Welcome Read: I think we could start at demand creation. Like we talked about before, only around five percent of the market is actually searching for a solution or product that can solve their problems. So the question becomes: how do you build relationships and actually talk to the other ninety-five percent of the market that isn’t in that position? Maybe they’re problem-unaware or problem-aware. You can meet them where they are, rather than just trying to actively push your product and say, “hey, you need to buy this” — starting instead with empathizing with their problems. Once you’ve done that, and once you’ve positioned a solution, then you actually show them your product. Taking them all the way through problem-aware, solution-aware, product-aware is a really powerful thing you can do to build the relationship with that 95% of the market — the large majority of the market. That’s really where the majority of the opportunity is, in my opinion.
Every business is different, but one really powerful tool you can use is this educational content flywheel. If it makes sense for you and your business to be positioned as a thought leader — maybe think about whether there are industry events in your area, that’s a pretty good sign that you could get on stage and have a value-first conversation with people in your industry. If that’s the case, I think this really works for you. Short-form content runs the world right now, especially for B2C. But if you’re talking B2B, and you’re talking about more complex problems and more complex solutions that actually take education, then what you want to do is lean into long-form content and repurpose that content across different platforms. What this allows you to do is not spin your wheels trying to come up with a new educational short-form clip every day — instead, you put all your time, attention, and focus into creating one really good piece of value-first pillar content. You put all the stats into that, you build the slides out, you put the animations into the core video, edit it really well. What that allows you to do is not only have this valuable content to share with your industry, your market, and your email database, but — bonus points — if you can put an offer within this content, every time you run a live webinar, create a YouTube video, or run a podcast, you can drive people into an offer that gets them engaged with your sales process.
Once you have this pillar content, you can cut it up and repurpose it — especially with AI, it makes it so easy to do this. You can cut it into social clips and post it everywhere: Facebook, Instagram, LinkedIn, TikTok, YouTube, wherever you can get your hands on. You can also take the transcript and repurpose it into email newsletters, blog posts, lead magnets — there are so many different options. It really allows you to power your entire content engine, the way you create demand, just by dedicating some time and energy into these value-first, long-form pieces of video content.