#241: The Best B2B Content Strategy to Generate Revenue (Be Helpful - Stage 2 of the 5 BEs Framework)

In this video, Kevin and I break down the Be Helpful phase of the 5Bs Go-To-Market framework, the second step in building a B2B demand generation engine that actually works.We cover:→ Why helpful content beats hype content every time and how it builds real trust with your dream customers→ The "nobody got fired for hiring IBM" problem and why buyers stick with the status quo→ How to extract content from subject matter experts without wasting their time→ Matching your content format to each stage of the funnel, from top to bottom→ Using the five stages of awareness framework to map content to where buyers actually areIf you are a B2B marketer or founder pumping out hype content instead of building trust, this episode is for you.Tune in and learn:→ Why demand generation is about solving real problems, not interrupting with hype→ How to run quick 15 to 20 minute expert interviews that give you gold mine insights→ The right content formats for top, mid, and bottom of the funnel→ How to map content to the five stages of awareness, from unaware to most aware→ Why content is your most scalable trust building asset, not just a traffic tool-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Timestamps:0:00 Intro and the Be Helpful framework0:45 Why helpful content beats hype content1:40 Nobody got fired for hiring IBM3:00 HubSpot as a trust-building example4:15 Extracting content from subject matter experts6:30 Matching content format to the funnel8:00 Repurposing webinars and pillar content9:30 The five stages of awareness framework12:30 Content as a trust-building tool14:00 Key takeaways and recapS08 E41 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth