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🙏 Content Heaven, Content Hell 🔥#0

Alan Wanders
Alan Wanders
Do you find B2B content a bit dull? Same.
That’s because so many companies use this one approach when they decide what content to produce…
  1. They define their audience by job description
  2. They put content in front of them that solves their problems
This works OK, but because everyone’s doing it, it’s getting harder to make people care. Transactional problem solving alone doesn’t build relationships, and who in B2B only wants to be known by their JD?
So there’s a big opportunity out there to find out who your audience really is, and make them care about you. To shed your skin and try something new.
I’d like to help by dropping you an email every other week with…
🙏A content idea you won’t have heard before (that’s content heaven)
🔥A content practice that deserves to be thrown down to the deepest, darkest bowels of this earth (content hell, of course)
Let’s take an axe to boring B2B content, one email at a time.

Content Heaven 🙏 - The Legal Boombox
When you really want someone’s attention, you’ve got two very good options…
  1. Send them a thoughtful and well-written email
  2. Turn up at their home with a boombox
Number 2 has been illegal in the UK since 2018, so should only be understood as a metaphor for pulling out all the stops.
Here’s an example. I wanted to start a conversation with Harry Dry about a site I just put live. Email seemed like the boring option.
So I created a Linkedin ad campaign that targeted everyone at Marketing Examples (Harry’s business on Linkedin) and then all wedding DJs from Scotland and Wales to make up Linkedin’s minimum audience size of 500 people.
Did it work? Well, no. Not because it wasn’t a sound approach (you’re in heaven, remember?), but because Harry was taking a break from Linkedin.
“Costly Signalling Theory” is an evolutionary theory which explains that - among hunters - pulling out all the stops to catch a mammoth, not just a deer, makes you more likely to find a mate. Although it’s wasteful, it supposedly sends a strong message about the type of person you are.
I only spent £30 on the campaign because just a few wedding DJs clicked over the two weeks the ad was live, so not too wasteful.
Give it a go on whoever’s most important to your influencer strategy!
Content Hell 🔥 - The Lowball
Lots has already been said about how B2B companies shouldn’t just compete on price. You can read about here or here or here.
But competing on price alone has a special place in hell for content marketers, who probably suffer most from this approach.
Being cheap is fun for a bit. There’s the wash of optimism that comes with better conversion rates, but before long you realise all your customers are looking for that one product that’s as close to free as possible.
That fact alone knocks the wind out of your content strategy.
Suddenly your target customer is not the one who will benefit most from your product, but the one who will benefit from the product being closest to being free.
Now you’re producing lots of content where you’re leaning on the fact is that your product is the cheapest. Even if you focus on features, brand, or audience, the biggest pull is that you’re the cheapest.
Although you’re attracting new business, your brand is slowly drained of its identity, and then has a major life crisis when your competitors drop their prices or reshuffle their pricing tiers.
You’re left with a stack of unfocused content that speaks to everyone
  1. About how you’re the cheapest (no longer relevant)
  2. About whatever your secondary messages are (they were never as relevant)
So what’s the antidote? Put content out there for a clearly defined audience. Talk about price if it makes sense to that context, but don’t lean on it.
Or one day you’ll have to walk it back, and that’ll hurt.
TL;DR
  • Content heaven 🙏 Make people feel special with a Linkedin ad that’s just for them
  • Content hell 🔥 Put out lots of stuff about how you’re the cheapest
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Alan Wanders
Alan Wanders

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