I’ve driven $1.2M in deals for our B2B founders over the last 12 months.

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I’ve driven $1.2M in deals for our B2B founders over the last 12 months.

My secret? The Grow Solo Content Strategy.

It’s the same content system I use to scale my agency to $450k ARR in under a year.

Don’t get it twisted: You still need a social selling and outbound sales framework.

So if you haven’t checked out last week’s newsletter on Social Selling, you can do so here.

But back to today’s newsletter.

Most B2B founders see little ROI on the content they post on LinkedIn.

(And get 0 qualified leads as a result)

99% of Founders fall into 3 traps:

1. Outsourcing all their content to AI

2. Posting generic, boring company updates

3. Diving headfirst into complex topics

Here’s the problem with over-relying on AI:

Your audience can sniff it from a mile away.

It also damages your personal brand by making you appear impersonal.

This isn’t to say AI is pointless.

In fact, it’s brilliant for proofreading and editing your content.

(But garbage for ideation and quality writing)

Second, generic company updates don’t move the needle for conversion.

Here’s what does:

→ Content that dials into their pain points

→ Content that presents your service as the solution to their problems

Next, sounding complex and confusing to understand doesn’t make you a “thought leader”.

All it does is repel your buyers.

To truly connect with your ICPs, you need to apply empathy by using verbiage they’d use.

Think about it.

You never see a great teacher:

→ Dive into complex topics first without explaining in simple terms

→ Only raises a critical lesson once

→ Use the same boring lesson formats

→ Give zero encouragement to students.

Your content on LinkedIn is no different.

Gurus will tell you that you only need quality content to attract leads on LinkedIn.

It’s nonsense.

You need CONTENT CAPITAL to drive the necessary top-of-funnel awareness.

(Quantity + Quality)

It’s the BIGGEST reason why I’ve been able to scale Grow Solo to nearly $500k ARR in under a year:

By posting high-volume ICP-specific and quality content every single day, without fail on LinkedIn.

So enter the Grow Solo Content Strategy.

The Grow Solo Content Strategy is divided into 3 categories:

• Top-of-Funnel (Discovery)

• Middle-of-Funnel (Authority)

• Bottom-of-Funnel (Conversion)

Top-of-Funnel (Discovery) content is focused on attracting and engaging a broad audience of potential buyers.

(who may not already be familiar with your brand or service)

The goal here is to stimulate audience curiosity and get you discovered.

Discovery content often takes the form of educational and informative posts.

Founder Stories

Founder stories are narratives that highlight your experiences, challenges and successes that have got you to where you are in business today.

Here’s the catch: your Founder stories should be tied back to business goals.

Your burnout story likely has no bearing to your business.

So leave that in your drafts.

Instead, talk about how you started the business.

→ What made you pursue this path?

→ What are your values in business?

→ What gets you excited about your business?

Post Examples:

• “How being unfit and overweight led me to start a fitness firm dedicated to curing obesity”

• “How losing thousands of dollars in payment processing fees and being in debt led me to start a new payment app”

Building in Public Updates

Building in Public updates involve sharing the progress, challenges and insights of your business in real-time.

This includes behind-the-scenes glimpses of your work process or celebrating key milestones with your audience.

Post Examples:

• “10 Critical Lessons after scaling my startup from 0 to $10M ARR”

• “What we learnt after closing our $50M Series A Round”

Leadership and Personal Growth Stories

Leadership and Personal Growth stories are narratives that focus on your individual experiences, lessons and transformations.

Common narratives include overcoming adversity, empowering others and embarking on self-discovery.

Post Examples:

• “10 Habits I’ve kept since being a CEO”

• “How I went from being fired to the CEO of X Medical in 5 years”

Middle-of-Funnel (Authority) content ****is designed to engage and nurture prospects who’ve already shown interest in your brand or services.

At this stage, prospects are seeking information to evaluate their options and make informed decisions.

Content here should establish your brand as a trusted authority in your industry or niche by:

— providing valuable insights

— your unique expertise

— presenting your service as a trusted solution

Contrarian Takes/Opinions

Contrarian takes provoke thought, stimulate discussion and challenge conventional wisdom within your industry.

Contrarian takes are effective because they get your audience to shift their perspective.

Challenging your audience’s beliefs positions you as an expert.

Post Examples:

• “Why How-To content is rubbish at building authority: You need ‘How I’ content instead”

• “Why starving yourself isn’t the antidote to long-term weight loss”

Actionable Processes Posts

Actionable Processes posts are step-by-step breakdowns of a particular methodology or approach for solving industry-specific problems.

These posts offer in-depth explanations of the steps involved in solving specific problems.

They’re meant to be practical, actionable and applicable.

Post Examples:

• “Steal my 90 day DAS Content Strategy Playbook that’s helped us close $1.2M in sales”

• “The EAT framework that’s helped our clients rank #1 in SERP”

Bottom-of-Funnel (Conversion) content is focused on nudging leads to convert.

This type of content is highly targeted and tailored to address the needs and concerns of prospects.

The goal is to drive sales by highlighting the unique value proposition of your service.

Objection Handling Posts

These posts address any remaining concerns of objections that prospects may have before making a purchase decisions.

This content should alleviate any doubts and reservations by providing persuasive responses to common objections you get.

PRO TIP: Note down the objections you get in your sales call and factor these into your content.

Post Examples:

• “‘I’m worried a ghostwriter won’t capture my expertise’: Here’s how we ensure we capture your Tone of Voice in your content’”

• “SEO has low ROI: why our SEO services ensure you’ll rank on Page #1 in 12 months”

Case Studies (Client Results + Transformation)

This is a no-brainer.

Your case studies should include in-depth analyses of specific examples where you’ve driven results for your clients.

(And detail the transformation of your client from Point A to B)

Post Examples:

• “How we helped a SaaS Founder scale from 10 to 20 SQLs in 90 days”

• “How Josh went from fat and overweight to fit and strong with our Workout Program”

Now, building content capital takes work.

If you can confidently post quality content 5x a week and still generate SQLs…

then you’re on a good path.

But if you’re struggling to even think of what to write….

Or if your posts generate but crickets…

Then it’s time to acknowledge you need help.

Continuing to do what you’ve always done will only lead to disappointments.

Grow Solo’s DFY service helps you generate and convert demand into executive relationships that produce sales.

How?

By activating a Content Creation and Social Selling system.

We do so by:

— posting strategic content that positions you as an expert

— generating leads and bottom-line revenue through a sales system

If this sounds good, book a call in my featured section here.

Alternatively, if you aren’t quite ready for a DFY content service:

You can sign up to my exclusive 1:1 content coaching here.

I’ll walk you through my proven “Grow Solo Method”.

The same method that’s helped our 7 figure B2B clients grow their clients, explode their engagement and close $$$ thousands worth of deals in the DMs.

Until then,

Luke