Most content fails because its intention is selfish: to convert a user. A successful strategy treats the content itself as the final product, designed solely to provide value and build a relationship. This consumer-centric approach, which avoids treating content as a top-of-funnel tactic, is what builds long-term trust and a loyal audience.

Transcend being a vendor by operating in the "outer circle" of value. This means identifying a client's broader challenges and connecting them with relevant experts from your network, even if it's unrelated to your product. This builds deep trust and makes you an indispensable partner.

To build trust, your value-add content ('jabs') should be genuinely selfless, even teaching people how to solve their own problems for free. This builds the 'karma' and audience relationship required for your sales asks ('right hooks') to be effective. A constant stream of sales content will be ignored.

Effective B2B content marketing involves giving away valuable secrets, not just pitching services. Instead of saying "hire me," create content that teaches potential clients how to fix common problems themselves. This demonstrates true expertise, builds trust, and makes them more likely to hire you for complex issues.

Instead of immediately pitching your product, act as a consultant and help clients maximize value from their existing tools. This selfless approach builds deep trust, positioning you as a true partner and ensuring they come to you for future purchases.

To attract customers, Kat Getzey created content on adjacent topics, like the neurochemistry of doom-scrolling, before ever mentioning her phone. By acting in service to the community without an immediate ask, she built goodwill and aggregated the ideal audience before introducing her product.

Instead of directly pitching your product, build genuine conviction by creating content that solves the underlying problems your customers face. For life insurance, teach financial literacy to help prospects afford it, creating a natural path to the sale.

Overtly plugging your product triggers defensiveness. Instead, create high-value "edu-sales" content that subtly mentions your tool as one part of a solution, or even has no call-to-action at all. This builds trust and makes people actively seek out what you're selling.

If you struggle to feel your product directly serves a higher purpose, shift your focus. You can still create immense value and adopt a service mindset by solving your customers' adjacent problems—like making professional introductions or helping them find new employees.