The Process To Get Your Team Creating & Publishing Content | #33

The main problem that I found from, from working with clients at Trend Seven is that no one has the time.

So either it's your executive team, could be CEO, could be a co-founder, whoever it might be.

There might be a few people that you have on your list that your B2B tech marketing team is reaching out to saying, "We need this blog by next week," and you have it all laid out in a calendar, you have everyone's names listed out, and ultimately, uh, nothing comes of it.

Uh, it gets pushed down the to-do list from that person, and it never really materializes.

So what happens is that you know the importance of it, you know that you should be implementing it into your content marketing strategy for obvious reasons.

Uh, firstly, it's obviously fantastic to humanize the brand and, you know, you can get so caught up in posting feature-heavy technology-focused posts that it doesn't really speak to your ICP, uh, and your target audience group of, of who you're trying to reach and how you're trying to build that memorability and trust with them by creating value for them.

Uh, speaking about product features all day won't work.

It's an important part to the content, but we know that we need to have the people behind the company to build that brand, to build that memorability, and people buy from people, they trust people, so we need to start getting our team involved as well as our company accounts, obviously, with the content that we're posting.

So specifically today we're looking at, all right, how can we get the team-led content strategy working? Because even in last week's episode of The 1% Insight, we spoke about the latest research from Meltwater and LinkedIn showcasing that LinkedIn is becoming a, a top, top source of AI citations, um, across many AI models.

So when your B2B buyers are conducting research as part of their buying journey, and a lot of this is invisible to you, uh, they are using AI to basically diagnose their problems.

They're looking for solutions, and AI is giving them solutions based on content that they're matching to the problem and what is the most trusted source.

And from their research of, I think it was over nine and a half million AI citations across models in 2026 with a emphasis on B2B categories, what they found was that LinkedIn was, if not top for certain se- for certain B2B queries, it was second only to YouTube, uh, in terms of impact on AI citations, and most of those were being favored towards personal LinkedIn posts, expert-led content from personal pages.

Over three-quarters of the citations, uh, were from, uh, people's accounts.

So therefore, you can't just depend on the company account.

Yes, you need to be posting from the LinkedIn company account, but you need to be actively getting your team members on, on board, and it's not a, a kind of a employee re-share type of strategy where, you know, you tick the box exercise and you're getting people to re-share the company updates.

That's not how it really works, and that won't cut it because you actually have to be creating something unique, uh, specific, answering a question that you have, uh, a story behind it, that you have data behind it, something that is actually worthy of firstly, uh, engaging your target audience group, but secondly, being picked up by AI in terms of something that is specific enough to answer a question that your buyer is asking within the AI model, and a re-share won't do that.

So we have to rethink how you're doing, uh, your team content strategy, and it has to come from the individual, uh, with their own unique insights and expert opinions.