Florian Decludt

Demand Generation Manager @ Clutch

Growth Marketer

Build Your B2B Content Strategy with my Course

In 2022, I bootstrapped an agency to $1M in 14 months, and sold it in 2023. During this time, I went from 'growth marketer' to 'content marketer' for 1 simple reason: 

B2B buyers educate themselves with content before buying.

- They prefer to discover you with a LinkedIn post
- Then watch a 10-min youtube explaining your POV
- Or reading a newsletter about an in-depth case study

That's how they buy, and you need to adapt.

So you need to create content but the goal is not to become a pop star.

You don't want to follow this weird model where you publish 'engaging stories' and then 'funnel down' people to middle of funnel content.

What you want is to position yourself and your business as an industry authority.

That's why I created the authority-first framework.

To help B2B businesses create content that attract buyers.

- Check out our website here: contentpath.co
- Or you can DM me directly to start working together.

Pierre Herubel

Many founders confuse marketing strategy with tactics:

- They think "running ads" is a strategy;
- They think "posting daily" is a strategy;
- They think "doing webinars" is a strategy.

Because of this confusion, they don't have a high level plan.

- Who are we helping;
- For what problem;
- How we solve it differently;
- And what do we say.

As a result, they lack focus and direction.

- "Let's try this new channel!"
- "I read about a new automation hack!"
- "We don't want to miss this opportunity"

And it puts the business into a reactive posture:

No clear direction → Something external happens → We react to it → We try a new tactic → Intensify the lack of direction

To get out of this reactive marketing loop, you need to:

Distinguish strategy from tactics.

1. Strategy comes first: It's the high-level plan that guides how to achieve revenue goals.

2. Tactics come second: It's the specific actions and methods used to execute the strategy.

And don't forget the feedback loop between them.

Tactics' results always inform the strategic decisions.

Follow me Pierre Herubel for daily marketing tips.

I help B2B businesses get clients with content

CEO: "Our website doesn't convert, it must be the copy"
Me: "It could come from those 4 problems:"

1. Indeed, it could be a copywriting issue.

2. But it might be because of an unclear messaging;

3. Maybe, your value proposition (or offer) is not appealing;

4. Or, your target audience is not properly defined.

Now to be honest, it's rarely only a copywriting issue.

The problem is often rooted into a deeper marketing layer.

Because here's the truth:

Copywriting can't fix a broken marketing strategy.

- Fixing the headline won't make your offer "irresistible";
- Changing the ads won't create buying intent instantly;
- Posting content won't create a market problem.

CEO: "So what should I do for my website conversions? We need leads NOW!" 
Me: "Take a deep breath, and get back to the basics:"

1. What is the market problem you're fixing?
2. Who is your ideal customer within this market?
3. How do you fix THEIR problem exactly?
4. What offer can you propose them?
5. What is your desired market positioning?
6. What is your unique selling proposition?
7. How do you show this offer with key messages?

Answer those 7 questions, then update the website's copy.

Follow me Pierre Herubel for daily marketing tips.

I help B2B Businesses get clients with content

Founder: "What should we include in our messaging?"

Me: "First, you need to answer those 5 questions:"

1. What does my Unaware audience need to notice first?

2. What symptoms help them realize the real problem?

3. What proof helps them trust the solution category?

4. What makes my method obviously better than the alternatives?

5. What gives the Most Aware audience a reason to act NOW?

Most companies only focus on the last question.

They're only speaking to the "most aware".

- Always pushing “you should buy now”
- Always sharing promos, discounts, CTAs
- Always posting technical product guides

And then they wonder:

“Why aren’t more people converting?”

Because 99% of your audience is NOT Most Aware.

The brands that win do the opposite:

- They educate before they sell.
- They cover the 5 stages of awareness.
- They build belief before they ask for action.

Now here's the truth:

You can't control who's in what stage.

But you can vary your content mix to cover the whole spectrum.

Follow me, Pierre Herubel, for daily marketing tips.

“Marketing is easy, you just need to find leads.”

Sure, but you also need to build an entire marketing machine:

1. Define a clear, relevant strategy that actually matches your market.

2. Choose the right tactics and deploy them at the right time.

3. Show up every day with consistent actions, even when results are slow.

Here's the truth:

Commenting on a tech product feels difficult. 

But commenting on marketing feels simple.

- "We don't need this strategy, let's skip to leadgen"
- "I think we should go viral on socials, not do webinars"

And the reason is simple:

The real work behind growth is invisible.

- It's the quiet strategic thinking and research.
- It's the robust systems behind the scenes.
- It's the daily discipline on boring tasks.

It’s about building a real marketing machine.

And the machine is 99% invisible.

So I designed this "Marketing Machine" infographic to show what happens behind the scenes.

- Weeks spent refining positioning until it finally clicks.
- Months testing messages no one will ever see.
- Designing campaigns, funnels, and content plans.
- Publishing content consistently, even when results are slow.
- Sending DMs or emails every day without skipping.

To every marketer doing the invisible work, keep going.

Follow me Pierre Herubel for daily marketing tips.

Most B2B businesses’ content plan looks like:

- “We're proud to receive this award!”
- Show our “brand values”
- Promote an ebook
- "Meet our new sales director!"

Here’s the harsh truth:

You won’t become the go-to expert of your industry with this kind of content.

Instead, you need to start thinking more like a media.

- Build a brand where people get info from
- Post content people save and reuse daily
- Help your audience with in-depth insights

Your audience needs to feel “They really understand my day-to-day and give me useful tips, I want to follow them”

That’s how you build top of mind awareness.

And guess who they’ll call when they need help?

I create over 40 pieces of content per week.

Here are my 7 repurposing tactics:

1. I use the 'extend' repurposing process (while everyone else is using the 'cut' process).

2. One winning insight becomes 1 carrousel, 1 infographic, 1 newsletter, 1 blog article, 1 video, 5 short videos, and then 5 posts again. (1 = 15 rule)

3. I created a library of visual assets.

4. I have predetermined outlines to repurpose faster (example: it takes me only 30 minutes to turn a carrousel into an infographic)

5. When I create a content plan for my clients, I plan the repurposing system before the content creation (this changes everything).

6. I built a feedback loop system relying on social listening, polls, and keywords analysis. So the ideation process is smooth.

7. I developed a 'master content' process that allows you to run a 3-month marketing campaign from 1 central piece of content.

👋 Learn to build your content repurposing system → Click on "visit my website" to learn more about my repurposing factory course

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Florian Decludt

Pierre Herubel

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The Battle

Florian Decludt

Pierre Herubel

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Pierre Herubel's LinkedIn Performance

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