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I’ve spoken with 100+ b2b founders. Many of them are scratching their heads.

Why?

Because the marketing and sales channels that used to work aren’t pumping out new clients like they used to.

“People aren’t answering our outreach messages.”

“Our CTR went down 50% over the last 6 months.”

“Engagement used to be through the roof and now it’s not resonating.”

The problem I see is that B2B founders aren’t leveraging their brand to create micro-moments that lead to sales.

They’re still thinking in categories of:

SEO-like content → clicks → sales

What they need to be understanding and leveraging is much more complex - getting people in their target market to like, know, and trust them.

Take this for example:

• A b2b founder becomes the #1 voice for web design for SaaS companies.

• They write a LinkedIn post about the top 7 trends in web design for SaaS companies in 2024.

• It gets shared in a Slack channel for executives at a startup.

• The CEO asks who wrote that post and they immediately connect with the b2b founder.

• Over a period of 3 months, the SaaS CEO follows the web design content.

• When it’s time to build a website, they book a call.

This is the world of micro-moments in dark social: the sharing of content through private channels such as email, messaging apps, and private social media groups, making it difficult to track and analyze.

This is where content marketing is headed over the next 5 years.

How can you leverage your content to generate thousands of micro-moments that turn your marketing funnel into a lead-generation machine?

Here are 5 ways:

1. Start building personal brands ASAP.

Personal brands build trust and establish authority, making people more likely to listen to your message.

A strong personal brand increases your visibility and reach, connecting you with more potential leads.

Building a personal brand ensures consistency in your messaging, fostering loyalty and long-term engagement.

2. Create content that is insight-focused.

Insight-focused content provides value and relevance, attracting and retaining your audience's attention.

Sharing unique insights differentiates you from competitors and positions you as an expert in your field.

Insightful content is more likely to be shared, increasing your content's reach and generating more micro-moments.

3. Write for 1 specific person with a specific problem.

Writing for a specific person with a specific problem ensures your content is highly targeted and resonates deeply.

This creates a personal connection with your audience, making them feel understood and valued.

When you address specific problems, your solutions are seen as more effective and actionable, driving engagement and conversions.

4. Focus on why > how.

Focusing on the 'why' highlights the purpose and motivation behind your content, making it more compelling.

The 'why' connects with your audience on an emotional level, building a deeper relationship and trust.

Understanding the 'why' ensures your content has a lasting impact, encouraging ongoing engagement and loyalty.

5. Insert your product/service as the solution.

Presenting your product or service as the solution makes it directly relevant to your audience's needs.

This approach shows practical application, helping your audience see how your offering solves their specific problems.

Demonstrating your product/service as the solution builds trust and increases the likelihood of conversions.

Transform your marketing strategy by leveraging micro-moments to turn every interaction into a lead-generating opportunity.

Over time, you’ll build trust and become the #1 voice in your niche.

Start today by building a strong personal brand and creating insight-focused content that speaks directly to your audience's needs.

Ready to supercharge your content marketing?

Reply to this email to get started.

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