steps
Every piece goes through the same four steps, in order.
- 01 · KnowBefore writing anything, we find out who is deciding, what situation they're in and what they can't decide yet. The brief is a question your buyer would say out loud.
- 02 · ServeThen we answer that question in a way that helps, whether or not the answer is you: the problem first, every real option, the trade-offs, when each one fits.
- 03 · SignalInstead of claiming expertise, the piece shows the reasoning behind it: real decisions, mistakes and the rules they produced. The reader draws the conclusion.
- 04 · LeadA buyer who reads how you think starts to think about the problem the same way. They reach the first conversation already working inside your frame.
Each step, in depth
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Step 1 · Know
Stop asking what to write about. Ask what your buyer can't decide.
How to find the doubt that stops your buyer from deciding, and where those questions already are.
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Step 2 · Serve
How to explain without pitching in every paragraph
A structure for explaining the problem, the options and the trade-offs, with the pitch at the end and shorter.
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Steps 3 and 4 · Signal and Lead
How to show expertise without calling yourself an expert
Five ways to make your reasoning visible, and how that reasoning shapes the conversations that follow.
The structure: three kinds of content
The four steps make each piece useful. The structure makes the pieces work together, organized by the buyer's decision instead of by date.
- Customer education: what's really going on, what are my options, what does each one cost me?
- Thought leadership: how does this firm think?
- Decision-stage content: is this firm right for us?
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The structure
Your blog is a pile of articles. Your buyer needs a path.
Why buyers don't read in order, and how to give them a path through your content.
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The third kind
Who this is for, and who it isn't
Who it's for, who it isn't, what it requires, how it works and what it costs. Including our own.
How we know it's working
Impressions show who scrolled past. The signals that matter are how many prospects arrive already familiar with your approach, whether they can describe how you're different, and how long the sales cycle takes.
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Measurement
Likes won't tell you if your content works. Three signals will.
Three signals a small firm can track by asking two questions on every discovery call.
See it with your own buyers.
The method starts with your buyers' questions. Our free diagnosis takes your website, industry and market, and sends you three questions your buyers ask before choosing, where they come from, and one of them turned into an article, a LinkedIn post, a carousel, a short video and an email.