In the 60 seconds it will take you to skim this intro, roughly 1,400 new posts will have hit LinkedIn feeds — that’s about 23 every second.¹
If you’re trying to stand out in B2B, the content treadmill just sped up again.
Many marketing teams respond by cranking out more: another webinar, a longer e‑book, one extra social cut‑down just in case. The result? A warehouse full of collateral and a sales team still starving for relevance.
Good news: you don’t need a bigger warehouse — you need a tighter strategy. Below are three simple fixes you can put in place today to start turning content into pipeline.
1. Start talking to your own people
The Symptom
Your organization is full of subject‑matter experts, but silos and sprint deadlines keep them out of the content loop. Marketing rehashes the same talking points over and over while brand‑new insights sit untapped in customer‑specific Slack threads and 1:1 conversations.
Why It Hurts
- A shallow POV sounds like everyone else; leaving your brand to blend in vs. differentiate.
- Inefficient and lengthened production cycles — because you’re researching what your teammates already know.
- Your audience can lose trust in your products or services if your “insights” sound generic and unoriginal.
Quick Fix
- Spin up a “Content Guild.” Invite one SME from product, customer success, and sales to a 30‑minute roundtable each month. Record it; those raw transcripts become instant fodder for blogs, social snippets, and media pitches.
- Create a living FAQ. Pull common buyer questions from your communications and tech stack. Tag the SME best suited to answer. This becomes an always‑on idea bank.
- Reward participation. Spotlight internal contributors on LinkedIn (where 96 % of B2B marketers already distribute content²) to reinforce the behavior.
Case study: if we have one?
2. Define Sucess (Hint: It isn't Just Traffic)
The Symptom
“Let’s make the numbers go up!” Traffic and followers are easy to measure KPIs but not necessarily valuable. Teams celebrate an increase in pageviews while sales is still starving for qualified leads.
Why It Hurts
- Vanity metrics mask real performance gaps leaving true opportunity cost on the table.
- Budget is wasted optimizing for the wrong outcome.
Quick Fix: The KPI North-Star
- Pick one North‑Star business objective for the quarter. (e.g., 20 net‑new enterprise demos.)
- Map two leading indicators that predict the objective. For demos, that might be asset downloads and book‑a‑meeting clicks.
- Align every content piece to move one of those indicators – then stop creating what doesn’t.
Framework: Objective → Metric → Content Motion
Example: Drive 200 qualified demos → SQLs → 3‑part playbook series + retargeted micro‑webinar
3. Stop believing "Everyone" is your audience
The Symptom
The pitch deck says the solution is for companies “of any size, in any industry.” Because you tailor your campaigns to speak to everyone, no-one feels like their situation is being heard.
Why It Hurts
- Generic messaging leads to low conversion rates.
- Budget spreads thin across channels where your real buyers don’t live.
Quick Fix
- Bullseye Persona. Narrow “security leaders” to something like Series‑C startup CISOs prepping for FedRAMP.
- Trigger Moment. Identify the event that makes that persona care (e.g., “need compliance sign‑off before next funding round”).
- Content Matrix. Map their Questions across the Buying Stages (Problem → Consideration → Decision) and fill only those high‑value squares.
Proof Point: Ads targeted to a single persona can lift CTR by 2–3×.³
Pulling It Together: A 30‑Day Pilot
Overhauling your content strategy is no small feat, and may require some significant buy-in to move the needle. Start small with an intentional pilot sprint to work out the kinks before rolling the plan out broadly.
- Assemble a lean, cross‑functional trio. Invite trusted leads from marketing, sales & product who’ve partnered successfully before to speed decisions and balance viewpoints.
- Book four 45‑minute syncs. One per week to unblock, review metrics, and pivot quickly.
- Spin up a shared dashboard. A simple Looker or Airtable view of the one KPI plus its two leading indicators keeps everyone rowing in the same direction.
Day‑by‑Day Roadmap
- Days 1‑5 – Listen in‑house → Host the initial Content Guild roundtable. Capture and transcribe the call; highlight sound‑bites that map to the persona’s buying questions.
- Days 3‑6 – Name the KPI → In the same week, lock in the single number that matters (e.g., 20 qualified demos). Add two leading indicators — say, asset downloads and book‑a‑meeting clicks — to the dashboard.
- Days 5‑10 – Sharpen the persona → Draft or refresh the bullseye profile. Validate it with sales: “Would you pick up the phone for this person?” Condense the findings into a one‑page cheat sheet.
- Days 11‑20 – Create & Launch → Produce one SME‑sourced blog and a LinkedIn carousel tailored to the persona. Draft social copy for your employee advocates and provide them with one‑click sharing links to ensure lift without ad spend.
- Days 21‑24 – Amplify internally → Remind advocates to share. Reply to comments as the SME to boost reach. Clip high‑performing carousel frames into snackable posts.
- Days 25‑30 – Measure & iterate → Review the dashboard. What moved the leading indicators? Double‑down on the winning angle (e.g., spin the blog into an email nurture) and archive what didn’t resonate.
Sprint rule: No new content ideas are added mid‑sprint — channel all “what about X?” thoughts into a parking lot for the next round.
Need help getting started?
While there’s no shortage of content, there is a shortage of focus. Shift your strategy from “publish more” to “publish with purpose,” and you’ll start to see tangible business impact — without wasting cycles on content that misses the mark. Ready to get intentional? Book a 20‑minute content audit with Highwire, and let’s turn your existing expertise into measurable growth.
Citations:
- LinkedIn sees around 2 million posts, articles, and videos published daily (LinkedIn internal data via Cognism, Feb 2025). That’s ≈1,390 per minute / 23 per second.
- 96 % of B2B content marketers use LinkedIn to share content (Content Marketing Institute via Cognism, Feb 2025).
- LinkedIn generates 9 billion content impressions every week, showcasing the fierce competition for attention (Cognism, Feb 2025).