Nicolas Cole argues B2B content shouldn't chase virality. Instead, build pieces for a tiny, specific audience of decision-makers. Send one well-crafted asset to a CEO during a pitch. If it moves that one person, the content won.
Cool Pro tip with B2B is what's cool on the content side is virality doesn't matter. The whole point of creating content with B2B is actually sending the content directly to the person. It's not actually the public distribution. Something to think about too is as you build your own content engine, what's for the consumer side and then what's something you could create where it's like the audience for that is small. It's probably not ever going to go viral. But when I have a follow up with some CEO or executive that I'm pitching, I can send them this piece of content and be like, hey, see, I was just explaining how this works. This is how you solve this problem. This is why we should work together. And all of a sudden the ROI on the content is very different because all you need is one person to go, you know what, the way you explained that was really helpful. Let's hop on another call, let's work something out so you don't need virality.
What Every Writer Gets Wrong About Their Audience #writing #creator #writingtips
