How to Create a Content Strategy

Hey, welcome to Win in Public.

This is where I share what's working in content, personal branding, and building online for B2B founders and teams.

For practically my entire adult life, I've spent many (and I mean many) sleepless nights studying content, testing ideas, and figuring out what makes people pay attention.

That eventually led to even more sleepless nights figuring out how to turn that attention into real business outcomes.

Along the way I've noticed a pattern:

The people who win aren't always the best or most experienced.

It’s the ones who stay top of mind, all the time,
that seem to create the most opportunities for themselves.

Today, I'm breaking down how they do it and how you can too.

Let's get into it.

We have access to more opportunities than ever.

Which means the world is running out of attention.

Not only are there hundreds (if not thousands) of people who do what you do,
but your target audience is being harassed by them on a daily basis.

So, what makes you different?

Let me guess:
It’s because you have a better offer.

They hear that every day.

Or is it because you’re more qualified?

That’s what your competition said, too.

The problem is that everyone looks and sounds exactly the same.
(not literally, but you know what I mean)

People are becoming numb to the usual:
"Hey {name}, I saw you liked {this random person}’s post”

So how do you stand out?

You have to build trust.

And the best way to do that is to consistently show up.

The goal is to become so familiar that people feel like they’ve met you before.

That’s what content does.

Not just posting company updates or “we’re hiring” posts.
But real, outcome-focused content.

1/ Someone sees your post.
2/ They see another one the next day.
3/ They decide to read your newsletter.
4/ They see your name again a week later

By the time someone books a call,
they feel like they know you already.

The people you want to work with are immune to generic outreach.

They’ve seen the automated DMs,
and the empty promises.

So, if you want to win:

You have to show up with something worth paying attention to.

Alot of people never see the ROI of content.

Especially now that it's become so accessible.

Nowadays, anyone can open ChatGPT or Claude to create a LinkedIn post,
but creating content and creating outcomes are two different things.

The problem isn’t the content.

It's the strategy behind it.

AI can definitely help you write a post,
but it means nothing if that post doesn’t create an outcome.

The real value is in the strategy behind your content.

Having a specific objective for each post.
(or group of posts)

Whether that be to:

- build and nurture connections
- teach and address objections
- show proof and make money

Each one on their own might not seem like much,
but stacking them together over time compounds.

People start to see you, get to know you, and trust you.

And trust converts.

Now we’re at the fun part.

What type of content actually “works”?

It depends on who you’re trying to reach.

There are 5 groups of people that make up your audience.

1/ ICP
2/ Peers
3/ Potential Partners
4/ Future Talent
5/ Current Customers

Each group finds you valuable for different reasons.

Your ICP wants solutions.
Peers want perspective.
Partners want credibility.
Future talent wants vision.
Customers want reassurance.

So, they require different angles of who you are.
(and what you’re building)

Most content falls into these 3 categories.

This type of content gets the most attention and reach.

Mainly because it’s the easiest type of content to engage with.

People relate to:

- Unique Opinions
- Personal Stories
- Building in Public
- Lessons Learned

With that being said,

The goal is to build a human connection with your audience.

This is where you get to flex your skills.

People want to see that you know what you’re talking about,
and want to learn something along the way.

You can do that with:

- Frameworks
- Walkthroughs
- How to/How I’s
- Do’s and Don’ts

The key is to give specific solutions to specific problems.

This is where you separate yourself from the pack.

Everyone talks the talk,
but who actually walks it?

You have to prove that you can actually get results.

That’s where case studies and testimonials come in.

- [Client] got [good result] in [timeframe]
- How my client got [good result] by [action]
- How I helped [client] get [good result] with [action].

This type of content converts attention into results.

One thing to remember is closed mouths don’t get fed.

All the likes and comments in the world means nothing,
if you’re not showing proof and making an ask.

Sometimes that's all it takes for people to pull the trigger.

You’ve probably used one of these types of content at least once.
(whether it was an accident or on purpose)

But as I explained earlier,

Each section of your audience wants to see something different from you.

So too much of anything loses trust.

If you post personal stories everyday…you’ll get a lot of engagement,
but barely any of it will be from qualified buyers.

If you post breakdowns everyday…people see that you know your stuff,
but they don’t know if a human is even behind it.

If you post results everyday… they’ll see you can help them,
but would rather go with someone they can relate to more.

It’s about making them all work together.

Here’s the 5x a week posting cadence that I use:

Awareness Content: 2x a week
Educational Content: 2x a week
Proof Content: 1x a week

Here’s what that looks like in real-time:

Monday: How to/How I (E)
Tuesday: Personal Story (A)
Wednesday: 3, 5, 7 Steps to… (E)
Thursday: How my client… (P)
Friday: Building in Public (A)

After running this program for a few weeks,
you start to realize content isn’t so random after all.

The right strategy builds trust (at scale) with everyone you want in your circle.

By now, you’re probably wondering where to post for the best results.

I know I keep saying it, but it’s about your audience.

Where are they usually at?

I’ll make it easy for you,

If you’re in B2B, which you are:
(founders, agencies, startups, coaches/consultants, etc.)

LinkedIn is hands down the best place to start.

The decision makers are already there,
and conversations are already happening.

The mistake most people make is trying to expand too soon.

- You post on LinkedIn for 2 weeks
- Don’t get immediate results
- Assume it’s not working
- Jump to another platform

All you did was spread yourself thin.
(and added even more stress)

Rule of thumb: Start deep, then go wide.

It takes about 90 days to start fully seeing results.

First, you’ll get some traction,
a few leads here and there.

All of a sudden, opportunities start to appear.

Then it’s just a game of consistency.

As for the other platforms:

The next one I’d expand to is X (Twitter).

But only after you’ve milked LinkedIn for all it’s worth.
(which so happens to be billions, literally)

X gives you a chance to really get in the trenches.

Facebook and Instagram can work,
but require more volume to get the same level of qualified conversations.

If you're looking for the highest concentration of decision-makers,

LinkedIn is the holy grail.

As you can see, content isn’t a get-rich-quick scheme.

It’s an asset that compounds into an insane amount of authority.

It helps the right people find you,
and it puts you in the right place at the right time.

They say only 5% of people in the market are ready to buy.

That means the other 95% of the time,
you should be building trust.

That way when they ARE ready,
it’ll be a no-brainer to choose you.

If you only apply a few things from this newsletter, let it be:

- Content is no longer optional.
- Every post should have a specific purpose.
- Too much of one type of content is bad.
- Start deep, then go wide.
- Stay consistent long enough to see it compound.
- I use this system for myself, my clients, and now you can use it, too.

That’s all I’ve got for now.

See you soon.

When you’re ready, here’s three ways I can help you: