Test, Iterate, Scale

Build Demand With Your Content

Bulldozer

Partner

folk

Investor

Reddot Growth

Co Founder (Exited)

European Commission

Advising the EU to strategise and localize their communication strategy in Thailand, Vietnam, The Philippines, Malaysia, and Singapore.

Regional Communication External Consultant

Pimclick

Head of Digital

Goethe-Institut e.V.

Marketing Consultant

Ministère de l'Europe et des Affaires étrangères

Strengthening a deep and meaningful bilateral relationship between France and Thailand by localising  messages, consolidating strong partnerships with private and public actors, leveraging digital tools and organising events.

Communication Manager - Embassy of France to Thailand

EUNIC 

Create and implement the communication strategy for the Bangkok EUNIC project organized by Portugal Embassy, Goethe Institut, French Embassy, Spanish Embassy, Italian Embassy, and Silpakorn University.

Communication Advisor

Orange

As part of the innovation team of the Content division of Orange, I worked on the launch of the first Virtual Reality offer and the development of the UHD technology to enhance the content experience of 70 million clients.

Innovation Project Manager

Orange needs quality content for its Pay TV and video on demand offer. As part of the content acquisition team, I managed the relation with 8 independent content providers and helped on larger deals with studios (Disney, HBO, Warner Bros)

Partnership Manager

Content Marketing for B2B Businesses | Fractional CMO | Startup Advisor | Get my ‘B2B Marketing Playbook for 2024’

2023: Massive shift in B2B Marketing.
2024: Time to revamp your Playbook:

- B2B buyers educate themselves (self-served trend)
- Social media are now decision hubs
- Buyers rely on network and communities
- Email performance are getting worse
- Marketing budgets are decreasing too

Everything is changing.

Yet you still need to generate marketing-sourced revenue.

In this context, content marketing is the best tactic.

- It generates visibility and awareness
- It builds authority and trust at scale
- It generates inbound, facilitates outbound
- It accelerates sales cycles
- It increases sales conversion rates

Content marketing is a no brainer.

But it’s not easy to install.

- What strategy should you use?
- What content pillars? What messaging?
- What channels? How to distribute?
- How to build a content plan?
- What formats and type of content?

So many questions. I have the answers.

I used content marketing to go from $0 to $1M in my previous businesses (sold in 2023). And I’ve used it to grow my personal brand to 100K followers.

You have 3 ways to learn with me:

- Read my free content on LinkedIn and Substack newsletter
- Join my free 5-day course on the 5 foundations for a content strategy
- Access my course and community on how to build your profitable content strategy 

Most people have an opinion about marketing:

- "You just have to write a few words on a page"
- "I could do it if I had time, it's not that hard"
- "I'm not a marketer but I would do this..."
- "Why don't you use AI for this?"

Or even "my neighbour thinks the logo is too small"

Their opinion is often reductive.

This is especially true in content marketing:

- "My nephew has 40K subscribers"
- "Just add a picture to make it go viral"
- "You need to make it pop with taglines"

But here is the truth:

All those people are experiencing the Dunning-Kruger effect.

"A cognitive bias in which people with limited competence in a particular domain overestimate their abilities"

In other words; 

They think marketing is easy, because they don't know how deep it is.

They don't know about:

- Market research
- Human psychology
- Copywriting frameworks
- Test & learn methodology
- Positioning and messaging
- And 1000s of other concepts

What would you add to the first list? Tell me in the comments

Pierre Herubel

Marcellino D'Ambrosio

Alex (Marketer): Hey John, got a minute? I’ve got an idea.

John (CEO): Sure, Alex. What’s up?

Alex: So, I’ve been thinking, we should really try content marketing.

John: Content marketing? I’m not so sure about that. We’re already doing well with our ads. Why change things up?

Alex: You are right but...

John: But what?

Alex: Content marketing isn’t about replacing what we’re doing. It’s about adding to it. Imagine our customers getting useful info from us regularly. It builds trust and keeps us on their radar.

John: Trust and all is great, but how do we know if it’s actually working? With our current ads, we see quick results. Content feels like it would take forever to show any payoff.

Alex: It's a long term game yes. But in 3 to 6 months, we'll become top of mind for our customers.  And with social media, inbound demand can come fast, like within 2 months.

John: 2 months? But creating all that content sounds like a lot of work. We’d need writers, designers, and who knows what else. Isn’t that going to cost a lot?

Alex: Well there is a thing called "Minimum viable content strategy". We try a pilot with limited resources, and improve it when it works.

John: Hmm. I still worry about the time it’ll take to see any real results. We’ve got targets to hit now, not in a year.

Alex: Totally get it. But think of it this way: the sooner we start, the sooner we’ll see growth. I can run the pilot.

John: Can you present your minimum viable content strategy next Tuesday meeting?

Alex: Sure thing!

Stay tuned for episode 2 "the meeting presentation"

Founder: "How should we build our marketing strategy?"
Me: "Focus on these 9 marketing principles:"

1. Choose and research a target market
2. Define one specific target audience
3. Pinpoint a painful problem to solve
4. Decide on a desired positioning
5. Write your messaging strategy
6. Shape a strong point of view
7. Build your value proposition
8. Repeat the same actions
9. Collect market feedback

Those 9 principles are mandatory.

Without them, you'll have:

- No brand vision to follow;
- Incomplete marketing strategy;
- Unclear roadmap on what to do.

It might sound intimidating. But with the right roadmap, it's easier.

That's why I've designed a 5-day free course:

- Learn the B2B Marketing strategy foundations
- Receive one lesson per day in your inbox
- Apply the knowledge (14 infographics)

Want to access it?

🙏 Like this post for support
🎁 Find the course here: https://bit.ly/3x3Vc6d

Most founders lack clarity on marketing problems:

- Try new tactics while the target audience is undefined
- Write new headlines with unclear messaging
- Blame tools, tactics, and channels
- Never assess the positioning

They treat symptoms but not root problems.

They focus on surface-level problems because their ego is too big to question the foundations of their business. Blaming external factors is an easy escape.

- "Let's fire the agency, they send poor leads"
- "Our CRM doesn't have the right features"
- "This channel is bad, let's try a new one"

They are changing the color of the wallpaper while the house is built on a ravine. 

And the causes are often the same:

- Too product-centric → "Our product is the best"
- Not enough market-oriented → "The market will adapt"
- Too much efforts committed → "We can't change this now"

As a result, product and strategic problems are silently killing the business.

Here's the perfect scenario to move on:

Founder: I did a 2-week meditation retreat in the mountains, my ego has vanished - what should I do now?
Me: Let's analyze the 4 layers of marketing problems:

1. Surface-level Problems

You need to change your copy, channels, tactics, or tools to get more conversions. The criticality level is low, install a backlog and experiment changes.

2. Structural Problems

You need to plan structural changes with a 3-month roadmap. Audit your systems, teams, KPIs, and budget to revamp your marketing system.

3. Strategic Problems

You need to align your business and the market now. Work on your ICP, positioning, offer, and messaging. Each day that passes without addressing this issue, you accumulate marketing debt and diminish the perceived value.

4. Product Problems

You need to rethink your product capability for your target audience. It might be time to focus on a more specific use case or pivot your efforts to solve a stronger PUR problem (painful, urgent, recognized). 

***

Get my free 5-day marketing course here: https://lnkd.in/gsTir_cu

It will give you the 5 foundations for a marketing strategy

Build Your B2B Content Strategy with my Course

I worked on 320+ marketing strategies.

Here are 3 steps for solid marketing:

1. Set the foundations of your marketing strategy
2. Plan your marketing actions in advance
3. Run operations with careful execution

If you don't cover those 3, you will have problems:

- No strategy = the noise before the defeat
- No planning = getting overwhelmed, then fail
- No ops = everything else remain a sweet dream

When you build a marketing system for the first time, everything is blurred. But after a few dozens, you start to identify mandatory actions, repeating patterns, and succesful 'step by steps'.

Here is a notorious negative pattern:

- No clear audience = no clear desired positioning
- No clear positioning = no clear messaging
- No clear messaging = no clear copywriting
- No clear copywriting = commodity content

And commodity content = weak market perception

So if you need to audit your marketing, make sure to;

- Breakdown your marketing system into those 3 parts
- Audit them one by one (start from the strategy)
- Pinpoint what part is not doing well

You need clarity for progress.

Follow me Pierre Herubel for daily marketing tips.

How to prioritize your Marketing Roadmap:

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How to prioritize your Marketing Roadmap

7 Steps to define your Value Proposition:

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7 Steps to Define Your Value Proposition - Pierre Herubel

Christine Attieh

9 Psychology Concepts Used in Marketing:

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