In today’s social media landscape, attention is the new currency.
If you can capture attention for your brand, content, and business, you’ve already won half the battle.
There are B2B creators who have mastered the art of leveraging this attention strategy, driving immense engagement, and monetizing their content effectively.
Consider how Katelyn Bourgoin generated $14,950 in just 57 minutes using two emails and a Google Doc or how Michael Sikand employed this strategy to sell his business to one of the world’s leading newsletter media companies.
This strategy not only helps you stand out in a saturated market but also empowers you with a voice. When combined with a business mindset, it can be the foundation of a thriving enterprise.
I’ve coined this the “Attention Strategy.” It’s broken down into three straightforward steps that anyone can implement immediately.
a. Attract Attention
b. Maintain Attention
c. Convert Attention
Let’s explore how successful B2B creators utilize this strategy to achieve their goals.
Step 1: Attract Attention
Michael Sikand recognized that to establish a voice in the media industry, he needed to capture attention. However, being perceived as “too young” to offer advice, he didn’t let that deter him. Instead, he created a platform that gave a voice to those who had valuable insights based on their professional experiences.
Thus, Michael launched the “OurFuture” podcast and started a newsletter, dedicating countless hours to establish himself in the business world. But then, a shift occurred. He identified an opportunity and seized it.
Understanding how to draw attention to his content, he thought, “If I can do this for my podcast, why not offer this service to major brands?”
So, he entered the MFM challenge, where participants were tasked with transforming long-form videos into concise clips, posting them on TikTok under a specific hashtag. The prize for the best transformation? A cool $5,000.
After their win, they swiftly captured everyone’s attention. From there, selling their media company to MorningBrew seemed inevitable.
This underscores the potency of garnering attention through content creation. While we all produce content to attract attention, the digital space is saturated. Hence, it’s crucial to be purpose-driven creators, tailoring content for a specific audience, addressing a distinct problem, and offering a unique solution.
Consider the analogy of a niche streaming service. This is what Justin Welsh suggests to his followers when they aim to captivate their first 1,000 true fans. So, what exactly is the attention-attracting strategy?
It involves crafting and disseminating valuable native content on platforms that lure audiences, prompting them to engage and share with their circles. This is the kind of viral content many creators rave about.
What’s the attract attention strategy?
Create and publish valuable native content on the platform. This content should captivate the audience, encouraging them to engage with it and share it among their own networks. It’s the kind of viral content that many creators are discussing.
How to create content that is attracting attention:
Step 1: What’s the one simple problem you solve for a specific audience?
Here’s Alex Lieberman’s formula that will help you with this step
By creating content about [___A___] I am helping [___B___] solve the problem of [___C___] which will allow me to achieve my goal of [___D___].
By creating content about B2B Creators I am helping Marketers and Entrepreneurs solve the problem of Growing Audiences and Building Sustainable Brands which will allow me to achieve my goal of making The B2B Creator Newsletter a sustainable business.
Here’s a resource about how to create viral content:
Step 2: Determine the type of content you can produce with ease: written or media (such as audio, video, or graphics).
Consider Sachin Ramje, for instance. He creates engaging visuals on Twitter and assists other creators in growing their audience.
Here’s an example where he transformed Sahil Bloom’s text into a captivating visual.
Step 3: Select a platform that aligns with your content type and where your target audience resides.
Step 4: Learn from the best in the industry.
Step 5: Produce content and refine your approach with each new publication.
Examples that attract attention
Here are a few simple content ideas from creators as an example:
a. Visualize Value – graphics
Jack Butcher creates minimalist white visuals against a black background and shares them on social media, particularly on Twitter and Instagram.
b. Alex Garcia – Twitter Threads
Alex Garcia, the owner of “Marketing Examined,” shares Twitter threads with his marketing audience, teaching them new strategies and insights from other brands.
c. Chris Do – Linkedin Carousels
Chris, the founder of theFutur, shares his Instagram carousels on LinkedIn, driving significant engagement.
d. Jamie Brindle – Instagram Reels
Jamie assists freelancers through short videos on Instagram, crafting specific role-plays and solutions for their everyday challenges.These are just a few examples of content types you can produce to capture attention. However, this is merely the initial step in your attention strategy.
After achieving your first viral content, what comes next?
And these are only a few type of content that you can create to attract attention. But this is only the first step in your attention strategy.
Now that you have your first viral content, what’s next?
Step 2: Maintain Attention
If creating content that attracts attention is based on luck or a well-crafted strategy that garners engagement from thousands, what follows is arguably the most challenging and prolonged phase. Many B2B content creators shy away from this step, hoping for immediate results.
However, this step is crucial. It’s how you establish your authority and expertise in the industry. Building a loyal audience and positioning yourself in their minds, as well as within the industry, takes time.
So, what is the “maintain attention” strategy?
It involves producing content that not only captures but also retains your audience’s attention, prompting them to engage with you in comments and connect on various levels.
How can you maintain your audience’s attention?
1. Build Momentum
I’m particularly fond of this strategy because it’s purpose-driven. With a clear objective in mind, I focus on building momentum leading up to that goal.
For instance, if your company is about to launch a new product or service, you can initiate conversations with your audience well before the campaign kicks off.
Discuss with other communities about topics related to the new product or service.
Consider what Dan Mall does while he’s writing his book.
Or what Nathan Barry is doing on Twitter while he is recording his Creator Flywheels course.
These are the small type of content you create to build for the big momentum.
2. Schedule Content for Engagement in Comments and Replies
Engaging directly with your audience not only fosters a sense of community but also demonstrates that you value their input.
To achieve this, dedicate specific times during the week to create content. Schedule this content for specific days and hours. Additionally, allocate a designated time each day to reply to comments, engage with your community, and answer their questions.
A mistake many content creators make is not being intentional with their time. We all have the same 24 hours in a day, but how we utilize them makes the difference.
Be deliberate with your schedule. Set aside specific times for content creation, its publication, and for engaging with your audience where you aim to build your community.
For instance, Sahil Bloom produces a significant amount of content, yet he consistently finds time to engage with others through simple replies and comments.
3. Collaborate with Other Creators
Collaborating can introduce your content to a new audience and bring fresh perspectives. Identify the top thought leaders in your industry or businesses that complement yours, and propose joint webinars or co-authored articles.
A prime example is Sachin Ramje, who creates hyper-visuals based on ideas from top content creators. He posts these visuals on his Twitter, tagging the respective creators. This strategy has allowed Sachin to reach a new audience. Moreover, the creators he mentions often share his content with their followers, further boosting Sachin’s visibility and aiding in the growth of his business.
Another excellent example is the collaboration between Katlyn Bourgoin and Demand Curve. Together, they’ve launched the “Un-Ignorable Challenge” – https://www.demandcurve.com/unignorable.
What’s commendable is how they each promote this collaboration in their newsletters, tailoring the promotion to their unique styles.
For me, collaborating with other creators was straightforward. I hosted a monthly webinar series for Creatopy and invited various creators to be guests. This is how I collaborated with Amanda Natividad, Vitaly Friedman, Larry Kim, and many others.
4. Be Authentic
Authenticity builds trust. People resonate more with genuine personalities and stories than with polished “brands.”
Offer behind-the-scenes glimpses of your company or share candid stories about challenges faced and how they were surmounted.
Consider, for instance, Noah Kagan. He uses his Twitter to share behind-the-scenes moments at AppSumo, especially during their Black Friday campaign. or how is his personal life. For example, while taking a colonoscopy
5. Use Graphics to Position Yourself in Your Audience’s Mind
Utilizing branded graphics is essential for establishing and maintaining a robust brand identity. Here’s why incorporating branded graphics is pivotal in positioning yourself in the minds of your audience:
Visual Consistency Equals Brand Power: Your brand’s visual identity serves as its unique fingerprint. Consistent graphics across various platforms not only appear professional but also weave a unified brand narrative that’s immediately identifiable. Think of it as your brand’s distinct signature amidst a plethora of generic content.
Consider, for instance, Ana Lorena Fabrega and her comprehensive social media presence. Observe how she employs her brand colors, the handmade visuals, and even her promotional strategy for her new book. This exemplifies the brand power of visual consistency.
Emotion Through Design: Graphics aren’t merely about attractive images. They aim to evoke emotions. The right color or design can elicit feelings of trust, excitement, or nostalgia. It’s a form of visual storytelling that allows your audience to connect with you on a deeper level.
In a world dominated by brief digital interactions, trust is invaluable.
Consistent and high-quality branded graphics serve as a firm handshake every time a customer engages with your brand. They represent your brand’s commitment to authenticity and reliability.
Now that we understand how to capture and sustain attention, let’s move on to the third step. This step is arguably the most challenging and requires significant effort to execute effectively.
Step 3: Convert Attention
Converting attention is arguably the most challenging aspect of the attention strategy. Consider this: you’ve successfully garnered a following, but how do you encourage them to take the next step? How can you persuade your audience to invest more—more time, more attention, and sometimes, more money?
This is where conversion plays a pivotal role. Marketers must transform attention into meaningful outcomes.
Here are a few steps to help you convert attention:
1. Optimize Your Profile for Conversion
The digital realm thrives on convenience. Simplify the process for your audience to take the next step. Whether it’s signing up for a newsletter, subscribing to a podcast, or making a purchase, reduce any barriers or friction.
For instance, creators like Justin Welsh and Sahil Bloom have successfully converted their audience into newsletter subscribers. Meanwhile, others like Wes Kao direct their followers to their personal websites, and Dickie Bush guides his audience straight to his business website.
If you manage multiple websites, consider using tools like Linktree. Alternatively, you can create a dedicated page on your personal blog to showcase all your websites with clickable buttons and URLs.
Create content and include the link in comments or replies.
I’ve noticed many astute B2B creators employing this strategy. Some claim it significantly boosts their subscriber count. However, success varies based on the target audience, content consistency, and the creator’s own influence.
For instance, if you craft an educational Twitter thread, you have two options by the end: either invite people to follow you for more insights or encourage them to subscribe to your content (be it a newsletter, podcast, or YouTube channel) if they crave similar content.
Engaging with your audience in a genuine manner often makes a difference. Responding to comments, valuing audience feedback, and actively participating in discussions can foster strong relationships.
Converting your audience into newsletter subscribers, product users, or webinar leads requires time and effort. This is why it’s essential to adopt a consistent approach. Capture attention with viral content, maintain it through engagement and comments, and convert that attention using strategically placed links and CTAs (Calls to Action). Throughout this journey, it’s vital to remain authentic to your brand’s voice and personality. Personal connection is a pivotal component in the conversion process.
Produce and disseminate content that not only offers value but also prompts action, subtly nudging the audience to invest in your offerings. Offer incentives, whether in the form of webinars, e-books, or early access to products/services, to foster deeper engagement.
Capturing attention in a world saturated with digital noise is no easy feat, but it’s a valuable long-term investment. Merging high-quality, authentic content with strategic intent, promoting customer engagement, and optimizing for conversions can place your brand at the forefront of your audience’s attention.
The steps mentioned merely scratch the surface of this intricate process. Every audience is distinct, just as your brand is, and forging a connection requires genuine understanding and experimentation.
In conclusion, the key to successful conversion lies in a potent mix of crafting compelling content, nurturing deep engagement, and fine-tuning the entire journey for conversion. It’s more than just isolated actions; it’s about harnessing every interaction to weave a unique, trustworthy, and appealing brand narrative.
It’s as much an art as it is a science.
That’s the beauty of marketing.
And savvy B2B creators are capitalizing on it.