The demand to generate content and amplify it in B2B can be overwhelming. How do you make it seem like you’re everywhere when you can’t spend 24/7 making content and can’t spend every dime on paid social to promote it? We are going to uncover the ways you can repurpose your content quickly and easily. Better yet, potential customers will wonder how you manage to be everywhere — and how you always seem to know the problems they’re trying to solve. You’ll learn how to create a content generation machine that won’t burn you out, and the what/where/how of promoting it on LinkedIn and Facebook Ads to get the most out of everything you create. You’ll leave with a blueprint you can start following that very day to get a plan in place that turns hard content work into smart content marketing. Takeaways: How to create and repurpose content your target audience cares about, how to use tools to speed up the process, how to measure success, and how to run on paid social without breaking the bank.

1. KEYNOTE
Susan Wenograd
FOUNDER
SMARTSPARK
Better Content,
Meaningful Reach: How
to Grow Your B2B Efforts
WASHINGTON D.C. ~ JULY 6 - 7, 2023
DIGIMARCONWASHINGTONDC.COM | #DigiMarConWashingtonDC

2. How to become a content-making
powerhouse, even if it’s just you.
More Content, Less Work, &
Optimal Outcomes
SMART SPARK
Susan Wenograd

3. Hi, there. 20+ years of marketing
Brand & agency-side
Lots of B2C: Instacart, SEMrush,
Cadillac/GMC
Lots of B2B: Stitch Labs, Wynter, Marpipe
& Others
Lots of international speaking & training:
Pubcon, SMX, Social Media Marketing
World, brightonSEO & many others!

4. Ok, so who am
I talking to?
B2C?
B2B?
Goals?
Frustrations?

5. Stories You Tell Yourself
(That You Shouldn’t Believe)

6. Here’s what I hear a lot
about content creation.
Raise your hand if it
describes you. (I have
thought all of these, so don’t
be scared.)

7. “It seems like I would
need to spend all my
time making content
to win.”

8. Nope.
You’re more likely to win
with less content and more
repurposing!

9. “I put so much
pressure on making
the content amazing,
I wind up doing
nothing.”

10. Every piece of content is an
experiment.
Some will fail.
The faster they do, they
faster you’ll consistently
create better.

11. “I just feel like I’ll wind
up saying the same
things over and over.”

12. That’s ok.
They need to hear it over
and over to start associating
you with what you stand for.

13. “I don’t know what to
write about/talk
about/create.”

14. Create the right thing, first.

15. Before you worry
about distribution,
format, or any of
it, start with
defining your
sweet spot.
Brand POV
Market Trends
Buyers’ Problems

16. 1. An imperative opinion.
2. It’s based on how your
brand answers buyer
problems & market
trends.
3. It tells the market what
you stand for.
Brand POV

17. Brand POV
Market Trends
Buyers’ Problems
Right here is your sweet
spot.

18. Feel a little esoteric?
Let’s look at a real example

19. Industry:
B2B SaaS
Vertical:
Paid social ad
testing
• Market Trend: Diluted
targeting & tracking
• Buyer Problem: Brands feel
like they’re wasting money
• Brand POV: Ad creative
the thing every brand has
the most control over to
influence outcomes

20. Your long-form content hub

21. Content sweet spot
Long Form
Content Hub
Newslette
r Content
Memes or
Images
Social
Posts
One
Pager

22. Where to
(usually) start
making long-
form content.
• Blog Posts
• Video/Audio (ie, podcast)

23. Why these?
• Easily repeatable at a
realistic cadence
• Tons of opportunities to
repurpose content within it.

24. Focus on creating MVC:
Minimum Viable Content.
You need to learn what
users interact with and care
about.

25. Cadence:
Commit to what you know
you can produce. Don’t
over-commit and make
yourself miserable.

26. Stuck for ideas?
Customers + Sales are your
goldmine

27. Customer
Questions
• Why did you buy?
• What problem does our product
solve for you?
• What were you afraid of before
buying?
• What’s changed the most for
you?
• How would you describe what
we do to someone else in your
position?

28. Sales
Questions
• What are the problems you hear
about over and over?
• What’s the job title of the person
you usually talk to?
• Is there something you wish they
knew before they got on a call
with you?

29. Here’s a real
example of
output based
on these
exercises

30. This is where I start to see things go
off the rails.

31. “We ran traffic to it from LinkedIn
ads and nothing happened.”

32. Repurposing

33. 1: Decide on a
set of
repeatable
channels &
formats
• 1-2 channels maximum to
start with.
• Short-form formats you can
make from each long-form
piece.

34. 2: Zero in on
the juicy part
of your long-
form piece.
• The lesson you can
summarize succinctly.
• “A ha” takeaways.

35. 3: Re-craft
that point to fit
the preferred
format on your
channels
• Bonus points for zero-click
content on social.

36. 4: Do this for
every piece of
long-form
content
• This builds on itself, and
suddenly it looks like you’re
everywhere.

37. LinkedIn Email Newsletter
• Meme/Image
• Short form text = 3 posts
• Downloadable PDF/light lift
• Meme
• Short form text – newsletter
feature
• Downloadable PDF or link
to a light lift

38. Remember
this?

39. Newsletter Return on Ad Spend
Calculator
LinkedIn
Posts

40. Amplification

42. We were really
grown up
about it.

43. We thought it
looked great.

44. Aannnnd,
here’s what
actually
worked.

46. Your content is likely very
informative.
Ads can help you
understand how to re-frame
things if they didn’t work.

47. 1-30 Days
30 Days – 6 Months, 1 year, etc.
Demand Capture
Demand Generation

48. 1-30 Days
30 Days – 6 Months, 1 year, etc.
Product Features, Testimonials,
Case Studies
Benefits, Brand POV, Exploration of
Customer Challenges

49. Rule 1:
Do NOT expect all platforms
to behave the same.

50. Reaching solution-seekers in
broad markets.
Driving low-commitment
conversion types, like free
trials.
Can drive demos, but
frequently not ICP for
larger/enterprise needs.
Reaching solution-seekers
in niche cases.
Reaching ICP for higher-
dollar offerings, when
there are many SMB-type
competitors.
Driving high-commitment
conversions (ie:
subscription vs. free trials)
Good At… Not So Good At…

51. Reaching target
company sizes/types
and job roles within them
Driving opt-ins, and even
sometimes demos.
Driving high volume.
Low cost (relatively
speaking, we’ll discuss this
shortly)
Good At… Not So Good At…

52. Reaching users at scale.
Driving lower-commitment
opt-ins for a decent price.
Pinpointed targeting, niche
audience.
High-commitment things like
demos, webinar attendance,
etc.
Good At… Not So Good At…

53. Item Primary KPI Secondary KPI
Content amplification Engagement, reach,
interaction, cost
Email opt-in pushes Cost per desired customer
type opt-in
Proportion of desired
customer vs. not to
understand targeting
better
Email Sends Engagement & list health Sales/demos booked
Demo Requests/Sign-
Ups/Sales
Cost to acquire (= total
marketing
spend/conversion)
% of conversions who
were subscribers

54. Rule 2:
Do NOT measure your ads
on bottom-funnel metrics
constantly. (Please.)

55. Case Study Context
• B2B SaaS
• Produces strong content very regularly
• Shifted media budget allocation starting in November of last
year

58. Do you feel like a content
powerhouse yet?

59. You now have context and
direction on…blueprint for
creating meaty, pillar
content.

60. …a blueprint for creating
meaty, pillar content.

61. …ways to turn it into multiple
posts.

62. …how test the same thing
several ways.

63. …how to go deeper on a
concept if it’s working.

64. In a few months, you’ll be in love
with creating content and
amplifying it.

65. Susan@SmartSparkMarketing.com
Y'all are great.
Thank you!
SMART SPARK
LinkedIn: /in/SusanWenograd
The Podcast: That's Marketing, Baby!