B2B Content Marketing Advisor

Adnovum

Senior Marketing Manager

1plusX

Marketing Manager

Zühlke Group

Digital Communication & Marketing Manager

Marketing and Communications Trainee

Tesla

Sales And Marketing Intern

Funicolare San Salvatore SA

Marketing Consultant

Logilux - Agenzia di Hostess e Promoter

Event Manager

Content & LinkedIn strategist | I help B2B & SaaS companies create and execute content systems that drive revenue 🚀

My content marketing journey started with the first online communities in 2000, when I grew my art blog to 120K+ followers.

I'm a B2B marketer with 9+ years of experience in the tech and SaaS space. I've developed successful content strategies, built brand and product messaging from scratch, and have grown social accounts to thousands of followers.

As a B2B content marketing advisor, I help B2B & SaaS companies create and execute multi-channel content strategies that drive tangible business results.

I'm happy to help you with the following:

✅  Content strategy
✅  Content creation
✅  Marketing advisory
✅  Social media content strategy with a focus on LinkedIn

More content in less time? Cool
Business-relevant content in less time? 🔥 💰 🎯 
But how do you do it?

Here are a few gold nuggets on content formats I never leave out when creating content strategies for my clients.

The perks?

🔥 Consistent messaging
🔥 Demonstration of your expertise
🔥 Direct alignment with your offering
🔥 Scalable and consistent content output
🔥 A first taste of what it's like to work with you

Repurposing done right is a lot more than just copy-pasting content you created X months ago.

***
#contentmarketing #contentcreation #contentstrategy #linkedin 

Sara Stella Lattanzio

Content strategy is pointless desk research and just kills the learning curve.

Someone 𝘭𝘪𝘵𝘦𝘳𝘢𝘭𝘭𝘺 told me this.


😒 We all WANT TO DO STUFF NOW 
🙄 And ideally, see results yesterday 


And it makes sense, if you have been burned 
by an agency or consultant that gave you something 𝗹𝗶𝗸𝗲 𝘁𝗵𝗶𝘀:

💩 Powerpoint presentation + SWOT analysis you'll never open again
💩 Color-coded content calendar
💩 Well-researched keyword list

If that is your idea of content strategy, you're on the 𝗪𝗥𝗢𝗡𝗚 track.

Because that's what it really is:

💡 Clarity on what tactics will bring you the highest return
💡 Plan of action based on your business and revenue goals
💡 Focus to ensure your content ties back to your business goals
💡 Processes to scale content output, enabling your team to succeed
💡Understanding what interests your audience, and what makes them buy

But most importantly:
𝗦𝗲𝗲𝗶𝗻𝗴 𝗮𝗹𝗹 𝘁𝗵𝗮𝘁 𝘁𝗶𝗺𝗲, 𝗵𝗲𝗮𝗱𝗰𝗼𝘂𝗻𝘁 𝗮𝗻𝗱 𝗺𝗼𝗻𝗲𝘆 𝗶𝗻𝘃𝗲𝘀𝘁𝗲𝗱 𝗶𝗻 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗽𝗮𝘆 𝗼𝗳𝗳


Call it useless desk research.

***
#contentmarketing #contentstrategy #b2bmarketing #businessstrategy 

A few months ago, I wrote a post about hitting 10K followers on here. 
Today, I'm writing one about passing 20K. 

5 takeaways: 

1️⃣ My content strategy 🚀 
I publish content more often now - 4 or 5 times/ week. That's because I have improved my systems for capturing ideas, creating content, and repurposing it. My current priority is no longer "growth," but rather actively engaging, and nurturing my existing network. A few examples of this shift include my content collaboration series, 𝗣𝗲𝗼𝗽𝗹𝗲 𝗼𝗳 𝗖𝗼𝗻𝘁𝗲𝗻𝘁, dedicating more time to virtual coffees, DMs, as well as offline networking. 
Yes, I said 𝗼𝗳𝗳𝗹𝗶𝗻𝗲. It's still a thing.

2️⃣ Followers still don't pay rent 💰 
No matter if you have 10, 200 or 500K. 
However, the perks of growing an online network are several. LinkedIn means constant exposure to free learning and development opportunities. 
It's never been more important to carefully select the content you consume though, as the rise of AI-generated mediocre content, false claims, and clickbait can harm both your wallets and mental health.

3️⃣ New relationships 🤝
I shifted my focus heavily on content marketing.  As a result, I now prioritize following and connecting with people specifically involved in the content space. This shift is also visible in the podcasts I listen to, the blogs I read, and the events I attend.

4️⃣ Focus 👁 
Niching down is 𝗻𝗼𝘁 𝗯𝗹𝗮𝗯𝗹𝗮. Especially if you want to create a side hustle or just position yourself as an expert in X - it's a must. A huge advantage of niche-ing down is the ease and effectiveness it brings to content creation. 
By establishing specific boundaries for ideas and topics, you can consistently reinforce your messaging and positioning. 

5️⃣ Opportunities 🚀 
Since I started receiving multiple inbound requests, I recently started freelancing as a content strategist alongside my work at Adnovum (who have been incredibly supportive of this). 
Additionally, I have been consistently invited to participate in podcasts, featured in articles, and have even started receiving paid engagement opportunities. 

𝗧𝗟𝗗𝗥;

2 years of non-stop content creation on here, and still, you can never sleep on a formula that seems to work.

Next stage, next strategy. 

𝟮𝟬𝗞 𝘁𝗶𝗺𝗲𝘀 𝘁𝗵𝗮𝗻𝗸 𝘆𝗼𝘂 🎉 

The problem with '𝘴𝘵𝘦𝘢𝘭𝘪𝘯𝘨 𝘤𝘰𝘯𝘵𝘦𝘯𝘵 𝘪𝘯𝘴𝘱𝘪𝘳𝘢𝘵𝘪𝘰𝘯' from competitors:



There’s a fine line between 
a) adding a valuable perspective on a current topic 💡 
b) just drowning in the sea of sameness 🌊 


Originality is needed to stop the scroll on social.
Originality is needed to rank on Google according to E-E-A-T.
Originality is needed to differentiate valuable content from AI content soup.


Successful content strategies aren’t built on crutch content.
No matter what channel you pick.


***
H/T @samdespo on TikTok
#contentmarketing #contentstrategy #thoughtleadership #socialmedia 


Whether you pro-SEO or hate on SEO...

𝗧𝗵𝗶𝘀 𝗲𝗱𝗶𝘁𝗶𝗼𝗻 𝗼𝗳 𝗣𝗲𝗼𝗽𝗹𝗲 𝗼𝗳 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗶𝘀 𝗳𝗼𝗿 𝘆𝗼𝘂!

This week I share the stage (or slides) with Tim Hanson, a friend and content genius that focuses on 𝘎𝘳𝘰𝘸𝘵𝘩 𝘴𝘱𝘳𝘪𝘯𝘵𝘴 🚀 

Let me just say that if you're in the marketing space and aren't following him,
you should do it right 👏 now 👏 period 👏 

All the rest is in this 𝗦𝗔𝗥ousel.

***
𝗣𝗲𝗼𝗽𝗹𝗲 𝗼𝗳 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 is a weekly series of free content therapy sessions with the best content marketing minds out there - all people I admire and have been following for a LinkedIn lifetime.

Sit back and enjoy
Attend one session per week
Hit the 🔔 because LinkedIn notifications are a mess

That’s what literally 90% of B2B company blogs look like 👀 


The thing is, most don’t even recognise the problem until they run an audit that confronts them with the hard truth.

And in the meantime, they keep adding more and more content to dig an even deeper content grave.

Is that you? 🤫 

***
 #b2bmarketing #contentstrategy #contentmarketing #seo

What do 𝘁𝗵𝗲 𝘄𝗼𝗿𝘀𝘁 𝗕𝟮𝗕 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀 have on their agenda?

14 items, based on real-life experience.


1. 𝗚𝗮𝘁𝗶𝗻𝗴 everything on our site. 
   Because leads are going down.
   Case studies and product sheets included.

2. Committing to a 𝗻𝗲𝘄 𝗰𝗵𝗮𝗻𝗻𝗲𝗹 that doesn't fit our strategy and we can't feed consistently.

3. 𝗖𝗿𝗲𝗮𝘁𝗶𝗻𝗴, 𝗰𝗿𝗲𝗮𝘁𝗶𝗻𝗴, 𝗰𝗿𝗲𝗮𝘁𝗶𝗻𝗴.
   What are distribution and engagement?

4. Blocking 10 people for a series of 'brainstorming meetings' and check-ins instead of mapping out 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝘄𝗼𝗿𝗸𝗳𝗹𝗼𝘄𝘀. Because it takes time.

5. Committing to 𝗲𝘅𝗽𝗲𝗻𝘀𝗶𝘃𝗲 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗮𝗻𝗱 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝘁𝗼𝗼𝗹𝘀 before piloting processes and workflows 'manually'.
   
6. Not having a 𝗱𝗼𝗰𝘂𝗺𝗲𝗻𝘁𝗲𝗱 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆, both the marketing team and the rest of the company understand and respect.

7. Maybe we should try if 𝗧𝗶𝗸𝗧𝗼𝗸 𝘄𝗼𝗿𝗸𝘀 𝗳𝗼𝗿 𝗕𝟮𝗕, since we can't see content success elsewhere.

8. Let's run ads and figure out the content strategy later.
   
9. Skipping 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗶𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄𝘀 𝗮𝗻𝗱 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗿𝗲𝘀𝗲𝗮𝗿𝗰𝗵 because it's easier.

10. Not involving subject matter experts in content distribution and relying on the '𝗼𝗿𝗴𝗮𝗻𝗶𝗰' 𝗿𝗲𝗮𝗰𝗵 of our LinkedIn page.

11. 𝗣𝗶𝘃𝗼𝘁𝗶𝗻𝗴 𝗼𝘂𝗿 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗯𝘆 𝘁𝗵𝗲 𝘄𝗲𝗲𝗸, according to how many MQLs we generate.

12. 𝗦𝗸𝗶𝗽𝗽𝗶𝗻𝗴 𝗼𝘂𝘁𝗹𝗶𝗻𝗲𝘀, briefs, positioning and tone of voice docs, especially since we're working with several inhouse and freelance content creators. Makes sense.

13. Let's 𝗿𝗲𝗽𝗹𝗮𝗰𝗲 𝗫 𝘄𝗿𝗶𝘁𝗲𝗿𝘀 𝘄𝗶𝘁𝗵 𝗖𝗵𝗮𝘁𝗚𝗣𝗧.

14. Video/ design, content writing and social can 𝘄𝗼𝗿𝗸 𝗶𝗻 𝗽𝗮𝗿𝗮𝗹𝗹𝗲𝗹 and then throw the pieces together last minute.

𝗗𝗼𝗻'𝘁 𝘀𝘁𝗲𝗮𝗹 𝘁𝗵𝗶𝘀 𝗮𝗴𝗲𝗻𝗱𝗮.

Promised?

***
#contentmarketing #contentstrategy #b2bmarketing 

𝗡𝗲𝘃𝗲𝗿 𝘁𝗿𝘂𝘀𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀. 
Especially the ones coming at you with magic tips, free newsletters, and quick hacks. 

By now, even my grandma got it 👵 

Some of us are measured on MQLs, some are measured on revenue, and others pay the bills (and the trips to digital nomad paradise) with the services they want to sell you. 

Quite a conflict of interest, I'd say. 

𝗕𝘂𝘁 𝗵𝗲𝗿𝗲'𝘀 𝘁𝗵𝗲 𝗸𝗶𝗰𝗸𝗲𝗿: 
Great marketing, and therefore great content, eliminates this conflict.
Only content that truly satisfies the audience - from the choice of topics, presentation to the way you're distributing it - makes us marketers successful.

No need to start spammy email chains, 'hack the algo' or gate a template you stole from someone else.

***
#contentmarketing #b2bmarketing #linkedin

What is great content without design?  🎨

Should copy lead or follow design? 🤔

Today's edition of People of content is all about bringing content to life with great design.

𝗕𝘂𝘁 𝗻𝗼𝘁 𝗼𝗻𝗹𝘆 𝘁𝗵𝗮𝘁: 
it's about creating user-centric design. And content.

Join me and Jennifer Lau, brilliant UI & UX designer, on this 13-slide long free masterclass. 

***
𝗣𝗲𝗼𝗽𝗹𝗲 𝗼𝗳 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 is a practical content marketing series brought to you every Friday by Sara Stella Lattanzio featuring the best content marketers on LinkedIn.

Sit back and enjoy
Attend one session per week
Hit the 🔔 because LinkedIn notifications are a mess

Did you hear you can now sponsor your employees' post?
I've seen one example on my feed. 
𝗜𝘁 𝘄𝗮𝘀 𝗮𝘄𝗳𝘂𝗹. 😓

Here's why + 6 ideas on employees' posts you should sponsor to 𝘳𝘦𝘢𝘭𝘭𝘺 make an impact.

👀 

***
#b2bmarketing #linkedin #contentstrategy #contentmarketing 

Do you have plans for June 8th at 2pm ET / 8pm CEST?

Unless it's your pet's birthday, join me at Evolve23! 

I'l be hosting a breakout session/ AMA on 𝗵𝗼𝘄 𝘁𝗼 𝘁𝗿𝗮𝗻𝘀𝗶𝘁𝗶𝗼𝗻 𝗳𝗿𝗼𝗺 𝗿𝗮𝗻𝗱𝗼𝗺 𝗮𝗰𝘁𝘀 𝗼𝗳 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝘁𝗼 𝗮 𝗿𝗲𝗮𝗹, 𝗽𝗿𝗼𝗳𝗶𝘁𝗮𝗯𝗹𝗲 𝗕𝟮𝗕 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆.

So just show up and fire your burning content marketing questions! 🔥 

If it's not enough to convince you, I'll be sharing the virtual space with legends like April Dunford, Rand Fishkin, Melissa Rosenthal and other awesome B2B marketers like Brianna Doe (pinch me!)

So, see you there.

Register 👇🏻, it's also free!

***
#contentstrategy #contentmarketing

Should you prioritize SEO, social, email or what? 🤯

Today, you won't 𝘫𝘶𝘴𝘵 learn how to pick the right content channel for your B2B company.

Thanks to my awesome guest, conversion copywriting excellence Eden Bidani, you'll also learn how to make your messaging more effective for new potential customers.

Pretty nice gift for an almost weekend,
don't you think? 💖 

***
𝗣𝗲𝗼𝗽𝗹𝗲 𝗼𝗳 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 is a collection of hands-on content marketing frameworks brought to you every Friday by Sara Stella Lattanzio featuring the best content marketers on LinkedIn.

Sit back and enjoy
Attend one session per week
Hit the 🔔 because LinkedIn notifications are a mess


No content strategy-> random content-> underperforming ads 🙈
Vicious circle. Does it sound familiar?
Let's look at what makes this Figma ad so good:

All the fundamentals to create great content are in place ✨ 

• Clear positioning and messaging
• Consistent brand identity
• Specific USP

Smart product marketing ✨ 

• Figma is going for a product-led content strategy which is totally aligned with their bit goals (PLG model)
• People get familiar with the product before they become customers
• Design resembles the UI

Effective paid content ✨ 

• The audience knows exactly what will happen after submitting the lead gen form
• The ad leads with benefits, not with features. They know their audience
• The lead gen only includes necessary fields (reduces friction)
• The design breaks the feed

Content strategy-> relevant, quality content-> positive ROAS 

You can't invert the order.

***
#contentstrategy #linkedin #plg #contentmarketing 

If your content doesn't generate revenue, why are you creating it?

Makes sense. 

Still, SO far from reality for most B2B companies.

Why, you ask?

1) Because you actually need a content strategy to use content as a steady revenue driver

2) Because the entire company needs to embrace content as a business strategy, not just the marketing or content department

And when these things aren't prioritized the best you can do is measure 'soft metrics' like traffic, engagement, or even the quantity of content produced.
Some other people turn to MQL, which is better - if they convert.

It's a chicken and egg problem 🐔 🥚 

Where do you stand?

***
#contentstrategy #contentmarketing

Every B2B company wants content. 
Turns out, very few are ready for a content strategy that drives results.
Here's why:

You need to create processes that cut through your departments to ensure:


✋ Access to customers and collection of customer insights
✋ Work-time availibility of SMEs to contribute to content production
✋ Tight collaboration on content between Sales, Marketing, Customer Success
✋ Perfect grasp on the customer journey and touchpoints from awareness to closing

Hard work not many B2B companies want to do.

But when you do it, an effective content strategy can positively impact the financial performance of the entire organization.

Are you ready for a content strategy?

***
#contentstrategy #contentmarketing #b2bmarketing 

Did AI just kill Google?

Is that the last nail in the SEO coffin? ⚰️ 

I don't think so.

When it comes to marketing channels there are only 2 that are officially dead:

☠️ MySpace
☠️ Clubhouse

Here's what I think about the Google I/O announcement.

🌶 take or not, you decide.

***
#contentstrategy #contentmarketing #seo #b2bmarketing 

'SEO meets community meets podcast meets newsletter.'

This is how I'd sum up this edition of People of content:

My guest is Ben Goodey, one of my fav people and SEOs on LinkedIn. ✨ 

I case you haven't stumbled upon his content yet, Ben has created one probably the best SEO content ecosystem I'm aware of at How the F*ck. Make sure to subscribe to his newsletter.

All the rest is in this 𝗦𝗔𝗥ousel.

***
𝗣𝗲𝗼𝗽𝗹𝗲 𝗼𝗳 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 is a weekly series of free content therapy sessions with the best content marketing minds out there - all people I admire and have been following for a LinkedIn lifetime.

Sit back and enjoy
Attend one session per week
Hit the 🔔 because LinkedIn notifications are a mess

***
#contentstrategy #contentmarketing #seo


Most B2B companies I talk to wait to invest in content strategy because they prioritize outbound, paid advertising, and other things that 'show results today'. UNTIL...

after X years of 'creating content', they realize:

𝗢𝘂𝘁𝘀𝗰𝗵! 

🚑 We're neglecting key channels where we could reach our target audience
🚑 We don't really know why we are creating content except for 'visibility'
🚑 The content we've created so far can't be clustered nor repurposed
🚑 We're creating content that's attracting the wrong target audience
🚑 We 'do SEO' and are on every social platform, but nothing 'works'
🚑 None of the content we create is aligned with our business goals
🚑 We don't really know what content our customers want from us
🚑 We think we know our target audience, but we don't
🚑 Our topics and tone of voice are all over the place

You might not 'see' or 'touch' your content strategy today
but you'll surely pay the price of not having one tomorrow.

***
#contentstrategy #contentmarketing #b2bmarketing 


We don't remember content just because it's good or high-quality. 
What we remember is personality. 
But how can you inject personality into content?

🤔 Product positioning
🤔 Editorial guidelines
🤔 Company values
🤔 Mission, vision

All good and important, but often just lifeless documents that never translate into actual content for most companies.

Here's how to do the opposite 👇🏻

***
#contentmarketing #contentstrategy #b2bmarketing #contentcreation 


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