Scroll LinkedIn for a few moments, and a tsunami of average content will flood your feed. How can time-poor marketers put a stop to this and create content that drives business results?
It’s time to bid farewell to the average and embrace the spectacular. Who better to help make this happen than Ann Handley the G.O.A.T of content marketing?
Hint: AI wasn’t the answer. In fact, it hardly got a mention.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond, with Ann Handley goes into much more detail.
Thanks to our podcast sponsor Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://i.mtr.cool/NEDXVZ
Why Is Most B2B Content Just Average?
We can all agree that no B2B content marketer sets out intentionally to create average LinkedIn content, but somewhere along the way, that’s where it ends up. What is the likely culprit?
- Lack of Clear Goals: Ann pointed out from recent research that 42% of B2B marketers rate their content strategy as only “moderately effective”. The cause? A lack of clear goals that often arises from shifting leadership priorities.
- Too Many Cooks in the Kitchen: Content loses uniqueness when too many people (who aren’t marketers) try to influence it.
"I have never thought I could do the job of the CFO, but often the CFO thinks they can do the job of the marketer." Ann Handley
The Power of Differentiation: Be You, Not Your Competitor
It’s easy to fall into the trap of emulating competitors, especially those with bigger follower numbers. But what happens? You start to look exactly like them, losing your unique identity.
- Avoid Competitor Creep: while competitor research is important, “accidentally morphing into them” is not. Instead, focus on what makes your brand, voice, and people unique. This is much harder than you think, so set aside time to do the work.
- Know Your Audience Deeply: look beyond demographics. Also, understand how your customers use your products, what brings them joy, and where their pain points lie. This deep understanding will give you endless ideas for content that truly resonates.
What Makes Content Spectacular?
Spectacular content makes people feel something, it’s not just about pushing information out there.
- Connect Emotionally: Ann says, “The most spectacular content makes people feel something about your brand.” Whether it’s joy, empathy, or simply feeling seen, creating an emotional connection is key.
- Consistency Matters: Great content is more than a single blog post or video, it’s about showing up with a consistent tone across all touchpoints, from your website to your social posts. People should be able to tell it’s you, even if your logo isn’t there.
Practical Tips to Level Up Your Content
If you’re ready to move from average to spectacular, here are some practical steps you can take:
- Audit Your Current Content: Do a content audit and ask yourself, “Is this truly us, or are we blending in with everyone else?”
- Experiment, Experiment, Experiment: As Michelle said, “One post that flops will not kill your brand.” Start small, try different styles or tones, and see what resonates with your audience.
- Zig When Others Zag: Don’t be afraid to be different. If the industry trend is to post all lowercase to appeal to Gen Z, ask yourself if that fits your brand voice. Be true to your style; on-trend is not always on-brand.
The Importance of Being Personable
“There’s a big difference between being personable and being personal.” It’s about showing enough of your authentic self, like Ann’s stories about her dog, Augie, without crossing into oversharing territory.
- For Individuals: It’s easier for thought leaders to be personable because they can share anecdotes and connect as humans. Brands can achieve this, too, but it takes effort to showcase the people behind the logo consistently.
- For Brands: Lift your employees. Michelle advises brands to replace stock images with real team photos, letting the audience see the humans behind the company. It’s about Page Advocacy, using your company page to celebrate your team and build authentic connections.
Moving into 2025: Quality Over Quantity
As we look ahead to 2025, it’s time to reduce the amount of “just OK” content and focus on quality.
- Less is More: Marketers are burning out trying to do it all. Instead of creating ten mediocre pieces a week, focus on producing fewer but truly spectacular pieces that engage and resonate.
- Forget the Hacks: There are no shortcuts to building genuine relationships with our customers through content.
- Narrow Your Focus: Are you spreading yourself too thin, trying to be an expert in too many places?
Final Thoughts: Let’s Get Spectacular!
Creating spectacular content isn’t about having a massive budget or using the latest AI tools. It’s about deeply knowing your audience, being true to your brand voice, and showing up consistently.
So, take a moment to review what you’re creating. Are you ready to say goodbye to average and hello to spectacular? Let’s make 2025 the year where our content stands out, brings value, and connects deeply with those we aim to serve.
Cheers
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Michelle J Raymond is the Founder of B2B Growth Co and has made her mark as the world’s leading authority on LinkedIn Company Pages, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing or social selling techniques.
With 20+ years’ experience in B2B sales, and almost a decade of social selling on LinkedIn, Michelle stands out for her significant LinkedIn contributions as the co-author of two globally acclaimed books: “Business Gold,” the first book exclusively dedicated to LinkedIn Company Pages, and “The LinkedIn Branding Book,” and her insightful podcast Social Media for B2B Growth. Follow her YouTube channel @MichelleJRaymond for helpful how to’s.
