They publish content on LinkedIn or YouTube and that’s it.

They wait for leads because they believe “inbound leads will come.”

A few weeks after starting, they realize it’s not that simple.

That’s what I call the “inbound only trap”.

And in this edition, I’m going to help you to get out of this trap with:

6 Revenue mechanisms to sell with content in 2026

Before that, let me introduce my end of Summer Sale available until 29 August.

Install your content & GTM system in my program (end of summer sale)

I’ve been doing over $100k/mo in the past 6 months with my business. All this revenue came from my content ecosystem. Today, you can start building yours. I'm running an end of summer sale so you can start September with a clear roadmap.

You'll get access to 6 courses that breakdown my $100K/mo content ecosystem:

Join the program now

Alright, let’s jump in !

1. Front end offers

Show one front-end offer, not everything you do

Your two biggest enemies in marketing are positioning dilution and decision paralysis. If you advertise 5 offers on your profile, people stop understanding what you sell, and confused people do not buy.

So your featured section should show one thing: your front-end offer. The rest of your services come later, once the client works with you.

Example from my previous agency: we sold a $1,000 audit as the front-end offer, before a $14K+ channel testing service. We presented the audit results on a call, listed the recommendations, and gave 3 options: do it yourself, hire a freelancer, or let us implement it.

Create your audience-first offer in my program:

End of Summer Sale available until 29 August.

2. Selling offers with LinkedIn content

Create offer content (not educational) when selling

When you launch an offer, you should not rely on one post.

Across 2 weeks, use all 7 of these formats:

• The launch post. Make it obvious it is something NEW. Novelty makes people open the post, and even non-buyers increase your dwell time.

• The PAS post. Problem, Agitate, Solution. You show you understand the context before you pitch, so it feels less salesy.

• The process infographic. Break your offer into steps (1 to 7) and show them visually. You can reuse this asset inside your sales materials later.

• The celebration post. LinkedIn suggests one-click comments like “Congrats”, so engagement comes fast and your audience is happy for you.

• The photo post. Your photo, plus a text related to your offer. Simple and direct.

• The case study carousel. Use Before, Bridge, After. The problem situation, your solution, and the new situation without the problem.

• The case study infographic. Write the carousel first, then the text, then turn it into an infographic.

One tip on links: if you want clicks, put the link inside the post, not in the comments. And put it as high as possible.

Turn LinkedIn content into a leadgen machine in my program:

3. Retargeting ads funnels

Turn your best content into ads that fuel your pages

This is the final cherry on top of your marketing system. Once people know you through your content, retargeting them with ads is far more effective than cold advertising.

You can simply:

• Retarget website visitors and content consumers

• Show ads that expand on topics they’ve already shown interest in

• Include clear calls to action to subscribe to your email list or learn more

• Keep the ad spend focused and measurable

4. Contextual CTAs

Do not repeat the same CTA on every post, connect the CTA to the content itself.

For your biggest pieces of content (a strong infographic, a big YouTube video), create a dedicated lead magnet that matches the topic. Then choose one of these 4 CTA styles:

• “Send me [keyword] and I will send it to you”

• “Comment [keyword] and I will send it to you”

• Put the link directly in the post

• Put the link in the first comment

Example from my own content: a playbook post ending with “We are looking to help 3 more B2B businesses install this playbook in Q1 2026. Tell me if you’re interested.” That single line generated many leads.

Publish YouTube videos with contextual CTAs in my program:

5. Social Selling

Commit 30 minutes a day to DMs and comments

When people visit your profile, maybe around 0.5% of them will DM you. So if your whole business depends on that 0.5%, you will struggle to generate revenue.

Close deals with social selling and outbound in my program:

6. Signal-led outbound

Build a system that scans content signals and run outbound

Here is the full system in one image:

Everything starts with content and comments. Every post creates engagement, and every engagement is a signal you can act on.

From there, people land on your profile. Three things can happen:

• They contact you by DM. Only around 0.5% do this, so never build your business on it.

• They visit your website. Install the LinkedIn Insight Tag and the Meta Pixel, then run retargeting ads with a product video or case study.

• They visit but take no action. This is the majority. Send a DM within 2 days to the qualified ones and add them to your CRM.

On the engagement side, Trigify tracks who interacts with your posts. It sends you reports, Slack notifications, and pushes contacts to your CRM, where your SDR team or a Lemlist flow takes over.

Bonus: The DM templates that work

Here is the structure I use after someone engages with a playbook post:

If “spotted a few gaps” feels too aggressive for you, use the softer variant: “I saw a few quick wins to reach the 95% who are not ready to buy yet.”

Third option, if you send from a CEO profile: “I can ask our content strategist to send you a free content audit. Are you interested?” It feels more credible, because your prospect knows the CEO will not do the audit personally.

Last detail: adapt the document you send to your ICP segments. Split them by revenue range or by industry, and prepare one version per group.

Replicate the content system I use to get over $100K/month

You can install these 6 mechanisms on your own. It will take you 12 to 18 months of testing, and you’ll get most of the order wrong on the first try. Or you can replicate the version that already works and spend that time selling instead.

👉 Get the 6 courses

End of summer sale closes 29 August.

Your content should answer prospects’ objections and show your offer value.

And the fastest way to do this is to listen to what your customers say.

Because your best content ideas are already sitting inside sales calls:

Every week your sales and customer calls give you the exact questions, objections, and words that your buyers use.

That’s why I’m making this guide in partnership with Riverside:

How to turn your sales calls into content with Riverside

So here’s what you’ll learn in this edition:

1. Why your calls are your #1 source of content ideas

2. The 4-step system to turn calls into content

3. How to track which themes bring in the best-fit leads

Let’s dive in!

This edition is in partnership with Riverside

Record once, and turn the recording into 15 pieces of content with Riverside.

Riverside is your full content engine in one place. You record your calls, interviews, and podcasts in up to 4K. Then let Co-Creator and Magic Clips turn that single recording into clips, LinkedIn posts and newsletter drafts. This way, one recording becomes 15 pieces of content instead of one.

Book a demo here

Step 1 - Record every sales call

Capture sales and customer calls in HD/4K with Riverside (with consent.)

Sales calls give you the highest quality insights you can get. They come directly from your ideal customers (ICP) and if you’re asking the right questions, you can get unlimited content ideas. Because remember, the first step to creating great content is a deep understanding of your audience.

Ask the right questions during the call

First of all, your sales calls should have the right structure with an introduction, a discovery phase, a pitch phase, a Q&A phase, and a next steps phase.

A lot of salespeople or founders fall in the “pitch only” trap.

They don’t spend enough time on discovery and so:

• They don’t collect enough information about the prospect (so they cannot really help them)

• They cannot adapt their pitch to what the prospect said

• They cannot anchor their value proposition in the problem of their prospect

That’s why you need to ask the right questions during the discovery phase:

• “What is the biggest challenge with [problem] right now?”

• “How would you describe this problem to a colleague?”

• “How are you handling this today?”

• “What does this problem cost you, in time or in money?”

• “What happens if you don’t fix it?”

• “What are you trying to achieve this quarter?”

• “Who else is involved in this decision?”

This list is obviously not exhaustive, but it’s a solid foundation.

Leave plenty of time for the prospect to ask questions after your presentation

The Q&A phase is a crucial one for later content creation. You’ll get all the crucial questions they’re asking themselves. The hardest part is to make sure the prospect is confident enough to ask everything they want.

Step 2 - Transcribe and tag

Auto-transcribe every call and tag the recurring questions and objections.

After the call, Riverside will automatically transcribe the call and extract the key insights. It should feed your customer knowledge documentation, and ultimately be organized for your content creation.

Look for the right insights in the transcript

Use Riverside to transcribe, extract quotes, and recap what matters most. With co-creator, you can find 3 types of insights:

1. the questions they ask

2. the objections they raise

3. and the exact phrases they use to describe their problem or objectives.

The phrase matters more than the topic, because “we don’t have time to repurpose” is a much better content seed than a vague idea like “content efficiency”. You should also watch the frequency of each tag. When five different prospects ask you the same thing, it is a clear signal.

Do not only analyze the wins

The lost deals and the objection-heavy calls are your richest source, because they show you the real hesitation that your content needs to remove. And you should not stop at sales calls either, since your customer success and onboarding calls give you the language of people who have already bought, which is the most convincing language you own.

Go beyond sales calls

In this edition, I’m focusing on sales calls but you should also use this process with Webinars, Podcasts, Coaching Calls, Workshops. What I love with Riverside is the AI tools and the co-creator that allows you to get magic clips by prompting it.

Step 3 - Cluster into themes (with AI)

Group the tags into themes: pricing, ROI, onboarding, competitors.

You’ll need a bit of organization to structure your content creation and stay pertinent. Group the tags, objections, and phrases into a few clear themes. The most common ones are usually pricing, ROI and proof, onboarding, and competitors.

Identify the key themes

The goal is to answer the objection in public, because when your prospects can educate themselves before the call, your sales cycle gets shorter. You’re looking for pains, objections, dreams, and objectives.

Rank these themes by how often they block a deal. Because content that removes a real blocker will convert, since it kills the exact doubt that sits between you and the sale.

Then map each theme to a stage of the funnel: broad questions belong at the top, while comparison and objection themes belong in the middle and at the bottom. One strong theme is often enough to carry an entire content pillar.

Collect their exact words for your content

Your best content stems from quotes, because buyer language beats brand language every time. It mirrors the exact thought that is already in your reader’s head.

Step 4 - Turn each theme into content assets

One theme becomes a post, a clip, an infographic, and a newsletter. One call, many assets.

When it comes to content creation, you can’t have the blank page syndrome because you have a prioritized list of topics that you NEED to address. The question is now: what type of content should I create for these insights?

Turn the insights into 2 types of content

With that recording, you can use Magic Clips to pull ready-to-post clips in 4K. Then you let Co-Creator turn the transcript into the rest of your assets, from LinkedIn posts and a newsletter draft.

1. Extract clips directly from the call: the best part of recording in Riverside is that you can get clips directly from your calls in 4K.

2. Get the transcript and repurpose into other formats: for example, take a full customer presentation and turn it into a long-form newsletter.

This is the part that gives you fastest ROI on the sales side: A presentation you gave once to one prospect becomes an asset you can send to every prospect after that.

→ Try Riverside to extract clips and repurpose calls into other formats

Your content creation should cover 3 levels:

1. Social content: Among other sources, sales calls will feed your daily social content. LinkedIn posts, short videos, Substack notes…

2. Long form content: The most important themes should become long form content so you have room to tackle the problem. This includes youtube videos, blog articles, LinkedIn articles, podcast, or newsletters.

3. Sales enablement content: When you’ve identified recurring questions and objections, you can create pieces of content that you’ll reuse several times during the sales process. This includes case studies, technical documentation, processes, objections handling docs, etc.

Install a feedback loop to keep improving the content system

You should also close the loop on the business side, so track which call-sourced themes bring in the best-fit leads, and then brief your sales team to ask about those topics more often on the next calls.

This way, your turn your content into an objections remover instead of a cost center. That’s how you connect daily content to your revenue system. Your prospects arrive already educated and half convinced on your narrative.

This edition is in partnership with Riverside

Record all your calls and content in Riverside

With Riverside, you record in up to 4K and get an instant transcript, so your raw material is clean and searchable from the very first minute. Then you can repurpose the videos into newsletters, LinkedIn posts, and video clips.

→ Book a demo here

Book a demo here

In today’s edition I’m going to share:

7 Infographics for your 2026 marketing strategy

And for paid users at the end: 7 infographics template to use now!

My B2B content ecosystem generated over $2M for my businesses: learn to build your own in my program.

You might have tried B2B content, juggling bursts of motivation, AI content, and copied viral templates. But you didn’t find a long-term strategy that grows your brand and revenue.

Build your entire content-to-revenue system with my flagship program: 7 modules, plug-and-play templates, weekly Q&A calls, and a community of B2B founders building their content engine.

→ Build your content system and get direct feedback from me

1. You need a proactive marketing mindset

After 9 years as a marketer, this is the biggest misconception I’ve seen. It shows up in different forms: “We’ll start marketing when we need more revenue.” “We don’t need marketing now, we have enough leads.” “We need leads next week! Let’s start marketing!” Every time, it came from people who ignored one golden marketing rule:

• Forge your brand positioning in a precise market

• Then, generate opportunities step by step

Marketing compounds. The seeds you plant today determine the harvest you reap tomorrow, and if you wait until you need leads to start planting, you’re already a season late.

2. Build a marketing machine with inputs and outputs

The real work behind growth is not visible to the public. People see the leads coming in, but they don’t see the marketing machine that produces them. And that machine is 99% invisible:

• 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

Building that machine takes a clear strategy that actually matches your market, the right tactics deployed at the right moment, and daily discipline on the boring tasks.

3. Choose your marketing priorities wisely and don’t fall in the shiny object syndrome

After helping 700+ businesses over 10 years, I can tell you the biggest mistake marketing teams are making right now: losing focus because of shiny new trends.

“We need AI workflows everywhere!” “Let’s rebuild our tool stack!” “Stop creating content, use an agent!” Some of these ideas can be useful, but most are a distraction. 2026 is shaping up to be the year of FOMO, and every hour spent chasing new tools is an hour not spent on the marketing actions that “don’t scale”:

• Reinforcing your positioning with creative content

• Talking with customers to update your messaging

• Doing the basics over and over

4. These 5 concepts will make you a better marketer:

• Identify who’s in your ICP, who’s in your target audience, and who’s out of it. This is what makes a balanced messaging strategy possible.

• Accept that B2B buying cycles are complex and slow because different profiles (CFO, CEO, CMO...) are involved, and always try to understand how each of them is influenced.

• Start from the ICP to define your positioning, messaging strategy, and value proposition. No marketing tactic should launch without these foundations.

• Remember that ~95% of your target market is not actively buying right now. For them, create zero-click content (educational, thought leadership, personal brand) to build awareness, authority, and trust.

• The other ~5% is “in buying mode” at any given time. Don’t rely only on inbound leads to catch them (you’d waste 50% of the ROI): collect intent signals and contact them directly.

5. Your strategy needs to influence your buyers’ decision process

External voices now have a growing influence on buying committees. Each member of the committee has their own source of insights: “I heard in this podcast that we should do this.” “I follow this expert, they say we should not do it.” “I participated in a webinar saying this tool is important.”

Podcasts, communities, thought leaders, online trends... and they trust those sources more than sales reps. The implication for your marketing strategy is simple: you need to become one of those external voices.

• Be active in the right communities

• Have 5 team members publish expert content

• Host the podcast your audience listens to (or get invited on it)

Understand where your audience gets its insights from, and create content there. The goal: go from only being “the seller” to being “the voice worth following.”

6. Your marketing strategy needs a narrative

Without one, your content becomes too salesy and self-centered. I see B2B brands fall into this trap all the time: they only publish about the product, the content gets disconnected from the problem, and it reads like sales material instead of thought leadership.

A strong narrative fixes this: it connects your solution to a broader context and shows you understand the problem you’re solving, with a precise methodology to back it up. That’s when your audience starts thinking “they really understand us.”

One warning before you deploy it: keep it off your homepage, which should answer “what do we do?” as clearly as possible. Your narrative belongs:

• In your content (the most important)

• In your internal positioning documents

• In the “about us” sections

• In the intro of your sales assets

• In your videos

7. Organize your strategy with demand gen and demand capture

Divide your marketing efforts into demand generation and demand capture. Most of your target audience is not ready to buy, so demand generation creates content for them across visibility, awareness, authority, and consideration.

A small segment IS ready to buy, so demand capture installs a system for inbound leads plus an outbound motion based on signals. The complex part is balancing both continuously, because when the balance breaks, one of two scenarios happens:

• Heavy investment in demand generation (podcasts, socials, reports...) but a capture system full of leaks: the CRM is not segmented, the pages are not optimized, and revenue slips away

• A perfect demand capture system, but not enough activities to generate demand (content, awareness ads, partnerships...)

Both scenarios are fixable with the right playbook, but I’d rather be in scenario 1. I’ve worked on over 600 marketing strategies and noticed one thing: when you figure out the demand generation part, the rest is just about focus, investment, and time.

Become a paid subscriber to access these 7 infographics templates and all my paid resources:

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Read more

Your brand narrative will have a direct impact on your content and marketing strategy.

5 Storytelling Frameworks to Attract B2B Buyers

1. Storytelling: how to stop being a vanilla brand (and forgettable)

2. 5 Storytelling frameworks to help you now

3. Where and how to deploy your storytelling

This edition will help you for your storytelling in a B2B company or personal brand context.

🔴 New live workshop in my program on Thursday August 30!

Learn to write (and deploy) your brand narrative to stand out from competitors and AI slop

On Thursday August 30, I will give a 1-hour workshop on how to write your brand (or personal brand) narrative so you stand out from competitors and the AI slop.

• Write your origin backstory with my help

• Choose your enemy, point of view, and big idea

• Deploy your brand narrative across 10 channels

→ Join my program here to access the workshop and all my lessons

Storytelling: how to stop being a vanilla brand (and forgettable)

Let’s start with a simple definition:

What is a narrative in B2B?

Let’s answer this question with 2 angles

1. What a narrative is NOT:

In B2B, storytelling doesn't necessarily mean deeply emotional and amazing experiences. Instead, it's about creating a logical thread that connects your origin, your solution, and your customer's problem into one coherent story.

2. What a narrative IS:

A narrative is the overarching story that explains why your brand exists, what you're fighting against, and how you help your customers win. It's the "red thread" that connects everything.

Why do you need a narrative?

Without a narrative, your audience will forget your features, IP, capabilities, and processes because they lack context.

A narrative helps the audience to:

• Understand the context of your product and why it matters

• Remember what problem you solve and with what solution

• Position your brand among the competition (you stand out)

• Create enthusiasm around the solution with a aha! moment

5 Storytelling frameworks to help you now

The frameworks I’m sharing here can be applied to a personal brand or a company brand. That said, it’s always easier to use the founder to personify the story especially in early stage.

1. The origin story with the Freytag’s pyramid

The Freytag’s pyramid will help you to pitch better by framing your business like a compelling story; showing the problem, the disruption, the journey, and the resolution.

The Freytag’s pyramid structures your narrative around key phases:

1. Exposition: What was the market like, and what did everyone accept as normal?

2. Rising action: What problem kept getting worse, and why did the existing solutions keep failing?

3. Climax: What is the product, and what insight made it the answer nobody had built?

4. Falling action: What proof shows it works: results, customers, adoption?

5. Denouement: What is the new standard the brand defends in the market today?

Inside the Freytag’s pyramid, you build your “origin story” and your “solution in context”

The origin story covers stages 1 and 2 of the pyramid: exposition and rising action. It explains the world before your product and the problem that made it necessary.

→ It answers: what was the market like, what did everyone accept as normal.

The solution in context covers stages 3 to 5: climax, falling action, and denouement. It presents your product as the logical answer to the tension built before.

→ It answers: what insight led to the product, what proof shows it works, and what new standard the brand defends today.

2. The Pixar’s story framework (and the importance of causality)

When writing your origin story, solution in context, and overall narrative, you can use the Pixar’s story framework to connect the dots:

In this framework, you will notice one key element: the 'because of that' structure. It matters because it creates causality.

And causality is crucial because it does 4 things for your story:

1. It creates momentum. Each event pushes the next one forward, so the story pulls the reader instead of the reader pushing through it.

2. It creates stakes. If actions have consequences, then choices matter. A character who acts without consequences is just decoration.

3. It creates meaning. The reader learns something about how the world works: “because he ignored the warning, he lost everything.” Remove the “because” and the lesson disappears.

4. It creates satisfaction. Endings feel good when they are the logical result of everything before them. Endings feel worthless when they arrive by coincidence.

3. Your enemy (yes you have one)

In my coaching and consulting gigs, my clients are often surprised when I start talking about antagonists or enemies: “Does it really matter?”, “I don’t think we have an enemy, we’re a B2B SaaS”.

But choosing an enemy is a structuring part of your brand (or personal brand) narrative as it show what you’re fighting for. Let’s define it first:

The enemy is the practice, belief, or system you need to stand against. Here are the 4 criteria of a good enemy in storytelling, applied to B2B marketing:

I can also give you some examples:

Now obviously, looking back at the Freytag’s pyramid, the enemy comes in after the inciting incident, it triggers the whole narrative. Now you understand why it’s so important: no enemy, no narrative.

4. Your big idea or point of view

Your solution should be more than a product, it should rely on an overarching idea that answers why it matters, how it helps, and what problem it solves.

This concept is widely known in the infoproduct sphere where you need to attach the course, coaching, or cohort to a central idea.

Your big idea should have 3 components:

1. Intellectual Hook: The angle that reframes how the buyer sees their problem. It sounds like a fresh insight, not a pitch.

2. Primary Promise: The business outcome the buyer gets, stated in their language.

3. Unique Method: The specific mechanism that makes the promise credible. This is your process, technology, or approach that competitors do not have.

The 4 steps to find it:

1. Know Your Audience: Decide exactly who you are talking to.

2. Find the Tension: What is the biggest problem or frustration your customer has?

3. Name the Problem or Idea: Give the tension a memorable label the market can repeat.

4. Connect Your Solution: State clearly how your solution solves that problem in a way no one else is doing.

5. Sub stories to anchor the narrative into real life

A narrative is not only about the big picture. We’ll believe it if it also comes from little anecdotes, metaphors, or cases that make it sound real and concrete in our day-to-day.

Sub-stories happen during the entire journey

You could tell sub stories on:

• Analogy that simplifies the concept

• Credibility story that proves it in the wild

• Counter-intuitive lesson that dissolves a common objection

• Mini case that shows a concrete result

Bonus framework: South Park Storytelling Pattern

In 2011 during a guest talk they gave to a screenwriting class at NYU's Tisch School of the Arts, Trey Parker and Matt Stone explained their storytelling rules. A short video clip of that session circulated widely online, and that clip is what made the "But / Therefore" rule famous.

Here’s the explanation of the “But / Therefore” rule:

Look at the beats of your story: If you can connect them with “and then”, your story is boring. Because “And then” is a list of events with no causality. This happens, and then this happens, and then this happens.

Instead, to build tension and momentum, each beat should be connected by either “but” or “therefore”. Each “but” creates an open loop the reader wants to close. Each “therefore” rewards them with a logical payoff. The story pulls itself forward instead of just listing facts.

The last question is: Where to deploy your brand narrative? → Join me next workshop

🔴 New live workshop in my program on Thursday August 30!

Learn to write (and deploy) your brand narrative to stand out from competitors and AI slop

On Thursday August 30, I will give a 1-hour workshop on how to write your brand (or personal brand) narrative so you stand out from competitors and the AI slop.

• Write your origin backstory with my help

• Choose your enemy, point of view, and big idea

• Deploy your brand narrative across 10 channels

→ Join my program here to access the workshop and all my lessons

“We used to get a lot of leads from SEO, but it has drastically decreased in the past 3 months, what should we do?”

They often add this:

• “We used to get 10 leads per week from SEO, now it’s more like 5 per month”

• “The SEO leadgen used to be predictable, but now it’s uneven”

• “We need an alternative, we’re thinking about content”

So in this newsletter, I’m going to talk about:

The shift from SEO to Social Content

And more specifically:

1. What’s happening with SEO?!

2. The “great repurposing era” starts now

3. How to maximize the ROI of your content with repurposing

My B2B content ecosystem generated over $2M for my businesses: learn to build your own in my program.

You might have tried B2B content, juggling bursts of motivation, AI content, and copied viral templates. But you haven’t found a long-term strategy that grows your brand and revenue.

Build your entire content-to-revenue system with my flagship program: 7 modules, plug-and-play templates, weekly Q&A calls, and a community of B2B founders building their content engine.

→ Build your content system and get direct feedback from me

1/ What’s happening with SEO?!

Social media, communities, and content platforms progressively became B2B buying hubs in the past 6 years.

I wrote about this in Nov 08, 2023 in my “B2B Marketing Playbook” before the AI marketing madness. Therefore, even before AI, people were consuming less and less blog content as they preferred asking peers in communities or on social media. This was accentuated during Covid with online communities and webinars.

AI overviews completely disrupted how people search for information on Google

People now use AI overviews to get fast answers instead of browsing your websites.

• Google AI Overviews now show up in nearly 55% of all Google searches, becoming a common part of everyday browsing.

• Ranking #1 on Google Now Delivers 58% fewer clicks than it used to (Gravitate Analysis Finds)

I really love this tweet from Greg Isenberg that describes this major shift well:

GenAI now plays a major role in how B2B buyers research their topics of interest

Today, 89% of B2B buyers rely on GenAI tools like ChatGPT, Gemini, and Perplexity across all stages of their purchasing journey. Personally, I use Claude to search for potential tools that match my workflows or exact context, it’s like a B2B personal shopper that knows everything about my business.

You have two ways to react to this situation:

2/ The “great repurposing era” starts now

We're entering a new era in B2B Marketing that I'm calling "the great repurposing". All the investment made in SEO in the past 20 years will be repurposed into other types of content.

B2B businesses that have built a website content hub typically sit on a goldmine.

→ “We used to get a lot of leads from SEO, but it has drastically decreased in the past 3 months, what should we do?”

I always answer with a more optimistic approach: they already have all the resources ready to repurpose into social content.

• Case studies that can become carousels

• TOFU articles that make great long-form videos

• Stats and facts that can feed thought leadership

• Industry reports that can be turned into a dozen infographics.

In other words, they already have the foundations for a strong content engine.

Here is the SEO content that can be repurposed:

They have the foundations for a strong content engine, if they repurpose correctly.

So when it comes to content creation, the path forward is clear. First, turn the entire content hub into a searchable AI knowledge center. Then, create a repurposing factory with a content strategist, a copywriter, and a designer. Finally, build the internal function and discipline to ship zero-click content, gated content, and sales-enablement content every week.

1. Turn their entire content hub into a searchable AI knowledge center.

2. Create a repurposing factory with a content strategist, a copywriter, and a designer.

3. Build an internal function and discipline to ship zero-click content, gated content, and sales-enablement content weekly.

Here is the type of content that can be repurposed from SEO:

If you need help to ideate LinkedIn content, watch my newest video:

3/ How to maximize the ROI of your content with repurposing

Your content hub is full of assets that can each produce 5 to 10 new pieces of content. The only thing missing is a weekly process that turns them into social content, and here is how I set it up:

Install your repurposing workflows

1. Absorb your entire content hub and turn it into a knowledge center

2. Map your knowledge, create an index, identify your main assets

3. Install your repurposing workflows (examples below)

4. Start repurposing

Install your repurposing workflows (5 examples)

These workflows are the core of what I call a repurposing factory. Each one takes an asset you already own and converts it into a format your audience actually consumes. You don’t need all five from day one. Pick the two that match your strongest existing assets, run them weekly for a month, then add the next one.

Repurposing workflow 1 - Case study → Carousel

Case studies are your strongest proof, but most buyers never read them. A carousel turns the full story into a swipeable format.

Repurposing workflow 2 - Report → Infographic

An infographic extracts the 3 to 5 most surprising data points and makes them visual. It is the fastest way to give a second life to research your team spent weeks producing.

Repurposing workflow 3 - TOFU Article → YouTube Video

A top-of-funnel article already contains the structure of a good video: a problem, a promise, and steps. Instead of writing a script from scratch, you record the article's outline on camera.

Repurposing workflow 4 - Statistics → Thought leadership posts

A thought leadership post starts with the stat, then adds your interpretation: what it means, why it happens, and what to do about it.

Repurposing workflow 5 - Q&As → Short video

Every question from sales calls, comments, or webinars is a ready-made video topic. Answer one question per video in under 60 seconds.

Learn and apply my entire repurposing process in my program

You’ll get the full system I use to turn one validated idea into an entire content ecosystem across LinkedIn, Substack, YouTube, Shorts, and guides.

→ Build your content system and get direct feedback from me

I’m giving you access to the written recap with all the formats.

For context, it was the 2nd of a series of 4 masterclasses:

• Masterclass 1: The new LinkedIn algorithm rules (and how to adapt)

• Masterclass 2: The best-performing content formats

• Masterclass 3: The LinkedIn planning and creation workflow

• Masterclass 4: How to sell on LinkedIn in 2026

As a paid subscriber of my Substack, you get access to the written recap.

To get access to the next masterclass, all the recordings, and my full course, join here.

Read more

Last week I gave a How to Sell on LinkedIn in 2026 Masterclass in my Skool.

I’m giving you access to the written recap with all the formats.

For context, it was the 4th of a series of 4 masterclasses:

• Masterclass 1: The new LinkedIn algorithm rules (and how to adapt)

• Masterclass 2: The best-performing content formats

• Masterclass 3: The LinkedIn planning and creation workflow

• Masterclass 4: How to sell on LinkedIn in 2026

As a paid subscriber of my Substack, you get access to the written recap.

To get access to the next masterclass, all the recordings, and my full course, join here.

Read more

Today I want to talk about one of my favorite topics:

How to Build a Self-Running B2B Growth Engine

Why is it one of my favorites? Because I love building systems and I created a solid one for my agency. It helped us to add $1M of ARR in 12 months.

I’ll especially talk about 3 topics:

1. Work on the system, and the system will work for you

2. Great content for brand authority and pertinent outreach for sales

3. What role can AI play in this growth system?

🎉 I'm introducing our new offer!

60-Day Sprint to Install your GTM and Content Engine

Over 60 days, we’ll install the exact same system we used to add $1M ARR in 12 months. At the end of the sprint, you own the system and we train you to operate it, or we plug an operator to handle it for you.

➡️ Learn more about the GTM Sprint here

Learn more about the GTM Sprint

1. Work on the system, and the system will work for you

The difference between a solid marketer and a junior one is that the latest focuses on individual tasks one by one. But the real power of marketing happens when you build an interconnected system that connects plays together.

That’s the difference between random acts and a system:

Doing random acts of marketing instead of having a system leads to 3 problems:

• Problem 1: Your customer data lives in silos. You don’t know what performed or what customers are interested to buy now, you have to do archeology.

• Problem 2: Nothing moves unless someone pushes it. The pipeline only moves when a human is motivated.

• Problem 3: You can’t answer the money questions. You don’t have a clear view of your cost to acquire a lead or acquire a customer.

Notice how these 3 problems feed each other: siloed data creates manual work, and manual work makes the money questions impossible to answer.

Your system should be able to answer the MONEY questions:

• How much does it cost to book one qualified call?

• How much does it cost to acquire one customer? (CAC)

• What is the sales cycle length? And the closing rate? Per segment?

At ContentPath, we’ve installed over 40 GTM and content systems. I’ve identified 3 rules to create a growth system that works for you.

1. Rule 1: You first work IN the system, and then work ON the system.

2. Rule 2: Your system needs to have knowledge (and that’s where AI comes in).

3. Rule 3: Your system has to follow best practices and focus on what matters.

Regarding rule 3, I love this quote from an interview with Elon Musk on the tarmac of a SpaceX rocket: “The most common error of a smart engineer is to optimize something that shouldn’t exist.”

The truth is that I see A LOT of founders adding complex funnel steps, tools, or hacks that shouldn’t exist in the first place.

I’m here to help you build the features that matter.

Each part is connected to the other to create an holistic growth engine.

➡️ Watch this video to learn everything about our system

2. Great content for brand authority and pertinent outreach for sales (2 sides system)

My rule of thumb: always stay pertinent along the whole process.

Don’t fall into the false debate of inbound vs outbound. That’s a false debate that only leads to reduced performance and higher customer acquisition cost. And if you follow me for some time now, you know my pragmatic approach to marketing: do more of what works.

The content engine

I started posting content in January 2022 and never stopped since then. My content engine has fueled 3 companies so far (one agency sold in 2023, one course business, and one new business launched in 2025). Over 4 years, this engine generated over 60,000,000 impressions.

Could I have done it without a proper content engine? Absolutely not!

When it comes to content, here’s what a system allows you to do:

• Publish consistently without depending on daily motivation or inspiration

• Never start from a blank page (ideas come from your knowledge center, not your mood)

• Know exactly which topics and formats perform, so you double down on winners

• Turn one winning insight into 15 assets across channels with repurposing

But, you cannot only build a content engine, publish, and wait for leads.

The warm outbound engine

I started doing warm outreach in March 2022 and never stopped since then. It allowed me to convert the impressions, likes, profile visits into real deals. I’ve created a complete content-to-revenue model based on 4 years of iteration.

When it comes to warm outreach, here’s what a system allows you to do:

• Identify the warmest prospect to contact (to increase your chance of success)

• Collect intent signals to inform your strategy and trigger workflows

• Draft personalised sequences automatically based on intent type and prospects information

• Follow up at the right time with the right information, on the right topic (instead of “just bumping this up”)

The truth is that most B2B businesses focus on cold audiences because they lack the system:

3. What role can AI play in this system?

Spoiler: the back end and execution layer, but not the creative engine

I remember in 2023, most marketers jumped on AI to automate the ‘creativity’ layer of marketing. This created a huge flood of commodity content online (blogs, videos, social posts, comments).

But the real impactful use case is on the research, data and back end operations tasks where AI saves marketers hundreds of hours.

So I’m going to explain here how we use AI as an enabler in our GTM system:

(If you work with us during the 60-day Sprint, we’ll build this for you.)

→ Role 1: Build a knowledge center that becomes the brain of the company

Why: AI is only as good as what it knows about your business. So we store your unique insights in one searchable database: call transcripts, frameworks, customer questions, and past content that performed.

Results: For one client, we turned their calls and docs into a 20+ document knowledge center. Every post, email, and landing page now pulls from THEIR expertise. That’s the difference between AI slop and content only you could write.

→ Role 2: Collect engagement, score ICP-fit leads, prioritize based on intent

Why: Every post generates hundreds of engagers, and no human can review them all. AI collects them, scores them against your ICP, and ranks them by intent: repeated engagement on one topic beats one random like.

Results: Your team wakes up to a prioritized list of warm leads, with the topic they engaged with as the angle for the DM or email. That’s how content engagement turns into discovery calls.

→ Role 3: Work on content ideation and repurposing based on the knowledge center

Why: Ideation, not creation. AI removes the blank page: it mines your knowledge center for ideas mapped to your pillars, then repurposes one winning insight into a LinkedIn post → newsletter section → carousel → short video.

Results: One insight becomes 4-5 assets, and you stay the creative director. That’s how I’ve posted daily since January 2022 without burning out.

Work with me and my team during a 60-Day Sprint to Install your GTM and Content Engine

Most founders spend 12 months duct-taping tools and tactics that never connect. We compress that into 60 days: offer, content, knowledge center, and warm outbound installed as one system. It’s the exact engine we used to add $1M ARR in 12 months. At the end, you own it, and we train you to operate it (or plug in an operator for you).

➡️ Watch this video to learn everything about our system

This newsletter is not an essay against personal brand. I just want to reframe what a B2B personal brand CAN BE and how you can lead with expertise rather than personality.

Because personal branding doesn’t necessarily mean publishing photos of you with an inspirational caption.

It can also be a way to associate your name with an expertise.

And if you’re a B2B expert that DOESN’T want to lead with personality content, there are high chances that this is exactly what you need.

So here’s what I’m going to talk about in detail:

• Premise: what I think about personal branding

• What I think about CEOs who refuse to build a personal brand

• How to lead your personal brand with expertise, not personality

• How to compete in a red ocean of expertise

My B2B content ecosystem generated over $2M for my businesses: learn to build your own in my program.

You might have tried B2B content, juggling bursts of motivation, AI content, and copied viral templates. But you didn't find a long-term strategy that grows your brand and revenue.

Build your entire content-to-revenue system with my flagship program: 7 modules, plug-and-play templates, weekly Q&A calls, and a community of B2B founders building their content engine.

→ Build your content system and get direct feedback from me

1/Premise: what I think about personal branding

It’s a great revenue channel but it’s not as easy as what most people say.

Let’s start with my definition of personal brand in B2B:

Here’s an example with Anthony Pierri and Rob Kaminski:

Now here’s what I think about personal brands:

1. Personal brands are a solid revenue channel

Some people still doubt that they drive revenue. Yet, I can attribute at least $500K to this channel in my previous business. A personal brand well positioned in an industry builds awareness, engagement, authority, and trust which compound into revenue.

2. Personal brands are faster to build than company brands

It’s hard to build a company brand, you need years. Personal brands are faster to build as people can quickly relate emotionally. That’s because our brains are wired to sympathise with other humans who look like us.

3. It’s not as easy as it seems to build one

You need the right level of experimentation, authenticity, and industry expertise to grow a personal brand. You also need hard skills like copywriting, public speaking, video editing, and above all the art of grabbing attention.

4. The revenue potential depends on the positioning

A personal brand positioned on a niche topic such as AI automation has higher revenue potential than a topic like remote work. Because it’s easier to link it to an offer, a product, or sponsorship opportunities.

2/What I think about CEOs who refuse to publish content in their name

Breaking down this logical error

Let’s address another problem I see a lot: CEOs who refuse to publish in their name.

I’m always amazed when they say: “I don’t want to show my photos in my social posts.” In my opinion, it’s a breach of duty.

Let’s run a logical flow to analyze this error.

• Premise 1: As a CEO, your role is to represent the company publicly, grow the top line revenue, and show the vision to attract and retain talent. This is commonly accepted.

• Premise 2: Social media platforms are now buying hubs. They work like a giant, always-on B2B conference. Buyers educate themselves and make decisions there. This is also widely accepted.

Therefore if:

• The CEO’s role is to attract opportunities

• And a lot of opportunities are now online

As a CEO, it’s your role to appear publicly where the opportunities are.

The objections I hear the most are:

Objection 1: “It’s creepy, I don’t want to look like a maniac.”

What it really means: the CEO is afraid of judgment from his peers. He imagines other executives laughing at his posts. In reality, half of them only care for a few seconds, and the other half wish they had started too.

Objection 2: “The company should be the brand, not me.”

What it really means: the CEO is not ready to associate his image with the company. He keeps a distance in case things go wrong. But buyers trust faces over logos, so this distance has a direct cost in revenue.

Objection 3: “I don’t have time for this.”

What it really means: the CEO does not see content as revenue work. He treats it like a marketing hobby. But content is now a central piece of what fills the pipeline today, so every week of silence has a direct cost in revenue.

3/How to lead your personal brand with expertise, not personality

First of all, I’m not saying leading your personal brand with your personality is a bad approach. I’m saying it’s an approach I don’t want to use and I know a lot of B2B experts don’t want to use this approach either.

What is really expertise?

At its core, “expertise” literally means knowledge or skill gained through personal trial, testing, or experience.

So expertise is different than knowledge, it implies:

• You earned it by doing, not by reading. Expertise is what is left after you tried, failed, and adjusted in the real world.

• It carries proof. Behind it sit real experiments and results, so you can show patterns and outcomes, not just repeat a theory.

• It is yours and cannot be copied. Because it comes from your specific trials, it produces a point of view no one else has.

• It includes judgment. You know what works, what breaks, and when, because you have been wrong before so you can own a point of view.

That is what makes content with expertise unique, and content with only knowledge generic.

But because you’re competing with photos, stories, and entertainment, you need to make your content easy to digest and visually pleasing.

4/How to compete in a red ocean of expertise

You won’t be able to compete with pure knowledge against AI

If creating content is extremely easy, then your content strategy should be uncopiable to differentiate yourself. Your end goal is not to be unique, it’s to help your audience. But you need to be different enough to attract attention in the first place.

Differentiate your content on 3 levels

You can differentiate on three levels, and the goal is to combine them: unique insights + unique point of view + unique formatting. It’s differentiation 101.

• Proprietary insights (your experiments, client data, case studies) make you a rare source

• A signature POV makes you a thought leader that adds interesting analysis to the public debate

• Distinctive design/copy/video makes you pleasant to follow.

Your proprietary insights should come primarily from lived experiences:

De-commoditize yourself

The first step to avoid being a commodity in a red ocean is to understand what is a commodity. Let’s first find a proper definition:

So everytime you have a content idea, ask yourself:

• Could a competitor publish this exact same content without changing a word?

• Does this idea come from my own experience, data, or client work, or could anyone find it on Google?

• If I removed my name from this post, would my audience still know it’s me?

Connect your expertise to lived professional experiences

I see a lot of personal brands with a strong experience focusing their content on the surface level of their expertise. They don’t go to the core and link to their experience.

• Specific decisions they made and the reasoning behind them, including the option they rejected and why

• Mistakes they made and what it taught them, told with the real stakes attached, not a sanitized “lessons learned”

• A specific client, project, or campaign named in detail (anonymized if needed), walked through from problem to outcome

• Disagreements they had with a boss, client, or industry norm, and how it played out

Here are 3 rules you can follow for this:

• Rule 1: Share all your content from your unique perspective

• Rule 2: Develop a signature point of view grounded in real experimentation

• Rule 3: Share what’s happening in your business (build in public)

My final answer: YES, you should build an expert-led personal brand

Start attracting your ideal clients with your content ecosystem: learn all my strategies that generated $2M for my businesses

Install my entire content-to-revenue system yourself with my flagship program. 7 modules, plug-and-play templates, weekly Q&A calls, and a community of B2B founders building their content engine → more information here

Yesterday I gave a LinkedIn Signature Content Formats Masterclass in my Skool.

I’m giving you access to the written recap with all the formats.

For context, it was the 2nd of a series of 4 masterclasses:

• Masterclass 1: The new LinkedIn algorithm rules (and how to adapt)

• Masterclass 2: The best-performing content formats

• Masterclass 3: The LinkedIn planning and creation workflow

• Masterclass 4: How to sell on LinkedIn in 2026

As a paid subscriber of my Substack, you get access to the written recap.

To get access to the next masterclass, all the recordings, and my full course, join here.

Read more

Yesterday I gave a LinkedIn Signature Content Strategy Masterclass in my Skool.

I’m giving you access to the written recap of the 16 learnings.

For context, it was the 1st of a series of 4 masterclasses:

• Masterclass 1: The new LinkedIn algorithm rules (and how to adapt)

• Masterclass 2: The best-performing content formats

• Masterclass 3: The LinkedIn planning and creation workflow

• Masterclass 4: How to sell on LinkedIn in 2026

As a paid subscriber of my Substack, you get access to the written recap.

To get access to the next masterclass, all the recordings, and my full course, join here.

Read more

The 95/5 B2B playbook is now a classic in B2B Marketing.

But it can be a bit too theoretical when it comes to your day to day.

So in this edition I’ll share how to use the 95/5 Playbook for LinkedIn Growth

And more, specifically I will:

• Break down the 95/5 playbook visually to make it crystal clear

• Show you the content to create for the 95% passive buyers

• Present the motions to distribute it based on your team

• Help you turn content signals into warm outbound for the 5%.

Last day to join the LinkedIn Signature Content Masterclass!

4 live masterclasses to update your LinkedIn content strategy and create signature content

Learn to create signature LinkedIn content (not AI slop) that positions you as an authority. Join me and 300 B2B experts for 4 live masterclasses over the course of 2 weeks:

1. Masterclass 1: The new LinkedIn algorithm rules (and how to adapt)

2. Masterclass 2: The best-performing content formats

3. Masterclass 3: The LinkedIn planning and creation workflow

4. Masterclass 4: How to sell on LinkedIn in 2026

After each session, you’ll get the edited recording, recap in a PDF, and an actionable checklist.

Join the Signature LinkedIn Masterclass

Join the Signature LinkedIn Masterclass

Let’s jump into today’s edition!

The 95/5 B2B Marketing Playbook

The 95/5 Playbook is a framework for organizing B2B marketing around a simple truth: at any given moment, only about 5% of your target market is actively in buying mode, while the other 95% are not ready to purchase. That said, they are still in “learning mode” and keeping up with their industry.

As a marketer (or founder), you need to take advantage of this situation by splitting your efforts into two synchronized motions: one that builds trust with the passive majority, and one that captures and converts the active minority.

Build demand for passive buyers (~95%): Use zero-click content (thought leadership, podcasts, long-form video) for discovery, and gated content (webinars, communities, industry reports) for deeper expertise. ~99% of your volume is zero-click; the 1% gated must be excellent.

Capture demand for active buyers (~5%): Use conversion content (case studies, white papers, solution demos) to turn audience into leads, and warm outbound (signal-led emails, ABM, daily social selling) to start conversations before they go elsewhere.

The two motions stay in sync, and everything ultimately funnels toward an optimized website, an active sales process, and a high-converting front-end offer.

How to apply the 95/5 Playbook on LinkedIn

1. Create the right type of content for the 95%

B2B brands doing content in 2026 fail in one of two opposite ways: they either make content too dense and academic for social feeds (better suited to a blog or white paper), or they dumb it down into broad stories that lack the depth, POV, and actionable insight professionals actually want.

You need to organize content around one topic across three levels of complexity:

• Level 1 - Accessible: Simple, clear, relatable content anyone in your field can grasp instantly.

• Level 2 - Intermediate: More layered systems and tactics for readers ready to go deeper.

• Level 3 - Advanced: Complex, proprietary frameworks and playbooks for a trusting audience.

Here are the 3 levels in an infographic:

2. Distribute the content on LinkedIn with the right motions

One of the biggest content decisions you’ll make in 2026 is which content motion to build around. That single choice shapes your formats, workflows, planning, and budget. Each motion comes with its own bottleneck you'll have to solve.

There are four to choose from, and they can be stacked as you grow:

• Founder-led: Your founder publishes everything (thought leadership, podcast, expert videos) and drives traffic to your offers. Bottleneck: extracting insights from the founder.

• Team-led: A team of 5+ publishes across channels for a network effect (short videos, thought leadership, collab content). Bottleneck: organizing a team content factory.

• Brand-led: You communicate as a company through brand channels (educational newsletter, case studies, expert videos). Bottleneck: creating formats engaging enough to break through.

• Community-led: Your users create content for you (user content, collabs, live chats). Bottleneck: your product has to be good enough that people want to talk about it.

You can also combine motions for compounding effects: founder + brand for thought leadership, brand + team for brand influence, team + community for network effects. The natural path for an early-stage B2B company is to start founder-led, add brand-led, then layer in team-led.

3. Connect content signals to your outbound system for the 5%

Assuming content alone will generate leads is one of the most expensive mistakes. Warm outbound is what converts attention into 1:1 conversations and pipeline. So you should not wait for inbound to do the work.

Rule 1: Let content generate the signals first.

You only reach out to prospects who already engaged, so the message have more chance to land warm instead of getting ignored.

• Zero-click content (podcasts, videos, thought leadership) produces social signals such asprofile visits, engagement, shares.

• Gated content (webinars, reports, case studies) produces identified intent such as email signups, downloads, registrations.

Rule 2: Match the outreach to what they engaged with.

The signal tells you two things: who is paying attention and what they care about. Use both and adapt your outreach to the level of intent:

• High-intent signals (gated downloads, webinar registrations, pricing or product page visits) get a direct message that references the exact resource and offers a next step, like a call or a relevant case study.

• Low-intent signals (likes, comments, profile visits) get a softer touch first. Reply to their comment, start a conversation, or share a second piece of content before you pitch anything.

The rule is simple: the warmer and more specific the signal, the more direct your outreach. Map your messages to the signal instead of sending everyone the same sequence.

Alright, that’s how you can use the 95/5 playbook inside LinkedIn!

Join me and 300 B2B experts for 4 LinkedIn live masterclasses over the course of 2 weeks

Join the Signature LinkedIn Masterclass

You get a complete update on what works on LinkedIn in 2026:

• 4 live masterclasses with me on GMeet (June 18, 23, 25, 30 at 2pm CEST / 8am ET)

• Lifetime access to the full Content First System course (7 modules, 70+ video lessons)

• The 2026 LinkedIn Algorithm Checklist

• The 36 Signature format templates

• The AI Slop vs Signature Swipe File (20+ side-by-side comparisons)

• The Notion content planning dashboard

• The Social Selling DM Playbook

• Private Skool community access

[Click here to join the Signature LinkedIn Masterclass 2026]

LinkedIn has drastically shifted in the past 6 months.

• Shift #1: The market is flooded with AI content

• Shift #2: We’re facing massive content fatigue

• Shift #3: It’s getting harder to sell on LinkedIn

Let’s face it, LinkedIn content is a red ocean (especially with new accounts).

Yet, the B2B founders who adapt to the new rules are getting more inbound leads than ever.

I’ve analyzed my students’ and agency clients content to uncover what is winning on LinkedIn in 2026.

Join me and 300 B2B experts for 4 live masterclasses over the course of 2 weeks:

1. Masterclass 1: The new LinkedIn algorithm rules (and how to adapt)

2. Masterclass 2: The best-performing content formats

3. Masterclass 3: The LinkedIn planning and creation workflow

4. Masterclass 4: How to sell on LinkedIn in 2026

The masterclasses will be on 18, 23, 25, 30 June at 2PM Central European Time.

Join the Signature LinkedIn Masterclass

After each session, you’ll get the edited recording, recap in a PDF, and an actionable checklist:

Here is the breakdown of everything you’re going to learn;

Masterclass 1: The new LinkedIn algorithm rules (and how to adapt)

In this 1st masterclass, I will present all my learnings on what’s actually working right now. Everything is based on all my posts and my agency clients’ posts (over 500 posts per month).

During this masterclass, I will answer your most pressing questions:

• How to optimize your profile the right way?

• How to adapt your content strategy?

• What publishing frequency to use?

• What key metrics to optimize for?

• How to truly know what your audience want?

At the end of the masterclass, you get the new LinkedIn strategy checklist.

Join the Signature LinkedIn Masterclass

Masterclass 2: The best-performing content formats

This second session goes deep on formats. I’ll break down which posts drive the most impressions and leads in 2026, and which formats are quietly dying. Every format I share is backed by real performance data.

During this masterclass, I will help you choose the right formats:

• What formats are driving the most impressions right now?

• What formats are dead in 2026?

• How to design a high-performing B2B carousel?

• How to use video on LinkedIn without producing video?

• What is the best format for generating inbound leads?

At the end of the masterclass, you get the 36 Signature format templates (carousels, infographics, and post structures).

Join the Signature LinkedIn Masterclass

You’ll learn to become visible with visual signature content:

Masterclass 3: The LinkedIn planning and creation workflow

In this 3rd masterclass, I will walk you through the exact workflow I use to plan and create content every week. This is the system behind my 170k followers and the 500+ posts my agency publishes for clients every month.

During this masterclass, I will answer your most pressing questions:

• How to find content ideas without staring at a blank page?

• What is the best weekly planning system?

• How to write a high-quality post in 30 minutes?

• How to use AI without falling into the AI Slop trap?

• What tools to use for planning, writing, and scheduling?

At the end of the masterclass, you get the Notion content planning dashboard.

Join the Signature LinkedIn Masterclass

Masterclass 4: How to sell on LinkedIn in 2026

In this 4th masterclass, I will show you how to turn impressions into actual revenue. This is the social selling system I use to drive inbound leads from LinkedIn, the same one I’ve taught 500+ students.

During this masterclass, I will answer your most pressing questions:

• How to turn LinkedIn impressions into qualified inbound leads?

• What CTAs actually convert in 2026?

• How to write a launch post that drives sales?

• How to DM prospects without being salesy?

• What to do when someone engages with your content?

At the end of the masterclass, you get the social selling DM playbook.

Join the Signature LinkedIn Masterclass

Recap: Everything you get by joining now:

You get a complete update on what works on LinkedIn in 2026:

• 4 live masterclasses with me on GMeet (June 18, 23, 25, 30 at 2pm CEST / 8am ET)

• Lifetime access to the full Content First System course (7 modules, 70+ video lessons)

• The 2026 LinkedIn Algorithm Checklist

• The 36 Signature format templates

• The AI Slop vs Signature Swipe File (20+ side-by-side comparisons)

• The Notion content planning dashboard

• The Social Selling DM Playbook

• Private Skool community access

For the first 25 people who join, you also get a 1:1 LinkedIn audit from me ($500 value).

Cart closes Wednesday June 17 at midnight CEST. After that, the 4 live workshops are gone for this round.

[Click here to join the Signature LinkedIn Masterclass 2026]

See you on the inside,

Pierre Herubel

If you’re trying to close B2B deals, you need to go from “seller only” to actually influencing deals with your content.

So in this edition, I’ll help you on:

How to influence buyers with LinkedIn content

1. Why your buyers are influenced by “external voices”

2. How your LinkedIn content can help you become one

3. What formats and types of content you should use

This edition is sponsored by Next Market Live by Weglot

Free event: How to win in the UK, from marketers who’ve actually done it

Next Market Live by Weglot is a free half-day event on 16 June 2026 dedicated to international expansion (in Paris and online). Learn practical tactics from operators and leaders who’ve successfully entered the UK market.

There will be 2 talks:

• Talk #1 - The UK Market Reality: Entering a Tier-1, Highly Competitive Market

• Talk #2 - Winning in the UK: From First Traction to Sustainable Growth

Expect to learn from real stories from 10 speakers who’ve entered and grown in the UK.

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Let’s jump into this edition!

1. Context: your buyers are influenced by “external voices”

External voices have a growing influence on buying committees. Each member of the committee has their own source of insights. Podcasts, communities, thought leaders, online trends:

• "I heard in this podcast that we should do this"

• "I follow this expert, they say we should not do it"

• "I participated in a webinar saying this tool is important"

And they trust those sources more than sales reps. Now what does it mean for your marketing strategy? The solution is to be one of those “external voices”.

In a nutshell, go from only being "the seller" to "the voice worth following."

2. How your LinkedIn content can help you become a trusted voice in the industry

Once you understand that being “just the seller” is no longer the best position in 2026, you start thinking about creating educational content in your industry.

And for that, LinkedIn is the best channel. You need to see it as a giant conference where you can speak on stage (content), network with people (comments), and have 1:1 meetings (DMs).

So in this part, I’ll show you how LinkedIn content can help you influence buyers.

A. Define the media category you’ll play in

Buyers get their insights from sources of all sizes. They can read Forbes, follow influencers with 1M followers, and listen to niche podcast episodes with only 5,000 views.

They’re looking for different types of insights from different types of sources. Once you understand this reality, you can take advantage of it. Because you cannot get Forbes influence but you can provide niche expert insights.

Defining your category is a bit like positioning. You need to answer:

1. Who are you trying to influence exactly?

2. What specific topic or problem do you want to be known for?

3. What unique insights and perspective do you bring to that topic?

4. Why should people listen to you instead of the dozens of other voices in the market?

Answering these questions helps you define the media category you’ll own in your audience’s mind and gives your content a clear direction.

Map your media category against other contributors

Create a quadrant map using two axes, then position other contributors (brands and personal brands) within it and see where you land. This gives you a good indication of how to shape your positioning and highlight your uniqueness.

B. Analyze your buyers to define your content strategy

A wrong way to approach content strategy is to head directly to AI and to brainstorm based on your ideas. Instead, you need to start from your audience insights and reverse engineer your strategy.

Only by studying your customers’ problems, day-to-day tasks, objectives, and buying journey will you be able to create a solid content strategy. The buying journey will also have a significant impact on your LinkedIn content plan (see Part 3).

To define these components, you need to understand your buyers deeply.

• What problems are they actively trying to solve?

• What goals are they trying to achieve?

• What misconceptions or beliefs are holding them back?

• What objections do they have before buying?

• What questions do they repeatedly ask?

• What language do they use to describe their problems?

C. Understand this key marketing concept: triggers

Buyers rarely decide to buy out of the blue, it’s often a subtle mix of rational and emotional reasons. One thing is certain: there's always a trigger that starts the conversation or leads to a purchase.

A trigger is an “Aha! moment” where a person realizes “I have this problem”, “I need this solution”, or “I want to work with them” depending on their stage of awareness. The good news is that content can make triggers happen.

Here are two examples of how content can create triggers:

• A LinkedIn post of the CEO sharing their POV on the problem → “I’ve never thought about it this way, I will follow them”

• A 20-page case study carousel on a before vs after story → “This is exactly what we need, I will forward this to my CMO to book a workshop”

3. What formats and types of content you should use

Congrats, if you’ve read until here, it means you’re serious about your content strategy. Now, you should be ready to map your customers’ buying journey, and decide what LinkedIn formats and type of content to use.

A. Understand the 3 rules of buying journey influence

Different buyers consume different content, at different moments, for different reasons. The same piece of content can create awareness for one person, generate consideration for another, and trigger a buying decision for someone else.

• Rule (1): Some content helps buyers discover you. Other content helps them buy from you. But you cannot control precisely which does what.

• Rule (2): You cannot predict which piece of content will trigger an "Aha! moment". Two buyers will react to 2 completely different pieces.

• Rule (3): A prospect can sit in "solution aware" for 6 months. Then read one case study and decide you're the right fit the next day.

These three rules converge into one core principle:

You cannot precisely map which content moves each buyer to the next stage of their journey. But you can control the content you put out there

B. Variety, Coverage, and Volume

Accuracy of insights and content quality are two big factors of how much you can influence buyers. But when it comes to distribution, there are three other underrated factors that define success.

Here are the three distribution factors that impact your success:

1. Variety of formats: if you always publish the same format on the same channel, you will create format fatigue.

2. Coverage: ensure your content strategy covers every corner of what needs to be said (at the strategic, tactical, and operational level).

3. Volume of distribution: the more you publish, the more you increase your chances of being seen and trigger “Aha! moments.”

I like this comment on my post from Maria who explains why those three points matter:

C. The LinkedIn formats to influence the buying journey

Let’s start from formats that might generate a lot impressions but have no impact on your customers’ buying journey.

• A story + photo post on what you did during the holidays*

• A trending video interview of a famous CEO you repost on your profile

• An infographic titled “The 10 signs of a leader” while you sell software

* This one can at least increase your likability if it’s interesting.

You can still publish posts like this from time to time if you feel like it but finding viral formats should not be your top priority.

Now, let’s move on to formats that have a strong impact on the buying journey at different levels.

• Opinion

• Backstory

• Case study

• Point of view

• Signature format

Opinion

Opinion content shares a clear perspective on an industry trend, belief, or common practice. It helps people understand how you think and creates differentiation beyond expertise alone.

Backstory

Backstory content reveals the experiences, lessons, and events that shaped your current views and approach. It builds trust by helping people understand the journey behind your expertise.

Case study

Case studies demonstrate how a specific problem was solved and the results that followed. They provide proof that your methods work in real-world situations.

Point of view posts

Point-of-view content presents a structured framework for understanding a market, challenge, or opportunity. It helps prospects adopt your way of thinking and see problems through your lens.

Signature format

A signature format is a recurring content structure that becomes associated with your brand. It increases recognition, consistency, and memorability across your content.

Learn how to make your signature format here:

Alright, that’s the end for this edition!

Last year, we added $1M of ARR with my agency ContentPath.

We used content, outbound, AI, and a strong offers system for this.

And I want to help you do exactly the same if you run a B2B business.

So in this newsletter:

→ You’ll learn about the complete go-to-market (GTM) system for 2026

→ You’ll discover my new offer, the “60-day GTM sprint”

→ You’ll understand the real use cases of AI for revenue

👉 New Offer: Work with me and my team during a 60-day sprint to install your entire GTM System.

Over 60 days, we’ll install the exact same system we used to add $1M ARR in 12 months. So if you’re serious about building a modern GTM engine for 2026, this is the right moment.

• We install your offer, sales, content and outbound system

• We create the initial content batch and emails/DMs flows

• We coach you along the way so you nail it

Note: We build the system for you and YOU OWN IT.

→ If you’re interested in joining the sprint, book a call here

🎁 We’re doing a massive launch offer for the first 5 members (seats sell out fast)

A quick introduction to the GTM System:

The go-to-market (GTM) System you’re about to discover is based on 12 months of iteration we conducted for us and our clients. It’s structured in 4 pillars, and each pillar has a number of GTM plays:

1. LinkedIn Content strategy and profile redesign

2. AI Knowledge center and visual content factory

3. AI Outbound System Setup

4. Offer and sales system

For each pillar, I’ll show you 2 GTM plays we use, but there are more.

A play is a tactic you can install right now.

1. LinkedIn content strategy & profile optimization

❌ LinkedIn is NOT a post and ghost platform

LinkedIn is a huge, ongoing B2B event where your audience and potential buyers are hanging out. You need to make the most of this opportunity before the event gets too crowded. And like in any crowded event, you need to stand out to get eyeballs and valuable discussions.

Play #1: Turn your LinkedIn profile into your 1st landing page

You probably underestimate the impact of a well optimized LinkedIn profile. It will make or break your LinkedIn strategy. With the right profile, you go from “just another seller” to a “go-to-expert that add unique value”.

• Bad profile: visitors check and think “meh, this won’t help me”

• Good profile: visitors check and think “sounds interesting”

Play #2: Turn content into your visibility engine

In 2026, content is what actually puts you in front of buyers and start the GTM flywheel. The problem is that there is too much competition, AI content, and people can access instant knowledge from any LLM.

What works now:

• A clear point of view on the hot topics in your industry

• Insights from real experimentation, not recycled theory

• Signature visual formats that earn repeat attention

We use a simple mix: 70% authority content, 15% personal brand, 15% offer content.

🏁 We’ll install your LinkedIn content strategy and profile at the beginning of the GTM Sprint.

I will work on your content strategy and my design team will create your visual identity + optimize your profile. So you have the best foundations to grow the pipeline.

• Done for you content strategy and profile redesign

• 30-day content calendar ready to publish

→ If you’re interested in joining the sprint, book a call here

2. AI Knowledge center and visual content factory

❌ Most businesses use AI to ship slop that completely kills their brand.

Instead, they should use AI to build a knowledge center and spin out ideas faster.

Play #3: Knowledge Center for Faster Content Creation

Everything starts from your unique insights. The key is to store all the knowledge in an organized and searchable database. This way, it’s much faster to turn insights into posts ideas based on winning frameworks, formats, and content plans.

Play #4: Visual content factory

Your goal is to turn insights into visual content that your founder (and then your team) can reuse. This includes workflows, diagrams, pyramids, motion designs, comparative tables but also carousels.

🏁 We’ll install your AI knowledge center and visual content factory during the GTM Sprint.

We’ll set up the content production system and the AI knowledge center we use internally. So you can turn every idea into infographics, carousels, and posts without bottlenecks.

• Installation of your infographics factory + knowledge center

• Custom infographics and carousel templates made for you

→ If you’re interested in joining the sprint, book a call here

3. AI Outbound System Setup

❌ Some teams are still sending mass cold emails

With our current system, we manage to turn content engagement into discovery calls. Everything starts from content, but you can’t rely only on inbound leads. You need to plug content with warm outbound.

Play #5: Signals gathering and lead scoring

This play alone will completely transform your GTM system. It will allow you to focus your efforts on leads that make the most sense now.

1. We publish high-value content on LinkedIn

2. We identify the ICP leads who engaged and score them

3. We send DMs, emails, and retargeting ads to warmest leads

Play #6: Personalized outreach (based on signals)

Once you collect signals, you can adapt your outreach to have the right message. But don’t get me wrong, it’s not only about changing the icebreaker. Here is what we usually personalize:

1. The signal gives us the angle: In the email or DM, we talk about the topic related to what they engaged with. This increases the relevance.

2. The type of client gives us the framing: We don’t pitch the same message or offer to a $1M or a $50M business.

🏁 In the 60-day GTM Sprint, we’ll install your full outbound system to book calls (without spamming cold emails)

We’ll install the system, tools, and emails/DMs workflows we use to turn intent signals into discovery calls. Yesterday alone, we booked 4 calls with this system.

• Full setup of your system and tools done by us

• We start operating the campaigns together

→ If you’re interested in joining the sprint, book a call here

4. Offer and sales system

❌ You can’t win if your traffic goes to a bad-converting offer

Content and outbound are demand engines. They send qualified people your way every week. But all that traffic is wasted if it lands on a weak offer and a messy sales process. So before scaling content and outbound, we make sure the offer, the sales assistant, and the landing page are built to close.

Play #7: Offer (with a high-converting landing page)

A strong offer follows 5 principles:

1. Fix a problem that’s painful, urgent, recognized, and expensive

2. Articulate a clear capability: how exactly you fix it

3. Answer “what’s in it for me?” with concrete deliverables

4. Differentiate so you’re not compared on price

5. Choose the right pricing model

It also needs a great landing page and video sales letter (VSL) to convert.

Play #8: AI-Powered Sales Assistant

Once leads come in, you need the right sales system with proper follow ups and a smooth flow. You’ll lose deals if you’re too slow (especially in red ocean marketers) so you should use technology to accelerate sales.

We install a sales agent that:

• Helps you read buying intent (rational, urgent, or fake priority) so you don’t waste cycles on prospects who’ll never close

• Drafts personalized follow-ups based on what each lead actually engaged with

🏁 We’ll help you build a solid offer and sales system during the 60-day GTM sprint.

We’ll upgrade your offer, positioning, and sales process so you close more leads at higher prices. Content and outbound only work if the offer behind them is built to close.

• Upgrade of your offer and sales system for higher ROI

• Coaching on positioning, offers, and sales by our founders

→ If you’re interested in joining the sprint, book a call here

Alright, I hope this edition was useful for you!

The Marketing Game of 2026 (Full Guide)

I published a series of posts “the Marketing Game” and they got over 2 millions impressions. So I’ve decided to create a full guide on the Marketing Game.

The objective is simple: Turn Marketing into a step by step game you can play and follow for your business.

In this edition you will learn:

• Level 1 - How to setup your marketing strategy

• Level 2 - How to install a good marketing plan

• Level 3 - How to execute with iterations

• Level 4 - How to create marketing programs

Join my course content-first to build your modern marketing system and get direct feedback from me

Install my entire content-to-revenue system yourself with my flagship program. 7 modules, plug-and-play templates, weekly Q&A calls, and a community of B2B founders building their content engine → more information here

Let’s start the Marketing Game

First of all, here are a few elements you NEED, in order to play:

• A business (or at least a business idea)

• Time to play the game (you’ll lose if you rush it)

• A computer with internet

That’s about it and that’s the good thing about business in 2026.

The entry barriers have never been so low.

Let’s jump into level 1:

Level 1 - Marketing Strategy

Step 1 - Everything starts with your target audience

• Identify a target market with one main opportunity

• Research this market and pinpoint a problem

• Pull insights to build your business strategy

❌ A lot of players skip Step 1.

• They jump straight to “Step 2 - Business Strategy“

• They also often skip “Step 3 - Feedback Loop“

• So their “Step 4 - Foundations“ is unstable

You need to validate your business strategy with:

• Your ideal customer

• Your value proposition

• Your brand vision

After that, you’ll be able to set up your marketing foundations:

• The offer

• The positioning

• The messaging

❌ Some players stay stuck in Level 1:

• “I think our value proposition is not perfect yet”

• “We need to refine the messaging again”

→ At some point, you should launch (even if you still have uncertainties) and refine the strategy with iterations

Join my course to nail the foundations of your marketing

With step by step videos (below 5 minutes), I give you exact guidelines to determine your audience and ICP, pinpoint a specific problem, write your positioning statement, messaging, and all the strategic decisions you need.

At the end of the level 1, you should have a solid marketing strategy.

• Target Audience with a clear problem

• A value proposition to fix this problem

• A brand vision to inspire your strategy

• A precise and unique offer

• A market desired positioning

• A messaging strategy

→ more information here

Level 2 - Marketing Planning

🧠 Note: To start this level, you need to have completed the level 1. Because a lot of players jump straight to Level 2:

• They ask directly “what channel should I use?”

• or “what’s the latest tactics to get clients”

The first thing you need to understand for planning is that marketing is far from being an “Art & Craft” department:

• Only structured plans bring results

• Data analysis fuels experimentation

• The test & learn approach is scientific

• Systems rely on engineering (not creativity)

Sometimes the strategy is perfect but the marketing team can’t bring results because of planning. It feels like having a clear destination but no map to access it, frustrating.

So here are the 2 steps of this level:

1. Your Marketing Plan

In your plan, you should list all the elements that will guide the execution

• The channels and tactics

• The roadmap with timeline

• The budget and resources

• The objectives and KPIs

4 Problems usually happen during the marketing planning:

1. You have a bottleneck between strategy & operations

2. You don’t have the right system to organize actions

3. You are trying too many tactics at the same time

4. You don’t prioritize marketing actions correctly

And the planning problem often comes from:

• Lack of systems → There is no marketing backlog

• Lack of prioritization → There is no scoring system

• Lack of workflows → Marketers work only with intuition

2. Your Marketing System

To build a strong planning system, you need 4 pillars:

1. A backlog to ideate and list marketing ideas

→ On what data do you base your ideas?

→ Where do you store those ideas?

→ Do they match your strategy?

2. A system to score and prioritize ideas

→ How do you score them?

→ How do you compare your ideas?

→ How do you prioritize based on score?

3. A workflow to deploy marketing actions

→ How do you start a new action?

→ How do you allocate resources?

→ How do you set the right timeline?

4. A place to track and report results

→ What results are you tracking?

→ Where do you report results?

→ How do you analyze results?

Here is a graph to help you choose your marketing tactic

You need to allocate resources wisely based on:

• Team’s time → how many hours available per week?

• Marketing Budget → how much can you spend?

• Skills → what can your team do and can’t do ?

Recap of the Level 2: Marketing Plan

Once you’ve selected your plan and tactics, you can move on to the execution.

Level 3 - Marketing Execution

After the strategy and planning, you need to execute the plan with consistency and a set of skills. This is the phase where ideas are really tested. Before execution, everything is theory.

For example, you can’t simple decide on your positioning on the market. You need to choose your desired positioning, but then you need consistent messaging to access a perceived positioning.

5 Steps happen during the marketing execution

1. Plan your experiment in a backlog

2. Start the experiment (one by one)

3. Assess initial results and continue

4. Assess the viability (for a go/no go)

5. Assess the repeatability (for a go/no go)

And after (5), you can go back to (1) to iterate on the experiment.

During the process, your market is always at the center:

• You use market insights to plan the experiment

• You assess results based on market feedback

• You collect quantitative data (CTR, CPMQL..)

• You analyze qualitative insights & verbatim

Because a successful experiment is a combination of many micro-decisions based on market data:

• Should I automate a welcome email?

• Should I use copy A or copy B?

• Should I publish this content?

• Should I repeat the test?

• Is this tactic viable?

When you are starting marketing, all these questions lead to “I don’t know”. Overtime and with a good volume of execution, you start to identify patterns. And things get easier.

But you need a marketing backlog for that:

• Build your backlog as a second brain

• Take note of everything that happen

• Analyze data sets, identify patterns

• Get 100% clarity on what to do

Learn my marketing execution methods in my course

Install my entire content-to-revenue system yourself with my flagship program. 7 modules, plug-and-play templates, weekly Q&A calls, and a community of B2B founders building their content engine → more information here

Level 4 - Marketing Program

Once you’ve tried marketing experiments in your backlog, you can identify the most pertinent ones with those questions:

• Does it have a good ROI?

• Is it viable on the long term?

• Is it repeatable? Can I get this ROI again?

• Do I have the resources to implement it at scale?

• Is it easy or possible to implement this year?

For the experiments which are not viable for the long term, you can choose to do a NO GO (cancel the program). Or you can also put them back into your experiment backlog to refine them.

The goal is then to turn the experiment into a fully integrated program. You will develop a long term roadmap (6 months for example). And your goal will be to integrate the program into the daily operations of every departments involved.

A marketing program can’t work if it’s not 100% ‘integrated’:

• Everyone internally knows the program

• Teams have a valid process to collaborate

• There are resources allocated for the program

• The responsibilities and OKRs are crystal clear

For example, a ‘video channel program’ won’t become a $1M ARR program if the leaders of each department don’t care about it. Here is the best situation:

• CFO believes in the program ROI

• CEO invites his network for videos

• CPO collaborates for product videos

• VP Sales include it in the sales process

People in the company need to be:

• Motivated → “I believe in this program”

• Aligned → “I agree with the CMO on this”

• Incentivized → “I need this program to win”

The minute an experiment becomes a program, it’s not only about marketing expertise anymore. It’s about management.

Alright that’s the end of this edition. I hope you enjoyed it and that it will be helpful for your marketing strategy. Here’s a recap of the marketing game:

Join my course content-first to build your modern marketing system and get direct feedback from me

Install my entire content-to-revenue system yourself with my flagship program. 7 modules, plug-and-play templates, weekly Q&A calls, and a community of B2B founders building their content engine → more information here

In today’s edition I’m going to give you:

7 Infographics for your 2026 lead generation

Want help building your content strategy for 2026? Work with me on your LinkedIn strategy.

Option 1: Done for you - My team and I build your content motion (founder-led, team-led, or brand-led), publish your content, and generate warm leads for your business on LinkedIn → more information here

Option 2: Done with you - Install my entire content-to-revenue system yourself with my flagship program. 7 modules, plug-and-play templates, weekly Q&A calls, and a community of B2B founders building their content engine → more information here

Infographic 1: Why Your Content Should Reach Industry Peers Before Your ICP

Most founders starting content in 2026 walk straight into the targeting trap. In outbound and paid ads you pick your audience but in content, you can’t. The content does the targeting on its own, and that’s exactly why it’s a hard skill.

• Too niche → very low engagement and impressions

• Too broad → a lot of unqualified eyeballs that lead nowhere

• The right flow: industry peer engages → ideal customer sees it

Key takeaway: Without industry peers amplifying your content, your ICP never sees it. That’s the most foundational thing to understand about content creation.

Infographic 2: The 4 Content Motions That Shape Your 2026 Budget

The most important content question for 2026 is which motion you’ll focus on: founder-led, team-led, brand-led, or community-led. Each motion requires different formats, budgets, and workflows, and each has its own specific bottleneck.

• Founder-led → bottleneck is getting insights from the founder

• Team-led → bottleneck is organizing a team content factory

• Brand-led → bottleneck is creative formats to get engagement

• Community-led → bottleneck is your product (users need something worth talking about)

Key takeaway: Most early-stage B2B businesses should start founder-led, then add brand content, then team content. That’s the most natural order.

Infographic 3: The Lead Volume Trap That Drains Your Sales Team

Most B2B teams hand sales and marketing two different goals: lead volume for one, close rate for the other. The gap between those goals lands on the sales team, who spend their best hours qualifying leads they should never have seen.

• Marketing chases lead volume, sales chases closed deals, and qualification falls in the gap between them

• Reps lose hours every week on DMs, CRM lookups, and calls with leads that were never a fit

• Set one shared revenue number, push qualification upstream into marketing, and reinvest in channels that bring the best-fit leads

Key takeaway: Pick one revenue number both teams own, then move qualification into the lead form so sales only gets deals worth a call.

Infographic 4: Stop Treating the MQL as the Finish Line

Most B2B marketers treat MQLs as the finish line and hand leads off to sales. But a lead can book a call, follow the full sales process, and still ghost. In 2026, marketers still have a lot of influence after a lead is marked as MQL.

• Tier-based sequence → sort by fit score, give best-fit accounts custom ABM, send the rest to a group webinar

• Educative VSL → replace the “book a call” page with a short video presenting your offer, then follow up

• Sales enablement content → create content for the sales team, personalized with AI in 2026

• Inbound-led outbound → use website signals and downloads to personalize outbound and target high-intent leads

Key takeaway: An inbound lead doesn’t mean a sale. Marketing’s job doesn’t stop at the MQL, it extends all the way through the pipeline.

Infographic 5: The Content Strategy Layer Teams Skip First

Most brands obsess over design, hooks, and storytelling before building the foundations, it’s like decorating a tasteless cake. The audience might try it once but won’t come back.

• The 7 foundations → ICP → Messaging → Content Pillars → Content Plan → Repurposing → Copywriting → Design

• Bonus → create your signature formats once the foundations are solid

Key takeaway: Don’t decorate before you bake. Structure first, aesthetics second.

Key takeaway: Audit your last 30 posts this week and rebuild from the foundation up: ICP first, messaging second, pillars third, copy and design last.

Infographic 6: Outbound and Content Work Extremely well together

Content and outbound are not separate playbooks in 2026. They’re two halves of one GTM system, and teams running them apart leak pipeline at every step.

• Teams run outbound-only campaigns, post twice a week, or rely on content alone, treating each as a complete GTM

• Ship zero-click and gated content together, collect signals from both, then reach out warm to people who already engaged

Key takeaway: Pick one piece of content this week, identify the 10 people who engaged, and send each a warm outbound message.

Infographic 7: Volume vs Quality Marketing

The fear of missing opportunities leads to messaging that speaks to no one and vague offers that convert no one. You still need volume, but only on the right tasks, for the right audience, repeated consistently.

• Stop fearing lost opportunities → a real strategy means saying no to most of the market

• Analyze your best clients → find who you bring the most results to, build case studies, find more like them

• Identify simple tactics → repeat the same messages to the same type of client, don’t reinvent every time

Key takeaway: Mark the 5 clients you delivered the best results for, and run all your acquisition next quarter at finding more like them.

Alright that’s it for this week!

Want help building your content strategy for 2026? Work with me on your LinkedIn strategy.

Option 1: Done for you - My team and I build your content motion (founder-led, team-led, or brand-led), publish your content, and generate warm leads for your business on LinkedIn → more information here

Option 2: Done with you - Install my entire content-to-revenue system yourself with my flagship program. 7 modules, plug-and-play templates, weekly Q&A calls, and a community of B2B founders building their content engine → more information here

This question will shape your content strategy in 2026.

(It impacts your formats, workflows, and budget)

“What content motion will you focus on?”

So in this edition I will explain:

The 4 Content Motions for 2026 (and which one you should choose)

I’m also sharing examples for each motion.

What is a “content motion”?

A content motion is the organizational model that determines who creates your content, how it gets produced, and how it reaches your audience.

You have 4 choices:

1. Founder-led: Your founder publishes all the content and sends traffic to the offers.

2. Team-led: Your team (minimum 5 people) publishes content across channels for a network effect.

3. Brand-led: You use your company pages to communicate as a brand.

4. Community-led: You let your community of users publish content for you.

Now you might think “it’s just content,” but each motion requires different formats, they require different planning & budgets, and they each have specific bottlenecks.

→ What content motion are you choosing for 2026? Let’s dive in!

1. Founder-led Content

The big idea: The founder IS the brand, so their credibility, perspective, and voice are central.

Choose this motion if:

• If you are a solopreneur, it will always be easier to go founder-led instead of brand-led because people trust faces more than logos.

• You are able to get insights from the founder (during interviews or videos) and publish in their name across channels.

An example of founder-led content in 2026 is Harpoon:

With my agency, we helped Harpoon create founder-led content.

→ Read the full case study here

2. Team-led Content

The big idea: Instead of one voice, you build a network of credible voices inside the company.

Choose this motion if:

• You have in house experts that have a lot of insights to share, and you are able to provide the platform for them to do so.

• You are ready to invest in a content factory (AI + content strategist + designer) to help the team turn the insights into content.

An example of brand-led content in 2026 is Lemlist:

With my agency, we helped Lemlist create content as a team with visuals.

→ Read the full case study here

3. Brand-led Content

The big idea: The company itself publishes content building brand awareness, trust, and authority independent of any individual employee.

Choose this motion if:

• You are ready to invest in a long-term strategy because it takes more time to get traction with company pages.

• You can commit to producing creative formats (as it’s harder to get engagement with company pages).

An example of brand-led content in 2026 is Semrush:

With my agency, we helped Semrush publish creative formats on LinkedIn.

→ Read the full case study here

4. Community-led Content

The big idea: Your users love your product so much that they create and share content about it.

Choose this motion if:

• Actually, you don’t really “choose” it. The only way to achieve community-led content is to create a product so good that people naturally want to create content about it.

The best example of community-led content in 2026 is Claude:

For example, here the channel Ben AI published YouTube videos about Claude. It’s community-led content for Anthropic as one of the user freely publishes content about it.

5. How to stack the motions

Now, of course, you can stack different motions.

1. Founder-led + team-led = focus on thought leadership.

2. Founder-led + brand-led = focus on authority building.

3. Brand-led + community-led = focus on brand influence.

4. Team-led + community-led = focus on network effects.

Here is a visualization of the 4 focus areas:

Usually, an early-stage B2B business will start with founder-led content, then add brand content, and then team content. It’s the most natural order:

So before you plan your 2026 content calendar, choose your motion. Everything else (formats, hires, budget, planning) sits on top of this one decision.

Pick the wrong one and you’ll spend the year producing content that might not compound.

That’s it for this edition.

Want help building your content motion for 2026? Work with me on your LinkedIn strategy.

Option 1: Done for you - My team and I build your content motion (founder-led, team-led, or brand-led), publish your content, and generate warm leads for your business on LinkedIn → more information here

Option 2: Done with you - Install my entire content-to-revenue system yourself with my flagship program. 7 modules, plug-and-play templates, weekly Q&A calls, and a community of B2B founders building their content engine → more information here

How to Build a Podcast-First Content Strategy [Full Guide] in partnership with Riverside

I’ve decided to partner with Riverside on this playbook as it’s the best tool I’ve been using as a podcast guest. It’s also now a great tool to record, edit, and repurpose with AI.

In this guide, I’ll explain 3 key parts of the podcast-first strategy:

1. Podcast-first content strategy for demand generation

2. How to build and run your podcast as a content program

3. The repurposing workflow to start your content flywheel

👋 Want to start your podcast-first strategy? Try it free for a month, sign up with my link and use code PIERRE: https://creators.riverside.com/PierreHerubel

Let’s dive into it!

1. Podcast-first content strategy for demand generation

The 95% vs 5% rule dictates your marketing strategy

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.

• Passive buyers (the 95%) are not ready to buy right now.

• You need to create content for this audience, not salesy emails.

A podcast can be the foundation of your content ecosystem

A podcast can be central to your content ecosystem for 2 reasons.

• First, you can host a powerful content program with recurring shows, industry guests, and authority-building through video.

• Second, you can use the podcast to feed all your other content formats (short videos, newsletters, case studies, reports…)

A Podcast solves a big bottleneck: your founder’s time

Let’s face it, most founders have valuable insights to share but are too busy to write content consistently, which creates a bottleneck in the entire content creation process. A podcast-first strategy solves this by letting the founder speak instead of write, while the repurposing system handles everything else.

2. How to build and run your podcast as a content program

The 3 Podcast Formats That Generate Demand

In this part, I’m giving you 3 formats of podcasts that can work well for your demand generation and also start a content repurposing flywheel. You can mix those 3 formats to get all the benefits.

Format 1: The Expert Interview Show

You bring in industry guests, practitioners, and thought leaders your target audience already respects. Each episode borrows credibility from the guest so you can expose your brand to their audience.

Example 1: Lenny’s podcast invites top experts in the product niche

Format 2: The Solo Thought Leadership Show

Your founder or internal experts speak directly, sharing frameworks, opinions, and market insights. It’s best to cover specific questions or topics for your audience and to position your execs as go-to-experts.

Example 2: I run a “solo thought leadership” show about content

Format 3: The Customer and Case Study Show

You invite customers, partners, or practitioners to share real results and behind-the-scenes stories. It’s a great way to generate demand at the bottom of the funnel and increase your audience trust.

Example 3: Daniel Fazio often hosts customer case study podcasts

The 6 rules to create and run a podcast that perform

In this part, I’m giving you the keys to create a podcast your audience actually listen to. To be clear, the entire strategy must start from a strong content program, otherwise the rest of the ecosystem won’t work.

Here are the 6 rules in details:

Rule 1: Define a Clear Positioning: Your show needs to own a clear topic in the mind of your target buyer. It should not be “marketing” or “business,” but something specific enough that the right person immediately thinks “this is for me.”

Rule 2: Install a reliable Setup: You do not need a studio but you need a reliable recording platform, a decent microphone, and a production workflow that runs without the founder managing every step.

I use Riverside's built-in editor

It is simple to use and offers multiple ways to edit: text-based editing right in the transcript, a timeline for more flexibility, or chat-based editing by chatting directly with your built-in AI agent.

→ Try it here: https://creators.riverside.com/PierreHerubel

Rule 3: Guests: Prioritise guests who are respected in your target buyer’s world, and make the onboarding process so frictionless that the best ones never have a reason to decline.

Rule 4: Content Structure: Define a repeatable episode format (with an intro, core segments, key question, closing CTA) so production gets faster every week and listeners always know what to expect.

Rule 5: Cadence: Commit to a publishing frequency you can sustain for 12 months, not just 3. One episode per week done consistently will always outperform three episodes one week and silence the next.

Rule 6: Analytics: Track which episodes get the most listens, which guests drive the most engagement, and which topics your audience returns for. Then let that data shape your next 10 episodes.

3. The repurposing workflow to start your content flywheel

In this part, I’m giving you the exact playbook to turn your podcast into other content formats through repurposing.

👋 Try Riverside free for a month. Sign up with my link and use code PIERRE: https://creators.riverside.com/PierreHerubel

How to start the content repurposing flywheel

The content repurposing flywheel needs to start from net new content, aka your podcast episodes. Then, you are able to distribute and repurpose. Here’s how it works in 3 steps:

1. Record in 4K your podcast audio and video using Riverside and edit the episode directly inside the tool (you don’t need to export to a separate editing platform)

2. Distribute the full episode across audio and video platforms: use Riverside's hosting to distribute your podcast to different podcast directories like Spotify, Apple, YouTube, and more, so people can find it and listen.

3. Repurpose the episode using Riverside’s AI to turn your episode into clips, blog posts, social posts, and more. Use Figma to turn the key insights into infographics and carousels.

How to actually implement repurposing with 3 workflows

Workflow 1: From podcast to LinkedIn infographics

Record in 4K your podcast audio and video using Riverside and edit the episode directly inside the tool. Ask Co-Creator, your built-in AI agent in Riverside, to identify key insights and create a content brief (it already has your transcript, so it works directly from your content). Use Figma to design the infographics and carousels, then publish them on LinkedIn.

Workflow 2: From video podcast to YouTube clips

Record in 4K your podcast audio and video using Riverside and edit the episode directly inside the tool. Let Riverside's AI choose the best highlights automatically and use text-based editing if needed. Distribute the clips on YouTube, cross-post on Instagram and TikTok, and send the traffic back to your landing page.

Workflow 3: From video podcast to Substack Newsletter

Record in 4K your podcast audio and video using Riverside and edit the episode directly inside the tool. Ask Co-Creator, your built-in AI agent in Riverside, to identify key insights and create a content brief (it already has your transcript, so it works directly from your content). Use Substack’s 4 formats: newsletter, notes, video, and podcast to distribute your podcast insights.

Conclusion:

That’s a wrap on the podcast-first content strategy playbook.

The core idea is simple: most B2B brands struggle with content because they rely on their founder to write. A podcast-first strategy removes that dependency entirely.

The founder speaks once, and a system turns that single recording into a full content calendar (shorts, newsletters, infographics, LinkedIn posts, YouTube clips).

You now have everything you need to start:

• The foundation to understand why podcasting works for demand generation

• The 3 podcast formats to choose from based on your goals

• The 6 rules to build a show your audience actually listens to

• The 3 repurposing workflows to turn every episode into a content flywheel

• And the best tool in the market, Riverside

The brands that will win the attention game in the next 3 years are not the ones that post the most. They are the ones that build a system that compounds, where one piece of content feeds 15 others.

👋 Ready to start your podcast strategy? Get started with one free month, just sign up using my link and apply code PIERRE: https://creators.riverside.com/PierreHerubel

I’m going to be honest:

A lot of founders are wasting their time right now.

I’ve talked to 30+ founders lately, and they all do this:

They’re spending time building complex systems while they skip the basics.

So this edition will remind you of the 5 basics you absolutely need to do.

Context: Most B2B businesses waste their time building complex systems while they skip the basics

Basic 1: Continuously talking to 1 client avatar with 1 core message

This is the most foundational principle in business: you are solving a problem for a type of client. They give you money to fix this problem. Given this principle, it’s very obvious that you need to TALK TO THEM.

Here are the 5 types of conversations you need to have all the time:

• Talking to your audience for genuine conversations (not only outreach)

• Engaging (usually on social media) with potential prospects

• Helping your prospects in 1:1 conversations

• Talking to your existing customers

• Getting feedback from prospects who didn’t choose you

Basic 2: Consistency in the marketing approach

Here’s a scenario I see ALL THE TIME: a B2B founder launches a marketing tactic (let’s say LinkedIn posts) and gets decent results within 3 months. Then, they literally stop out of the blue (usually because they got enough leads, were too busy, or simply lacked discipline).

Here’s what the inconsistent marketing approach looks like:

Now, here’s how to fix it:

The marketing actions you run now will yield results in 1-2 months. So you need to keep running them, even when it gets hard. Also, stacking marketing tactics amplifies their combined impact.

👋 Learn to get leads with content in my course.

• I'll teach you how to replicate my content distribution system;

• You’ll be able to publish consistently and generate leads.

Basic 3: Creating new case studies constantly

This has to be the most obvious one: a B2B founder generates decent results for a client. Then, they want to add new clients so they publish content or send emails. But they don’t rely on their existing client results to prove their stuff works.

I wrote this Substack note that captures the situation well:

Case studies are crucial because they answer 2 MAJOR OBJECTIONS that every prospect has:

1. Can I trust them?

2. Does it work for me?

Case studies are your launchpad to acquire your next clients:

Basic 4: Fixing the ACTUAL bottlenecks of the marketing system

I love this quote from an interview with Elon Musk on the tarmac of a SpaceX rocket:

The most common error of a smart engineer is to optimize something that shouldn't exist.

I see this a lot with early-stage B2B businesses. They add unnecessary elements to the marketing system and then spend their time sustaining and optimizing them. This is the biggest waste of time.

Instead, they should spend time fixing the real bottlenecks:

• Do we have enough traffic to our offer page? Score 0 - 10

• Do we convert warm and cold traffic into leads? Score 0 - 10

• Do we convert those leads into paying clients? Score 0 - 10

• Do we retain those clients and upsell them to higher packages? Score 0 - 10

Basic 5: Speed of execution and density of actions, NOT variety of actions

In order to make your marketing work, you don't need to do a wide variety of marketing actions. You need to repeat the basics over and over until you reach your objectives.

Here's a short visual story to make the point:

👋 Learn to get leads with content in my course.

• I’ll teach you how to replicate my content distribution system;

• You’ll be able to publish consistently and generate leads.