Hey there,
Last week, I broke my own rule: no meeting Fridays.
It was 2pm, my brain was fried, and I'd already reheated my afternoon coffee. I was running on maybe five hours of sleep: new dad life.
But I had a call scheduled with another B2B content lead, and I didn't want to cancel.
We hopped on Zoom, both looking ready for the weekend, and we started trading notes on what's working, what's not. That's when we landed on a shared frustration:
We're building all these content programs, but the business doesn't fully understand why each one exists.
They see YouTube, a podcast, a blog, a newsletter, and just expect them all to "drive leads." But not every channel is built for that. And if you treat them all the same, you're going to end up frustrated and misaligned.
I've been messing around with this new framework. I'd love to know what you think. Here's how I've been thinking about it: every content program has a specific job.
And they generally fall into one of two buckets.
This is where it all starts, before the demo requests, before the pipeline. Your job here is to earn attention, build trust, and create a lasting impression with potential prospects.
Think: LinkedIn, YouTube Browse, Podcasts, and Newsletters.
These are discovery platforms: places where people go to learn, explore, and find new ideas.
You're not selling here. You're showing up with editorial and educational content that's actually worth their time. Industry news, expert interviews, and practical insights: whatever helps your audience do their job better.
The goal?
This is how you create a warm audience: people who know you, like you, and are more likely to consider you when it's time to buy.
Key metrics:
The best marketing content doesn't feel like marketing. It feels like an editorial product people want to consume every week.
Done right, this flywheel becomes your brand's foundation. It keeps you top of mind. It fills your owned channel with subscribers. And it creates the conditions for demand to be captured later on.
This is where your audience is actively looking for answers. They've got a problem to solve, a goal to hit, and they're on the hunt for information.
Think: YouTube Search, SEO-driven blogs, Offers, and product pages.
Your job here is to be discoverable in those moments and give them something that's both helpful and action-oriented. This content is designed to bring the right people to your site (buyers with real intent) and then move them toward a decision.
It's not about going viral. It's about showing up when it counts.
Key metrics
This is where the "content drives growth" narrative becomes real. A single well-positioned blog post or product walkthrough video can send high-intent traffic every week, drive leads, and feed your sales pipeline.
The goal isn't just traffic. It's traffic that turns into revenue.
The best teams build this second flywheel intentionally (and first). They understand search behavior. They know what problems prospects have. And they align their content to the sales process, not just the keyword volume.
Too often, companies treat all content like it should do the same thing. They expect reach content to drive conversions, and bottom-funnel content to get shared on social.
When that happens, you lose clarity. You burn resources. And you end up measuring everything incorrectly.
I'd start with a simple question: what is the job of this program?
Then build a measurement model that fits. Make it clear. Document it. Share it with your team and stakeholders.
Because when the two flywheels work together, it creates something powerful: you earn attention, build trust, and convert audiences, over and over again.
Let me know what you think about the framework. Still working to get it right.
Until next time ✌️
Kyle