Joseph Hill: How to Win Big with a Small Audience

Joseph Hill B2B Creator

I love when B2B Creators get creative with their content, get a ton of positive results but don’t have hundreds of thousands of people who are following them.

Maybe that’s the beauty of LinkedIn for now.

You don’t have to be a big name to get in front of your target audience.

That’s why when I first noticed Joseph Hill on LinkedIn I knew that this guy is something different.

That’s why today I will share what B2B Creators can learn from Joseph Hill.

TLDRS:

  • → You don’t need a big audience as a B2B Creator
  • → Consistent content on a specific topic
  • → Can you engineer your viral content?
  • → engaging > publishing

Who is Joseph Hill from Metadata.io?

Joseph Hill is the sexy beard guy, with sexy eyeglasses, and a sexy smile that sells on LinkedIn his knowledge from Metadata and attracts our attention with sexy ads.

A lot of “S” descriptions, right?

Well, that’s on him and not on me. 

Why?

Because Joseph started a trend on LinkedIn talking about sexy ads under the hashtag #sexyads.

And no, they are not some nudity porn ads.

They are ads that are at the intersection of clear copy + relevant visual + powerful story.

And that’s how you make people resonate with your ads, especially in the B2B industry.

Joseph Hill doesn’t just talk about what constitutes a good ad. He shows us effectively by using his own content as thought-provoking and by using informative examples. 

His marketing approach banks on vulnerability and clever utilization of humor, rather than the worn-out tactics the typical corporate marketer may use.

As the Director of Digital Strategy, Joseph knows that he needs to attract marketers and founders’ attention so they can be interested in what Metadata has to offer them from a business and product point of view.

You can find Joseph Hill on LinkedIn → https://www.linkedin.com/in/digital-marketing-joe/ with a very simple and clear description about himself:

Let me tell you why I love this simple description:

  • It’s about numbers and industry: “Managed $100 million+ in B2B ad spend”. His addressing to the kind of audience Metadata is looking for
  • Knows about the relation between marketing and sales: When a marketer knows how to make a sales person happy, that’s a real deal. Joseph is knows how by writing in his description “marketing campaigns that make sales happy
  • Free advice: The last one is why you need to follow him on LinkedIn. He is giving free advice for B2B Creators, marketers, and founders. Not just on how to get leads, but also on how to drive qualified meetings.

And his description is in a direct correlation with his LinkedIn headline:

I help you drive meetings, not just leads. | Director of Digital Strategy @ metadata.io

  • I help you… That’s the education content.
  • drive meetings, not just leads. The results his audience wants: meetings or demos and how it will get them
  • Director of Digital Strategy @ metadata.io. The proof behind his advice, which is the place where he works.

Now let’s get into his strategy and see what B2B Creators can learn from Joseph:

1. You Don’t Need a Big Audience as a B2B Creator

Joseph Hill is not a big name in the marketing industry. He is not featured in any listicle and his name is not showing at top conferences in B2B marketing panels.

But what Joseph knows, and you should too, is that he doesn’t need a big audience to attract his ideal customers.

Why is that?

Because you can only find him on LinkedIn.

He doesn’t have a Twitter account. He is not recording weekly podcasts. He is not doing regular webinars. He doesn’t have a TikTok account, a YouTube channel, or a personal newsletter.

The only channel he is using to connect with his audience is LinkedIn.

And guess what?

He also doesn’t have hundreds of thousands of followers on his LinkedIn. But the results he aims to get with his content are just amazing.

That’s why I also believe that you don’t need a big audience to be an effective B2B Creator. 

You just have to hustle to build the right audience, engineer to connect your audience with your brand’s product or services and just be on top of your audience’s mind.

As a B2B Creator, you don’t need anybody to follow you.

You just need the right body.

Let’s look a little bit at Joe’s audience and see who’s connecting with his content.

Marketers, founders and consultants. 

The exact audience Joe wants for his content. Which is perfect.

I believe that 30 targeted audiences will always be better than 3000 general audiences.

2. Consistent Content on a Specific Topic

Remember how I described Joseph and added a lot of the “sexy” word in his description?

Well my friend, that’s because Joseph is publishing weekly a LinkedIn carousel about #sexyads.

He coined this term on LinkedIn and now he emphasizes it by creating weekly content based on this topic.

Following him, you will get weekly ideas and techniques on how to make your ads better in the B2B world.

What I really love about his approach is that he is not struggling to invent a new type of content every week. All he is doing is remixing the old content format into new content.

That’s his simple approach when we talk about his #sexyads.

Here’s an example:

  • short introduction where he attracts his audience’s attention on LinkedIn
  • makes the lesson short and easy to consume
  • has a conclusion
  • always finishes with a call-to-action.

And, no. You don’t have to create new content every single time. The lesson is very simple.

Create a system that works, use the system with new content and iterate as needed. 

This approach allows you to leverage the power of consistency, uttering the same central themes with different angles or examples.

The power of this strategy lies in its modest ambition of producing memorable content, rather than gigantic volumes. Each post serves as an easily digestible mini-lesson, rather than a cumbersome and time-consuming treatise.

So, even if you’re busy juggling multiple projects or roles, remember that content generation doesn’t need to be overwhelming. A simple, systematic methodology can suffice.

But this type of approach helps you create viral content interested by thousands of people from your industry.

Let’s see how Joe is engineering his viral content.

3. Viral Content: Engineering Content or Just Luck?

Oh yes, we are talking about viral content. 

And many marketers are questioning if it can be engineered or it is just based on luck.

Well, if you look at top creators in the B2C world, Mr. Beast or Tim Ferriss, you will see that they have two important ingredients to master a viral content:

  • Staying too long in the industry so they can understand every small and important aspect of it.
  • They are laser focused. Some may say that they’re obsessed about content creation, platform, distribution, and audience.

But Joe had two big hits on LinkedIn with two of his projects.

Let’s look at them and then see if we can find some patterns.

A few months ago, Joseph published a LinkedIn post where he said that he collected a few hundred LinkedIn ads, based on different categories. If you wanted access to it, all you had to do was just comment and send him a request to get the link.

Nothing fancy, nothing too salesy.

Results:

  • 2.8K reactions
  • 3.4K comments
  • 20 reposts.

Not bad for a small B2B Creator, right?

Now let’s look at the other content he published that looks the same.

It’s about the Google Ads library collection.

Results:

  • 690 reactions
  • 853 comments
  • 4 reposts.

Some may say that it didn’t have the same reaction as the first one.

But at the same time, if you look at Joseph’s content, you will see that these two types of content are not just for the sake of LinkedIn content creation.

These are the types of content that drive business and marketing results for Metadata.io.

Now let’s look at some patterns over here.

Almost the same patterns as in his common content.

That’s what made the content familiar to his audience. 

That’s what helped him save time while creating the content.

Content templating is not a bad thing when you are not a full-time creator. In fact, it’s a good approach for you as a B2B Creator to get the job done and not just create some art.

But how effective is this strategy?

Because I like to test new ideas and techniques, I stole this approach and used it for one of the projects we worked on at Creatopy.

But before I made this, I asked Joseph if it’s ok for him…and he said YES!

This is my Linkedin post.

Results:

  • 112 Reactions
  • 218 Comments
  • 3 Reposts.

Can you repeat the success of your viral content?

YES – if you create an on-demand project that makes people interested in.

NO – if you just want to create another viral content.

But it’s important to build momentum.

And how do you build momentum apart from creating and publishing content?

5. Engaging > publishing

Joseph daily engages in LinkedIn discussions, replies to his audience’s comments, and makes sure he is in front of his audience and also in the conversation about different topics that are in his area of interest.

And that’s how he is also making sure his content is in front of his audience.

It’s nothing fancy or nothing that involves too much resources. Just a consistent content strategy combined with daily interaction on LinkedIn with his audience.

By engaging and responding to comments, Joe increases his visibility and reach, demonstrating that he values his audience’s engagement and feedback.

Moreover, these interactions allow him to cultivate relationships with other professionals, further expanding his network and influence on the platform.

Sharing high-value content with real-world applications is another strategy Joe employs.

Instead of trying to impress other industry professionals with the novelty of his ideas, he focuses on delivering clearly articulated, practical solutions his audience can apply in their own respective fields. This focus on value over novelty resonates with his audience, fostering a strong sense of community around his content.

Consistent Engagement > Virality.

What B2B Creators can learn from Joseph Hill?

→ Choose one platform

Joseph Hill is using one platform to attract his audience and maintain the relationship with them. That’s what B2B Creators can do, if they are not just full-time creators, having other daily tasks, client meetings and just a job to be done.

But in the same time, you can have a main platform and a secondary platform.

My recommendation is to use social media platforms to attract and maintain audience’s attention.

After you should work to convert this attention into subscribers or get them on platforms where you can control the conversation.

→ It is ok to template your content

Templating your content creation will help save more time, but also iterate on something that is already working.

Some content creators may say that templates are harmful for content, but in my perspective, it can be a good strategy to deliver and work on something that is already driving you results.

→ Engaging over Distributing

Too many content creators are just believing that simply creating content will get you the audience you want.

No way.

Engaging in conversations, supporting others with their work, and being more social then media will help you as a B2B creator.

→ Persistence is Key

Success won’t come overnight.

It requires patience, consistency, and hard work.

Joseph Hill, with his predominant presence on LinkedIn, is the epitome of how fruit bearing the results are when you value persistence and regular interactions with audience.

Each interaction adds up over time, consequently shaping your influence and connection within your community.

→ Understand Your Audience’s Needs

Joseph has managed to gain approval and credibility within his circle due to the fact that he understood what his audience actually wanted.

He didn’t dive into creating content without identifying the pain points and requirements.

This resonates with his followers on a deeper level as they acknowledged that the creator genuinely cares about their needs.

Here is Joseph, a seemingly normal marketing guy that most people would ignore.

Yet he’s been able to garner the attention of the right audience on one single platform. And that’s what makes him a successful B2B Creator.