Pierre Herubel's Linkedin Analytics

Too many brands start from "let's go viral". Here are the 3 strategic tasks they're missing: 1. A business strategy with "offer-market fit" 2. A positioning strategy with clear messaging 3. A roadmap to turn (1) and (2) into content They want to "go viral" but: - Don't know who they're talking to; - Don't know what problem they solve; - Don't know what to say in the content. They're missing the foundations of content. So they end up optimizing small details: - "What should be the color of the banner?" - "I think it didn't perform because of the CTA" Now of course content in 2025 is about EXECUTION. - You need the right hooks & skimmable content - You need great graphics & top notch video editing - You need to combine formats, types, and channels But as any other marketing tactic, content relies on foundations. Here are 3 examples on how exactly: - Solid content pillars → based on messaging - Good story telling → based on value proposition - Interesting narrative → based on audience knowledge So let's focus on business strategy (1) and positioning strategy (2) first. Content strategy (3) comes next. Follow me Pierre Herubel for daily marketing tips.

The worst marketing scenario for B2B founders: - Copy competitors' content with no direction - Launch new tactics without clear roadmap - Try a new hack, abandon, try another one - Forget to track and analyze results In other words: run in every directions. The worst marketing scenario is when you don't have a clear direction. Or even worse, when you have multiple directions at the same time. One step ahead, two step backs, get lost, then start from scratch again. An unclear direction is devastating for morale: - Lack of clarity → "where are we going with this?" - Decision Paralysis → "what should we do next now?" - Poor results → "prospects are not interested right now" From the market perspective, it's even worse. - "I don't get what they do, it's always changing" - "I think they boost revenue, but not sure how" If you publish content, ads, or headlines and change all the time, your audience won't be able to 'position' you in their mind. You'll remain an unclear noise constantly fluctuating in the background. Good news: there is a clear roadmap to set up a direction. 1. Marketing Strategy: Lay down the foundation You need to constantly define and update the big 6 (Target Audience, Offer, Value Proposition, Positioning, Messaging, Brand Manifesto). They will be your leading light to make all your decisions. 2. Marketing System: Plan your efforts Before trying to publish content, ads or pages, 'think systems' first. You need to install a robust roadmap to organize your marketing actions. For early stage startups, installing a marketing backlog is mandatory (link in comments). 3. Marketing Operations: Reach your audience Becoming 'top of mind' is a game of repetition. You need to spread your messages coherently and consistently across all your channels. If you are solving a PUR problem and communicate how, you'll build momentum. **** Important precision: Your 'messaging' and 'positioning' are not visible by the audience as such. They are revealed through your copy, headlines, speeches and everything that is seen or heard by the audience. Writing something on a slide doesn't matter. What matters are all the touch points that you release on the market Follow me Pierre Herubel for daily marketing tips. PS: I’ll help you setup your messaging and positioning in my 5-week bootcamp. Click “visit my website”.

- "They were lucky" - "They had a network" - "It's an overnight success" Business success is often misunderstood. But when you run one, you notice patterns; - It's all about repeating tasks, at scale; - You need to test and install systems; - As you grow, you need new skills. And above all you notice that: Luck is rarely involved.

I build profitable content strategies for breakfast. Here are 7 content tactics with the highest ROI: 1. A signature concept (or big idea) that you repeat over and over. That's how you build a positioning over time. 2. A photoshoot for you and your team from a professional photographer. Each person gets 40 photos, that's 6 months worth of brand content. 3. A video podcast repurposed into clips. Distribute the long form on YouTube and the short forms on YouTube Shorts and Instagram Reels. 4. A library where you store all your pieces of content (posts, videos, newsletters, clips...). So you can repurpose effortlessly. 5. An AI tool to record meetings, get the transcript, and get content ideas based on each speaker. 6. A weekly thought leadership newsletter. You can make it a profitable product with a paid subscription, CTA to your offer, or sponsorships. 7. A video sales letter (VSL) on your website with a long version (5 minutes) and a short version (2 minutes) for ads. Send traffic to it, and iterate based on analytics. Follow me Pierre Herubel for daily marketing tips.