Want content that resonates?
This framework will help.
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This week, I flew 2,915 miles to Burlington, Vermont, for Dave Gerhardt’s Drive event.
And it was worth every mile.
Met amazing people.
Got inspired and learned new tactics to try.
And I got to present my brand new keynote, LinkedIn for B2B Leaders.
You know you did something right when people line up to ask questions after your talk. One question stood out:
How can I create content if I’m not an expert?
I shared a framework that solves this problem.
It’s not a “cheat code,” but it’s close. Here’s the framework:
Here's the origin story:
6 months ago at Clari, I was planning a webinar for Rev Ops leaders.
Simple enough.
Except for one problem:
I know next to nothing about being a rev ops professional.
Sure, I know the basics. I’ve sold to them a bit in my past life as a sales rep, and I’ve attended my share of forecast meetings.
But I have zero credibility in terms of teaching them about their job.
So instead of BS-ing my way through it, I leaned on that framework. I asked my VP of Rev Ops:
• What changes are you seeing?
• What do you think about them?
• What are you doing as a result?
Then I went a level deeper. This is important:
Solve the most expensive and urgent problem, and your content becomes irresistible.
I use the framework to create content for The Reeder, too.
Here's what I'm seeing, thinking, and doing when it comes to content and growth.
WHAT I’M SEEING
After Drive, it’s clear: content is finally taking the spotlight in B2B.
Of the eight keynotes, 50% were about content.
• Ross Simmonds talked about content distribution.
• Kyle Coleman talked about content operations.
• I talked about content for LinkedIn.
Content IS your marketing. (And it’s not slowing down.)
Now is the time to invest in your content strategy.
WHAT I’M THINKING
“Workstyle content” is the next BIG thing.
(Yes, I just coined that phrase.)
Workstyle content captures the unique, authentic experiences of professionals.
As professionals—especially younger ones—look to integrate their personal lives and careers.
It's an evolution of the purely tactical content that has dominated in the past ~3 years.
Workstyle content is attractive because it's emotionally relevant.
It offers a new level of "behind the screen" content, vulnerabilities and all.
That's what makes it so attractive.
It’s about sharing how you work, what you learn, and your thought process.
The key? Perspective and depth.
Examples:
Heike shares a day in the life as the Head of Content at Salesforce:
Vin went viral this week for sharing how he spent a day with the CEO of a $1B company.
And I have a video coming soon about my experience traveling and presenting at Drive. (Stay tuned.)
LinkedIn isn't "becoming Facebook."
But it is becoming more like Instagram.
Don't sleep on this trend.
WHAT I’M DOING
I’m going all in on LinkedIn video for the next 4 months.
Because something crazy happened this week.
I’ve posted on LinkedIn for 7 years and never seen anything like it.
I posted this video on Wednesday which explained how I create a quarterly content plan and announced my partnership with Demandbase.
It had ~6K views in 5 hours. Then suddenly it hit 184K views within 10 hours(!)
That's WILD.
My theory: LinkedIn is fine-tuning its video feed algorithm, which means mass-distributing users' video content in the meantime.
Oh, and how ironic is this?
The same day, I got this email from LinkedIn’s Community Manager, Jamé Jackson:
LinkedIn’s video algorithm is changing—and I’m betting big on it.
- Podcast clips
- How-to videos
- Workstyle content
Time to double down.
Holler at you next week,
Devin