Build Your B2B Content Strategy with my Course

In 2022, I bootstrapped an agency to $1M in 14 months, and sold it in 2023. During this time, I went from 'growth marketer' to 'content marketer' for 1 simple reason: 

B2B buyers educate themselves with content before buying.

- They prefer to discover you with a LinkedIn post
- Then watch a 10-min youtube explaining your POV
- Or reading a newsletter about an in-depth case study

That's how they buy, and you need to adapt.

So you need to create content but the goal is not to become a pop star.

You don't want to follow this weird model where you publish 'engaging stories' and then 'funnel down' people to middle of funnel content.

What you want is to position yourself and your business as an industry authority.

That's why I created the authority-first framework.

To help B2B businesses create content that attract buyers.

- Check out our website here: contentpath.co
- Or you can DM me directly to start working together.

Many founders confuse marketing strategy with tactics:

- They think "running ads" is a strategy;
- They think "posting daily" is a strategy;
- They think "doing webinars" is a strategy.

Because of this confusion, they don't have a high level plan.

- Who are we helping;
- For what problem;
- How we solve it differently;
- And what do we say.

As a result, they lack focus and direction.

- "Let's try this new channel!"
- "I read about a new automation hack!"
- "We don't want to miss this opportunity"

And it puts the business into a reactive posture:

No clear direction → Something external happens → We react to it → We try a new tactic → Intensify the lack of direction

To get out of this reactive marketing loop, you need to:

Distinguish strategy from tactics.

1. Strategy comes first: It's the high-level plan that guides how to achieve revenue goals.

2. Tactics come second: It's the specific actions and methods used to execute the strategy.

And don't forget the feedback loop between them.

Tactics' results always inform the strategic decisions.

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Pierre Herubel

I help B2B businesses get clients with content

I've helped over 400 businesses with marketing.

Most of them face THIS situation:

They lack clarity about their marketing problems.

As a result, they treat symptoms but not root problems.

- Try new tactics while the target audience is undefined
- Write new headlines with unclear messaging
- Blame tools, tactics, and channels
- Never assess the positioning

They focus on surface-level problems while deeper ones are hurting badly the business. They are changing the color of the wallpaper while the house is built on a ravine.

Sometimes, they even blame external factors:

- "Let's fire the agency, they send poor leads"
- "Our CRM doesn't have the right features"
- "This channel is bad, let's try a new one"

But deeper marketing problems are still here.

And the causes are often the same:

- Too product-centric → "Our product is the best"
- The sunk cost fallacy → "We can't change this now"
- Not enough market-oriented → "The market will adapt"

As a result, product and strategic problems are silently killing the business.

Here's the perfect scenario to move on:

Founder: I did a 2-week meditation retreat in the mountains, my ego has vanished - what should I do now?
Me: Let's analyze the 4 layers of marketing problems:

1. Surface-level Problems

You need to change your copy, channels, tactics, or tools to get more conversions. The criticality level is low, install a backlog and experiment changes.

2. Structural Problems

You need to plan structural changes with a 3-month roadmap. Audit your systems, teams, KPIs, and budget to revamp your marketing system.

3. Strategic Problems

You need to align your business and the market now. Work on your ICP, positioning, offer, and messaging. Each day that passes without addressing this issue, you accumulate marketing debt and diminish the perceived value.

4. Product Problems

You need to rethink your product capability for your target audience. It might be time to focus on a more specific use case or pivot your efforts to solve a stronger PUR problem (painful, urgent, recognized). 

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The Repurposing Factory is live ! (New course)

CEO: "Our website doesn't convert, it must be the copy"
Me: "It could come from those 4 problems:"

1. Indeed, it could be a copywriting issue.

2. But it might be because of an unclear messaging;

3. Maybe, your value proposition (or offer) is not appealing;

4. Or, your target audience is not properly defined.

Now to be honest, it's rarely only a copywriting issue.

The problem is often rooted into a deeper marketing layer.

Because here's the truth:

Copywriting can't fix a broken marketing strategy.

- Fixing the headline won't make your offer "irresistible";
- Changing the ads won't create buying intent instantly;
- Posting content won't create a market problem.

CEO: "So what should I do for my website conversions? We need leads NOW!" 
Me: "Take a deep breath, and get back to the basics:"

1. What is the market problem you're fixing?
2. Who is your ideal customer within this market?
3. How do you fix THEIR problem exactly?
4. What offer can you propose them?
5. What is your desired market positioning?
6. What is your unique selling proposition?
7. How do you show this offer with key messages?

Answer those 7 questions, then update the website's copy.

Follow me Pierre Herubel for daily marketing tips.

I help B2B Businesses get clients with content

Founder: "What should we include in our messaging?"

Me: "First, you need to answer those 5 questions:"

1. What does my Unaware audience need to notice first?

2. What symptoms help them realize the real problem?

3. What proof helps them trust the solution category?

4. What makes my method obviously better than the alternatives?

5. What gives the Most Aware audience a reason to act NOW?

Most companies only focus on the last question.

They're only speaking to the "most aware".

- Always pushing “you should buy now”
- Always sharing promos, discounts, CTAs
- Always posting technical product guides

And then they wonder:

“Why aren’t more people converting?”

Because 99% of your audience is NOT Most Aware.

The brands that win do the opposite:

- They educate before they sell.
- They cover the 5 stages of awareness.
- They build belief before they ask for action.

Now here's the truth:

You can't control who's in what stage.

But you can vary your content mix to cover the whole spectrum.

Follow me, Pierre Herubel, for daily marketing tips.

“Marketing is easy, you just need to find leads.”

Sure, but you also need to build an entire marketing machine:

1. Define a clear, relevant strategy that actually matches your market.

2. Choose the right tactics and deploy them at the right time.

3. Show up every day with consistent actions, even when results are slow.

Here's the truth:

Commenting on a tech product feels difficult. 

But commenting on marketing feels simple.

- "We don't need this strategy, let's skip to leadgen"
- "I think we should go viral on socials, not do webinars"

And the reason is simple:

The real work behind growth is invisible.

- It's the quiet strategic thinking and research.
- It's the robust systems behind the scenes.
- It's the daily discipline on boring tasks.

It’s about building a real marketing machine.

And the machine is 99% invisible.

So I designed this "Marketing Machine" infographic to show what happens behind the scenes.

- Weeks spent refining positioning until it finally clicks.
- Months testing messages no one will ever see.
- Designing campaigns, funnels, and content plans.
- Publishing content consistently, even when results are slow.
- Sending DMs or emails every day without skipping.

To every marketer doing the invisible work, keep going.

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Many founders hesitate between content & growth:

- "Should we launch a newsletter or paid ads?" 
- “Should we build an audience or activate users?"
- “Should we hire a content or a growth person first?”

Here's what I often tell founders:

Content and growth are not mutually exclusive.

- You should plan content for long term results;
- And launch growth marketing sprints for short term.

Because their main difference is the time horizon.

1. With content marketing:

- You launch a content program (e.g. video podcast + repurposing)
- You stay consistent for at least 6 months.
- You build authority and get leads.

2. With growth marketing:

- You launch a growth experimentation (e.g. a signup flow)
- You A/B test for 4 weeks and then analyze.
- You get your first learnings to iterate.

That's how you run content & growth in parallel.

Now of course you can combine them (3 examples):

1. Use your best organic content for your paid ads.

2. Collaborate on custom content for ABM sprints.

3. Gather intent signals from content for targeting.

And for both, there is no magic trick.

- You need to focus and discipline.
- You need a great strategy and solid execution.
- You need to listen to your audience and iterate.

What's your favorite between content and growth?

Follow me, Pierre Herubel, for daily marketing tips.

In 2022, I bootstrapped an agency to $1M in 14 months, and sold it in 2023. During this time, I went from 'growth marketer' to 'content marketer' for 1 simple reason: 

B2B buyers educate themselves with content before buying.

- They prefer to discover you with a LinkedIn post
- Then watch a 10-min youtube explaining your POV
- Or reading a newsletter about an in-depth case study

That's how they buy, and you need to adapt.

So you need to create content but the goal is not to become a pop star.

You don't want to follow this weird model where you publish 'engaging stories' and then 'funnel down' people to middle of funnel content.

What you want is to position yourself and your business as an industry authority.

That's why I created the authority-first framework.

To help B2B businesses create content that attract buyers.

- You can start applying the framework with my course: https://www.pierreherubel.com/course
- Or you can DM me directly to start working together.

I've helped over 100 brands fix their content creation.

And most of them face the SAME problem:

They create content but they don’t repurpose it.

Here's what happens exactly:

- They spend a lot of time producing content
- Then post it once and move on to the next idea

They treat every piece as single-use.

And this leads to 4 deeper problems:

- Sub-Problem (1): They brainstorm new ideas every day instead of building from what already performs.

- Sub-Problem (2): They post inconsistently because they reinvent the wheel every time.

- Sub-Problem (3): They waste time on production instead of multiplying distribution.

- Sub-Problem (4): They never build assets that compound across channels.

They’re trying to “fix” content by adding more ideas, when the real solution is to repurpose the best ones.

Now here's what I found out:

Most businesses don't have a clear repurposing system.

- "How to know what to repurpose?"
- "How to repeat without boring the audience?"
- "What formats should I use when repurposing?"

That's why I just released my new course "The Repurposing Factory".

It will teach you:

1. Turn one strong idea into 20+ pieces of content

2. Plan repurposing with 11 validated flows

3. Build visual consistency across time and channels

4. Use AI to accelerate repurposing

Click on "visit my website" and join 180+ members.

Evergreen and launch marketing are opposites.

But there's one BIG insight that changes everything:

You can combine them into a hybrid growth system.

Let me explain:

In Evergreen marketing:

- The offer generate sales all year round.
- Growth compounds slowly but steadily.
- Systems are automated and predictable.

In Launch marketing:

- Urgency drives momentum during the launch.
- Sales happen in short, high-intensity windows.
- Big cash injections fuel the next growth phase.

So YES, these 2 approaches are opposites.

And choosing between an evergreen or launch will completely change your day-to-day. It depends on what you prefer.

- Some businesses prefer steady, predictable growth all year long.
- Other prefer big, high-energy launches that create momentum.

I prefer an hybrid approach.

I combine an evergreen marketing strategy with 3 launches per year.

Here's why it's a great approach:

1. Most of your growth comes from steady sales from your main offer.

2. But you also build momentum during the peak seasons of your industry.

3. So you secure a monthly recurring revenue, and quarterly cash injections.

It's a good mix between security and velocity.

How do you combine evergreen and launch marketing?

Follow me, Pierre Herubel, for daily marketing tips.

This is the winning B2B Marketing playbook for 2025.

Let me break it down for you with 4 pillars:

1. Create content for passive buyers

Some businesses are not ready to buy (for various reasons) and don't want to be in your linear sales sequence. The best scenario is to build top of mind awareness for these types of buyers through content marketing.

Here's the winning trio for 2025:

- Social posts thought leadership
- In depth expert videos
- Expert newsletters

2. Get ready to capture demand from active buyers

When they're ready, businesses want a fast response across channels. If you take 48 hours to reply to an inquiry, you'll lose (especially in red ocean markets). Build an efficient inbound sales system to capture and manage demand.

Here's what you need in 2025;

- A video sales letter (VSL)
- Chatbots with fast answers
- Optimized social media profiles
- Dynamic forms to segment leads

3. Run warm outreach for potentially active buyers

Some ready-to-buy prospects who like your brand may not contact you. They may be busy, forget, or assume you’ll reach out. Acknowledge this reality and contact them directly.

- Social selling (also called setting)
- ABM for larger accounts
- Warm emails

4. Invest in an intent signals gathering system

To make the warm outreach more efficient, invest in an internal system to gather intent. You can combine engagement metrics, gated content interactions, website visitors, product analytics, external tools, and potentially AI.

Note: there is still room for a BIG player to solve this problem.

Follow me Pierre Herubel for daily marketing tips

Most B2B businesses’ content plan looks like:

- “We're proud to receive this award!”
- Show our “brand values”
- Promote an ebook
- "Meet our new sales director!"

Here’s the harsh truth:

You won’t become the go-to expert of your industry with this kind of content.

Instead, you need to start thinking more like a media.

- Build a brand where people get info from
- Post content people save and reuse daily
- Help your audience with in-depth insights

Your audience needs to feel “They really understand my day-to-day and give me useful tips, I want to follow them”

That’s how you build top of mind awareness.

And guess who they’ll call when they need help?

Jason Dhorajiwala

I just crossed 160,000 followers.

Since 2022, I saw the 3 phases of B2B content:

1. Blue ocean (2020 - 2023): low competition and high rewards. You could publish simple text posts and get hundreds of thousands of impressions.

2. Gold rush (2023-2025): Ads became expensive and outbound harder so more B2B businesses started content. Best practices were available everywhere. 

3. Red ocean (2025-20??): high competition but same level of attention. The entry barriers got lower with AI creation so it's now difficult to stand out.

All of this happened in only 5 years.

Opportunity → Growth → Structuration.

But it hasn't reached the "saturation" phase.

In the wider context of B2B marketing, content is still a relatively new space compared to ads, webinars, or outbound for example.

And there are still growth opportunities:

- Visual content (such as infographics)
- Entire teams publishing content
- Sponsored thought leadership
- Collabs with other creators
- Content with influencers
- B2B social live events
- Build in public

So let's move forward with new growth opportunities.

And never forget the 1st rule:

"You can't lose if you don't quit."

I create over 40 pieces of content per week.

Here are my 7 repurposing tactics:

1. I use the 'extend' repurposing process (while everyone else is using the 'cut' process).

2. One winning insight becomes 1 carrousel, 1 infographic, 1 newsletter, 1 blog article, 1 video, 5 short videos, and then 5 posts again. (1 = 15 rule)

3. I created a library of visual assets.

4. I have predetermined outlines to repurpose faster (example: it takes me only 30 minutes to turn a carrousel into an infographic)

5. When I create a content plan for my clients, I plan the repurposing system before the content creation (this changes everything).

6. I built a feedback loop system relying on social listening, polls, and keywords analysis. So the ideation process is smooth.

7. I developed a 'master content' process that allows you to run a 3-month marketing campaign from 1 central piece of content.

👋 Learn to build your content repurposing system → Click on "visit my website" to learn more about my repurposing factory course

Most businesses have no real newsletter strategy:

- "We will send 1 newsletter per month"
- "We will share our company news"
- "We will add CTAs to our website"

They treat the newsletter as a task, not a real marketing tactic.

On the other side, some businesses:

- Use their newsletter as a strategic asset;
- Send qualified audience to grow the asset;
- Turn their newsletter into a revenue machine.

The difference? They have a newsletter strategy.

To be exact, they followed 5 key steps:

1. They built the strategic foundations
2. The newsletter has a value proposition
3. They have a clear content posture
4. They installed an audience feedback loop
5. They created a clear content plan

You'll find the full breakdown in the infographic enclosed.

So here's my advice (if you want to turn your newsletter into an asset):

Stop sending newsletters on autopilot.

Pause. Create a strategy with the 5 steps. Then start again.

Follow me, Pierre Herubel, for daily marketing tips.

🎉 I'm excited to launch "The Repurposing Factory"!

This content repurposing course will teach you:

1. How to turn one idea into 20+ pieces of content
2. How to accelerate repurposing with AI flows
3. The 11 repurposing routes I used to get 50M impressions
4. How to build a visual library for repurposing

(Join here: https://lnkd.in/g9BrakMi)

Because here's the truth:

The future of content belongs to repurposing.

- You can publish content at scale
- You stay consistent across every channel
- You turn your best ideas into compounding assets

All you need is the right system.

So join 180+ members and install your repurposing system today.

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