Building Marketing Waiting Rooms™ - Join the community 🦄 | Content | Demand-Gen | Inbound

I practice the art of staying top of mind 🧠 This means I help brands clarify their message and bring it to life in unforgettable social content and ads.

Justyna Ciecierska-Göçeryan

When I was a marketing intern I’d drink beers with our sales director and write ad copy on the back of a napkin.


Those napkin scribbles outperformed 80% of the campaigns I agonised over with the marketing team.

I honestly got along better with sales than my marketing colleagues.

Their world just made more sense to me LOL.
The sales floor was my church.

I'd lurk in the hallways, eavesdropping on reps pacing back and forth with their headsets on, totally in their flow.

I got to hear bizarre customer objections they handled.
I got to observe them close a deal everyone else had pronounced dead.
I got to know our customers so much better thanks to them.

And I think it’s beautiful 🫠

No grand revelation today. 

Just this:
Go grab a drink with your sales team.

They'll make you a better marketer.

What's the best thing you've learnt from your sales colleagues?

Justyna Ciecierska, MSc

Founder @ Marketing Waiting Room - Messaging & creative strategy

I stopped dumping detailed buyer personas docs into ChatGPT. I replaced it with 3 sentences. Content gets DRAMATICALLY better.


When you vomit a 20-page document into AI, it doesn't magically cherry-pick the most important things.

It sees 47 different directions it could take, and it tries to lump it all together into one generic, illogical content sludge.

If you want AI to generate HYPER-RELEVANT content that attracts your IDEAL buyers, you need to strip your targeting down to its essence.

You only need three elements.
Three short sentences.
That's it.

1. DREAM OUTCOME: What are they trying to achieve?

2. PROBLEM: What's getting in their way while chasing that dream?

3. PSYCHOGRAPHICS AND BEHAVIOUR: How are they wired? What makes their situation unique?

So for example:

Imagine you are a business coach helping people get their first customers.

Here's your audience:

DREAM: "They want to start their own business or are in the early stages."

PROBLEM: "Terrified of losing stability and wasting lifetime savings."

PSYCHOGRAPHICS AND BEHAVIOUR: "Perfectionists. Not business-savvy. Overwhelmed. Overthinkers. They think they have to have a perfect product before selling."

Now here’s the thing:

Two people can have the same dream, and even the same problem.
But if one is business-savvy and the other is an overthinker paralysed by perfectionism, they will be interested in different content.

See the difference:

Overwhelmed perfectionist: "How do you know your offer is good enough before you start selling?"

Business-savvy doer: "Here’s the fastest way to sell your offer so you can find out if it's good enough."

See the nuance?

AI needs explicit, non-ambiguous guardrails to know exactly who it's writing for.

And yeah, I know, stripping everything down to its core is annoying, uncomfortable work.

But trust me - once you do it AI content gets waaaaay better and you stop prompt-wrestling.

This is literally what I do when I set up an AI Content Brain for my clients:
I turn their messy targeting and messaging into something AI can easily use.

Want me to do the same for you?

Go to: marketingwaitingroom.com and book your intro!

Founder @ Marketing Waiting Room - Messaging consultancy

How this truck salesman uses a BIZZARE playbook to hijack your brain in 120 seconds.


You might think this sh*t is chaotic, super random and silly.
But it’s actually well thought-out.
Masterclass in attention and memory encoding.
Let me explain

1/ CURIOSITY GAP
The video starts with a man telling a woman:
“Lean back. Don’t worry. I’ll catch you.”
You immediately want to see how this ends so you keep watching.

Attention? Check.

______

2/ SHOCK AND PATTERN INTERRUPT

→ He lets her fall.
You feel shock. Confusion. Surprise. This breaks your expectation. Your brain is now more receptive to the message that follows. 

→ That's when he delivers a life lesson: “Don't trust anybody.”
Your brain assigns him authority and credibility. Then he adds: "Except when buying trucks - trust me". That’s his bridge to the product.

(btw notice how he uses that gigantic comb for no good reason to keep your attention).

______

3/ SHOWMANSHIP + NOVELTY BIAS

The guy doesn’t list features.
He PERFORMS the features.

→ He measures the truck’s length by doing mid-air splits
→ He pretends to be a doctor while “diagnosing” engine power

You might think it’s silly but it’s actually genius for two reasons:
1) The weirdness keeps attention high
2) The showmanship bypasses sales resistance

When people realise they’re being sold to, they instinctively put up mental defences and stop processing the message.

By wrapping the pitch in weird, entertaining behaviour, he prevents your brain from labelling it as “advertising,” so those defences never activate

______

4. MEMORY HOOKS

While you’re entertained, he casually encodes the USPs in your brain:
→ Engine power
→ Cargo box size
→ Comfortable interior

He uses memory hooks to ensure you remember the most important things:
→ The brand name
→ The product and its USPs

Dude keeps saying:
“Jerry… Jerry… Jerry…”
Jerry is the company name.
He repeats it so often that it burns into memory.

And the weird acts (doctor, splits, comb) act as memory glue.
Your brain links:
Jerry → weird doctor → powerful engine
Jerry → splits → long cargo box
Jerry → comfort → funny guy

After watching the video, your memory is left with the most important keywords:

Jerry
Chinese
Great trucks

NOW CHECK THIS:
Next time you need a truck, your brain will remember these keywords, and you will Google the,m and you will find them.

The reason AI content sounds generic has nothing to do with AI.

It's you.

You're dumping 20 pages of audience research and 47 pages of transcripts into ChatGPT hoping it will do the hard work of figuring out whom you're actually talking to.

It won't. That's your job.

AI doesn't need all that information.

It needs clarity.

Three sentences.

If you can't explain your audience in three sentences, your problem is not generic content.

Your problem is targeting.

Clarity in, clarity out.

Want me to ruthlessly clarify your targeting and messaging and set up an AI content assistant that writes hyper-relevant content?

Go to marketingwaitingroom.com and book your intro.

The term “long-term marketing” is misleading. It suggests that results take years to appear, but that’s not true.


We praise direct response marketing for its quick and measurable results:

> Show an ad
> Customer clicks
> Customer takes action

But there’s another part of marketing that feels more ambiguous.

It’s often labelled as “long-term,” “brand awareness,” or “brand marketing.”

But not many people understand its mechanics.

A good way to think about it is indirect-response marketing.

(Or how I like to call it - Marketing Waiting Room™) 

It works differently.

The purpose is to build something deeper: memory structures in the buyer’s mind that can be retrieved when a buying trigger hits.

These memory structures are what drive people to come directly to you or make your direct-response marketing efforts perform better.

This type of marketing is often lumped into the “long-term” category, making it seem vague and uncertain in its ROI.

The real issue is that many marketers don’t fully grasp how to make it work.

It requires a different set of skills, thinking, and approach.

It’s about creating a resilient and valuable asset.

One that lasts beyond any specific channel or campaign and doesn’t show up neatly on a dashboard.

But that doesn’t mean it takes years to see results.

If someone is exposed to marketing your assets that build memory structures and then experiences a buying trigger just days later, that memory will activate, driving action.

Over time, this memory structure gets stronger, and these effects become even more visible.

I’ve built an AI content system that doesn’t just generate content, it follows your strategy. And OMG, it works ridiculously well!

If you’ve followed my work, you know I’m annoyingly picky about content.

I care about relevance, nuance, originality, and quality.

So I’m not interested in cranking out more AI slop.

For me, it’s all about using messaging, targeting, content strategy and internal expertise to create on-brand, original content across channels.

I pre-package and pre-chew it for AI.
I call it the “AI Content Brain” and it works like a charm!

Why?

Because I strip down the strategy to its essentials and structure it in a way that AI knows how to use it when creating content.

To be clear, it’s not something I whipped up quickly overnight.

I've been obsessing over this since 2022.

Testing, breaking, refining.
Figuring out exactly how to make AI finally *get it*.

I’ve been offering this as a productised service for a few months now, and I'm opening new slots today!

In 3 weeks, you get:

→ Your positioning, messaging, targeting, and content strategy defined and compressed into a clear doc AI can follow, no 20-page-long pdfs

→ Your internal expertise, product info, opinions, stories, and IP extracted and structured so it can be easily reused across content

→ A Content Brain that gives AI the exact context it needs to stay on strategy and stop hallucinating

→ AI content assistants that turn any raw input, ideas, notes, transcripts, conversations into on-brand, high-quality content across channels

All set up for you in a tool of your choice: Gemini, ChatGPT, Claude - you name it.

So if you want to scale your content creation without losing your soul and substance, I would LOVE to build this for you!

Head to marketingwaitingroom. com and book your intro.

The future of AI content creation is: 'interview me until something worth posting comes out.’

Let me explain:

I worked with 7 clients last year.

I helped them define their positioning, messaging and content strategy and built an AI content system that creates on-brand content across channels.

But there was something I didn't expect…

These people are incredibly smart.
Brilliant at what they do.

They'd tell me stories that made me go "Wait THAT'S a post."

And yet they kept struggling with content creation.

How’s that possible?!

They had the expertise. They had the stories.
So what was missing?

It became clear when they tried the "Interviewer" feature I built into their content system.

An AI assistant that:
- Understands their audience and strategy
- Asks targeted questions
- Pulls out stories, opinions, anecdotes
- Surfaces angles they didn't know they had

THEY LOVED THAT FEATURE THE MOST!

That’s when I realised they didn't have a content creation problem.
They had an insight extraction problem.

All they needed was buried deep in their minds.
And they couldn't access it on demand.

The Interviewer changed that.

They kept telling me that this made them think in a completely different way.

It sparked ideas they wouldn't have had otherwise.

Opened doors they didn't know were there.

THAT’S WHAT MAKES CONTENT INTERESTING!

That's when I understood what content operations should actually look like:

→ LAYER 1: Extract insights from experts through a natural conversation with an interviewer AI assistant 

→ LAYER 2: Process it through an “AI Content Brain” trained on positioning, messaging, and audience 

→ LAYER 3: Remix into different formats and channels.

The expert's job is to think and talk. 
AI’s job is to turn that into original, on-brand content assets.

So if you want your expert team to create content stop asking them to write LinkedIn posts.

Start building systems that pull the best of what they know and then let the “AI Content Brain” do the rest.

Would you like me to create such a system for you?
Book an intro via the link in my bio!

B2B marketing has a technical addiction


Growth hackers
GTM engineers
Frameworks
Automations
Ratios


We treat marketing like an engineering challenge.
And we don’t want to admit that it’s mostly a communication challenge.

I came across this quote lately:

“The truth isn’t the truth until people believe you, 
and they can’t believe you if they don’t know what you’re saying, 
and they can’t know what you’re saying if they don’t listen to you, 
and they won’t listen to you if you’re not interesting, 
and you won’t be interesting unless you say things imaginatively, originally, freshly.”

Bill Bernbach figured this out decades ago, but somehow we convinced ourselves that B2B marketing works differently.

We’re excused from clarifying our message and allergic to a little art.

Is it because we think our products speak for themselves?
Or is it because we don’t feel like doing the difficult work?
Or is it because martech has led us to believe that we don’t need clarity and creativity if we have a good tech stack?

I don’t know.

But I do know this: clarity and creativity in marketing aren’t optional.

They’re THE job.

POV: LinkedIn Ads perform at Got Talent...

I wish more B2B marketers and founders knew that…


1. Brand is your silent salesperson

2. Having no competitors is usually a bad sign

3. Signing up to a newsletter doesn’t mean someone is in "consideration stage"

4. Building brand awareness means building mental availability (buyer memory)

5. A marketer’s job is to make the brand easy to recall and easy to buy

6. You shouldn’t “scale marketing” before you’ve decided on positioning and messaging

7. Good advertising kills bad products

8. Creativity in marketing isn’t optional. It’s THE JOB

Couldn’t come up with 10. Help? 😅

My content workflow lately: I talk out loud to my “AI Content Brain” for 15 minutes on Monday mornings. Then it remixes my answers into endless posts.


That’s it.

Since I built my AI Content Brain in Claude, my content workflow got 

SO.
MUCH. 
EASIER.

And weirdly, way more fun.

Here's what I do now:

STEP 1: I start with the "interviewer mode"

Claude asks me questions as if it were my ideal buyer.
I just answer out loud (I use WisprFlow)
Casually. No writing. No pressure.
You would not believe what comes out of your brain when you're not trying to "write."


STEP 2: Claude remixes my answers into endless content pieces

It doesn't just summarise. 
No, no.
It does something more sophisticated.

It filters my rambling through my specific Targeting, Messaging & Positioning rules.

This means it knows what I sell, my unique PoV and what my target audience is interested in.

The Result:
→ 15 minutes of talking = 5-10 high-quality LinkedIn posts.
→ It’s not "AI-generated." It’s "AI-extracted."
→ The thoughts are 100% mine. The typing is 0%.

So here’s my advice to you:

Stop trying to create content from scratch.
Start having conversations and let AI do the remixing.

Want me to build your AI Content Brain for you?

Go to: marketingwaitingroom (dot) com and book your intro.

How to deal with messaging and content in an emerging vs. a mature market
TLDR: 

- Emerging market: your goal is to make your brand name = category. Which means your messaging and content should be category-focused. Not differentiation-focused

- Mature market: your goal is to communicate why your solution is better than the default. Which means your messaging and content should be differentiation-focused. Not category-focused.


EMERGING MARKETS:

Context:

→ Few competitors and no clear category leader yet
→ The real race isn’t differentiation. It’s becoming the obvious choice for the category
→ Low and uneven buyer awareness: many don’t know the category exists or don’t understand it
→ Buyers feel the problem but lack the language to describe it 


Messaging & content goals:

→ Create category awareness
→ Associate your brand with the category
→ Establish shared language: Frame and name the problem and the solution
→ Proprietary naming helps create associations (e.g. GTM engineering, Clay tables)

MATURE MARKETS

Context:

→ Many competitors and a clearly defined category
→ Buyers understand the problem and the available solutions
→ One or more strong leaders already exist
→ The game is differentiation

Messaging & content goals:

→ Clearly articulate how you are meaningfully different from the default options
→ Justify switching
→ Question what the category has normalised, or what is outdated etc. (e.g. Basecamp's calm work philosophy)

If I were Head of Marketing with a $300K+ budget, the first thing I'd do is:


Decide what our brand should be known for.

Don't forget this:

You're not investing $300K+ in channels.
You're investing in spreading a message.

TAKE THAT SERIOUSLY.

It's what makes your big girl budget deliver big girl results.

Pretty please, don't reduce yourself to 

a traffic factory 
a leads generator 
an ROI calculator

You're the architect of the big idea.

The thing people remember. 
Repeat. 
Talk about at dinner. 
Mention to their boss in every Monday check-in.

You're here to create something people are impressed by. 
Inspired by. 
Attracted to.

That's your real job.
The clicks and leads will come... wait, scratch that... they'll POUR in as a result of that.

Brands people can't stop talking about stand for something and own it:

→ Basecamp: "It doesn't have to be crazy at work" 
→ Gong: "Sales call reality over opinions" 
→ Intercom: "Marketing is conversational" 
→ Miro: "Where teams think together" 
→ Lovable: "Build something lovable"

So tell me - what's the one thing you want living rent-free in your buyer's brain when they finally have the problem you solve?

Why your “TOFU” or “demand” or “brand” campaigns are not working.


Because you’re trying to run them before you’re clear on what they’re meant to do.

Not many people realise that these campaigns are supposed to achieve mental availability.

Which simply means that your brand is top of mind when buyers realise they have specific needs and wants.

Like: When I need to decorate my house and I want it to be stylish, but also functional I think IKEA.

Or: When I need to improve how my sales team performs and I want clear, objective insight into what actually closes deals, I think GONG

This should be your starting point.

If you don’t define the needs and wants that your brand satisfies in one sentence like above, you don’t have the foundation for demand gen.

You end up with Frankenstein ads communicating everything and nothing.

They are hard to understand.
And therefore are hard to remember.
And therefore they will not work.

This gets especially painful in B2B software companies that kept adding features, use cases, integrations, and personas…

…until nobody can explain in one sentence when someone should think of them.

When this happens, the smartest thing to do is to hire an expert to help you boil it down to one simple message.

Otherwise you’re setting your marketing budget on fire.

Acquiring Inbound Leads for B2B Founders with Personal Content Programs • Explaining Content, one Ugly Drawing at a time

Your B2B content marketing should do more than just fill a feed.

It should: 

• Attract the right people to your offer
• Position you as a trusted expert
• Convert attention into pipeline

At StoryAngled, we build custom content programs that deliver:

• Inbound lead generation strategy
• A full-stack content production team
• An always-growing database of proven content systems, frameworks, and resources

We work exclusively with B2B founders and growth-minded teams.

If that’s you, shoot me a DM — I’ll get back to you personally.

Kuba Czubajewski

I really wish I had a video like this when I started in B2B content:

This B2B content strategy system took me 2 years to fully figure out. 

The video I just published on YT(https://lnkd.in/dV7dBx6H) has everything I do to help my clients:

• Land new inbound leads every week from LinkedIn and long-form content

• Build recognizable, distinct voices in their niches

• Create content that their clients reference during calls.

I also included a workbook you can download and fill out while watching to ensure you get the most out of this.

Grab it. Fill it in. And start creating content that gets you revenue.

1 system to consistent inbound for complex B2B offers | 30+ founders using it | Sharing daily content advice for busy B2B leaders

Me explaining why ‘viral’ isn’t a KPI for content:

1 content system to consistent clients for B2B services

Trying not to take it personally tho 🫠

I promised myself that I'll document more tiny wins here in 2026. So, here we go:

The first week of Jan has been hectic af, but also very rewarding:

💃 I crossed 500 subscribers on YT 

💃 One of my shorts performed well (1.6K views in 24 hours) 

💃 I got offered 3 long-term brand partnerships from companies I love

💃 I will be featured in a publication made by a MAJOR marketing tool

💃 I signed a new client for a major YouTube work

💃 I completed the recording and editing of 4 videos, giving me plenty of backlog to make the next batch even better

Guess "slow start of the year" wasn't in my cards this time.

But I'm not complaining.

How's your January going? Flex your wins in the comments and let's feel good together.

This post will probably be a little TMI but whatever, it’s important to me:

For the first time in 8 years, I’m 100% off all my anxiety meds!!!

I’ve been struggling with anxiety my whole life. 

I grew up in a very stressful environment (surrounded by neurotic actors and artists, constantly being judged, traveling a lot, no time for self care etc) 

This affected my life in ways I hadn’t expected it would.

I suffered from panic attacks, insomnia, and depression.

In my early adulthood, I didn’t know what to do with all this emotional baggage. 

I struggled. A f*cking lot.

But instead of letting this just happen to me, I took matters into my own hands:

I started therapy. I consulted mental pros to help me calm down all the demons in the meantime. 

It took a sh*tton of work and dedication to learn how to live with anxiety - and not let it dictate how I live my life.

But starting this month, I’m officially off all the meds.

Now, does it mean the anxiety disappear? Hell nah.

But I have tools now that let me observe it, understand it, and feel safe while this whole process is going on in my head.

Feels f*cking blissful, I’m not gonna lie.

Why am I telling you this?

First, because it matters to me a lot.

Second, because it’s just important to talk about the emotional side of our business journey. 

As much as we like to pretend sometimes we’re invincible - we’re still human. We suffer from things that we don’t always want to share with anyone.

If that’s you, I just wanna say - I see you. I applaud your strength. I’m here whenever you wanna talk.

K, I’m getting emotional, time to go.

$40K+ ARR with only organic content. In one of the most difficult product categories possible:

Breakcold's results speak for themselves. Good content can and will make your company grow – even when your competitors have million-dollar marketing budgets and massive brand equity.

I've been fascinated by Breakcold's content strategy for a while now:

• Strong, founder-led branding
• SEO articles that actually make sense for the reader
• Interactive content for ongoing lead generation 

And so much more. I'm honestly amazed how a handful of people can pull off this level of volume + content quality.

So, I decided to give them a massive shout-out in my latest video. 

I'm breaking down all the elements of their content strategy I could find.

These guys are VERY GOOD at what they do. If you're in the middle of building a content strategy for your B2B product, this is the example to get inspired by.

Watch the video here: https://lnkd.in/g223qdmi

Confession time: I think adding "book a call" at the end of your post here is one of the least effective CTAs possible. 

I used to end my posts with “Book a call”.

Every time.

It felt… professional.

Like the thing a “real business” is supposed to do.

And it also didn’t work.

I’d get likes.

A few “Great post!” comments.

Zero conversations with actual buyers.

Because “Book a call” is a ridiculous ask when someone just met you 12 seconds ago in a feed.

It’s high friction.

It assumes they trust you enough to give you 30 minutes of their life because… you posted a nice carousel?

Bold strategy.

Here’s what I learned:

Most CTAs fail for one simple reason.

They’re written like a favor you’re asking for.

Not a favor you’re doing for them.

So I replaced “Book a call” with a Utility CTA.

A Utility CTA is a micro-offer.

A tiny asset that helps your buyer take the next step without committing to a sales conversation.

The action is 3 seconds.

Comment a word.

Reply with a keyword.

Click one button.

The payoff is immediate:

👉 A 2-slide internal brief they can forward to their boss.

👉 A risk checklist so they don’t screw up the project.

👉 A scoping question list to prep their team.

👉 A 30-day rollout timeline.

This changes everything because it does two things at once:

It lowers friction.

And it gives you signal.

People who type one keyword aren’t “engaging”.

They’re raising their hand.

If you want examples of Utility CTAs you can steal, comment CTA and I’ll send you my shortlist.

My main prediction for B2B content in 2026 is that it'll become more human-centric than ever before.

But it's the small, scrappy startups that will lead the change.

For me, human-centric means content that feels like the person posting it just jumped off from 10 customer calls.

You can feel the authenticity, because of how specific it feels - real moments, specific solutions, and proof it actually works.

Not “thought leadership” that could be written by anyone.

The giants will still try to force-feed us AI bullsh*t. Guess they have big enough budgets to do so.

Smaller companies cannot afford to dilute their messaging and distance themselves from their customers.

Some examples of companies that are leading the charge right now:

Tella with their community-centric approach to helping their customers be consistent with video.

Breakcold with their founder-centric branding, focused on educating their prospects until they're ready to make the most out of the product

Chatbase with their employee advocacy program + timely, highly relevant social content 

Kuse with their build-in-public approach and user-generated product-led videos on socials

And many, MANY more.

I feel so excited to watch this space evolve this year. And I'll be documenting the best examples on my YT channel (link in my featured section).

If you're currently building a B2B product - what's the one thing you wish to implement in your content to make it more human-centric this year?

The moment you stop assuming what your client feels is the moment your content starts to actually work:

Let’s say you’re targeting startup founders.

The obvious assumption is:

"They fear running out of money."

"They want more revenue."

Sometimes true.

But when you dig deeper, you hear different things.

The real fear is building something nobody actually wants.

The real frustration is feeling like a fraud who’s about to be exposed.

The real goal is proof:

"I’m not just winging it."

And the real aspiration is being the founder people quote and respect.

That shift matters because it changes what you should post.

If your content keeps yelling about metrics,  but your audience is drowning in imposter syndrome, you’re talking past them.

Here’s the fastest question I’ve found to get out of assumption-land:

"Tell me about the closest time you came to quitting?"

Listen for the pattern.

If most answers sound like:

"I felt behind"

"I felt fake"

"I didn’t trust my judgment"

Then your content strategy isn’t about “growth.”

It’s about confidence and validation.

Meaning you should write about:

• What good looks like
• How to know you’re on track
• Signals your product actually has pull
• How to stop second-guessing every move
• How to explain decisions to your team and investors

Assumptions create content about funding and metrics.
Reality creates content about confidence.

10 pieces of content marketing advice that don't mean sh*t:

1. “Just be consistent”

Consistent at what? Posting into the void?

2. “You need to tell your founder story”

Cool. Your buyer still wants to know if you can fix their problem.

3. “Create thought leadership”

Translation: have opinions. But also somehow never offend anyone.

4. “We need to build awareness first”

Awareness of what? Your logo? Your vibes? Your lack of a point?

5. “Let’s make it educational”

Education without a buyer trigger is just a blog-shaped hobby.

6. “We should go viral”

Stop. Just stop. 

7. “We need more top of funnel”

If the middle and bottom are broken, you’re just pouring water into a bucket with holes.

8. “Repurpose everything”

Repurpose the right thing. Not your 900-word manifesto no one read.

9. “We need a content strategy”

If it doesn’t end in a specific utility offer, it’s a document, not a strategy.

10. “The CTA is book a call”

That’s not a CTA. That’s a leap of faith.

What should be number 11 on this list?

Next week, I'm posting a video about one of the smartest SaaS team I've ever met.

And I'm not saying that because their Growth Manager is my bestie (luv u bestie)

They're competing in a niche that's dominated by one giant. The one that even claimed a new verb to signify what their users are doing on their platform (think: googling for Google).

Yet, their tiny team is making big moves to build a product that's not only better - but also much COOLER to use.

And I'm saying that as their user for the last 3 years.

In the vid, I'll break down their content strategy, their approach to communicating the product's value (one of the best examples I know), and their strong community focus.

Can't wait to show the full thing to you.

In the meantime, you can subscribe to my channel here, not to miss it:

https://lnkd.in/dgtFGsX3

Demographics are probably the most misunderstood part of content marketing research.

Sure, it's nice to know your customers are between the ages of 35-55, they live in Oakland, and own a Subaru.

But what context does it actually give you to create effective marketing for them?

To gather actually useful demographic data, you have to dig deeper.

Here are 2 (of many) questions I use to find out demographics that actually influence how I talk to my customers and help me build trust with them faster:

For the longest time, I couldn't figure out why some B2B founders are STRUGGLIN' to generate inbound while others seem to have it all figured out.

So, I studied the best ones. Tested loads of their tactics on myself and some of my clients who were keen to try it.

And around ~2 years ago, it started clicking.

Then, I systemized it all and started applying this methodology across all my content strategies.

Almost every time, it worked.

So, in this week's video, I'm breaking it all down for you:

Watch it here: https://lnkd.in/dFGtNhw9

sorry not sorry but these "tips" about content I see here all the time are just weak.

they're surface-level and give you exactly 0 context into what ACTUALLY works in your niche, for your clients, for your specific situation.

from 5 years in this space, I can tell you, there are no 2 content strategies that look exactly the same.

so, swipe through and see what to look out for next time you see an influencer feeding you bs they learned from chatgpt:

9 "popular" content marketing tips that don't work

CRM companies' content is usually... a little (very) boring.

But not in the case of this 5-person startup:

Full video here: https://lnkd.in/g223qdmi

I've created my last YT video for every David struggling with a Goliath in their category.

They have huge budgets - you have huge hopes.

They have giant teams - you have resilience.

They have enormous brand equity - you have your smart brain and wit.

Sounds like it might not be enough, right?

Tella proves otherwise.

They, slowly but surely, are creating space for themselves in a niche that has been dominated by a giant for the last 10 years - Loom.

And the way they approach it is absolutely brilliant.

Here's a sneak peek:

(you can watch the full video here: https://lnkd.in/dep34-wb)

You’ve been told 1000 times to “just post value”. How’s that working out for you?

If you’re tired, you’re not lazy.

You’re just running a system that was never designed to pay you back.

It usually looks like this:

Post. 

Crickets.

Post again. 

More crickets.

Now the crickets have burnout.

And the worst part is the mental math you do after:

"Maybe my hook sucks."
"Maybe I’m not consistent enough."
"Maybe I need a better carousel template."
"Maybe the algorithm hates me."

No.

Most of the time, your content isn’t failing because it’s “not valuable”.

It’s failing because it has no job.

It shows up. It vibes. It leaves.

There’s no clear step between:

"I saw this"

and

"I want to talk to you"

Here’s the fix I use with founders who are done posting into the void.

Give every post one clear job using this simple path:

1. Demand Packet

One tiny story your buyer recognizes instantly.

Trigger. Job. Constraint. Outcome. Proof.

2. Utility CTA

Not book a call.

A tiny yes that takes 3 seconds.

Send a 2 slide brief.

A risk checklist.

A scoping question list.

3. Momentum Loop

Reuse the same packet across LinkedIn and email for a week.

Same message. Same CTA.

You stop starting from scratch.

If you’re burnt out, don’t post more.

Post with a job.

If you want, comment BRIEF and I’ll send you my Demand Packet template plus 6 Utility CTA examples you can steal.

If your story isn’t vivid, it isn’t memorable.

Most B2B content is technically correct. And emotionally invisible.

It’s full of phrases like:

“digital transformation”

“unlock efficiencies”

“improve visibility”

“enable better decisions”

Cool.

So what actually happened?

Because your buyer’s life doesn’t feel like “visibility”.

It feels like quarter end.

It feels like the ops team being one dashboard away from crying in the bathroom.

It feels like someone slacking:

“is this final?”

for the 9th time.

That’s why vague positioning dies.

Not because it’s wrong.

Because it’s not repeatable.

Nobody forwards “We drive transformation” to their CFO.

Nobody says “I read an insightful post about stakeholder alignment” and takes action.

People move when they recognize a scene from their own week.

Here’s the rule I use when I’m writing a story:

If it doesn’t create a picture in your head, it won’t create a reply in your inbox.

So swap this:

“We help teams modernize reporting.”

For this:

“Every month end, your team duct tapes numbers from 4 tools into one spreadsheet.

Finance doesn’t trust it.

The VP wants it by 9am.

And the person who built it is on PTO.”

That’s not “better copy”.

That’s reality.

And reality is what makes buyers stop scrolling.

If you want a quick exercise.

Take your last post and underline every abstract word.

Then rewrite each one as:

1. A moment.
2. A person.
3. A consequence.
4. A specific annoying sentence someone said.

That’s the stuff people remember.

taplio

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Justyna Ciecierska-Göçeryan

Kuba Czubajewski

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taplio

The Battle

Justyna Ciecierska-Göçeryan

Kuba Czubajewski

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);}Justyna Ciecierska-Göçeryan's LinkedIn Performance

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Ready to grow your LinkedIn presence?

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