B2B Needs Fans, Not Just Customers

Your LinkedIn following isn't one audience. It's two, and most small B2B teams are writing for the wrong one.This week's guest split his own following into fans and customers, then built his content strategy around fans first. The result: growth from 4,000 to 22,000 followers, without ever chasing the people who actually buy.We cover how to tell the two apart in your own analytics, why customers tend to lurk while fans do the engaging, what to actually track instead of vanity metrics, and how long it realistically takes before this pays off. Also: the ROI case to make when your boss wants pipeline, not followers.If you've got a small team and limited hours for content, this episode is about spending them on the right crowd.→ Join the NEW Strategy Talks communityJason Patterson is the founder of Jewel Content Marketing Agency, where he helps small and mid-sized B2B companies build content strategies that don't require a Fortune 500 budget to work. He's spent his career translating big-brand marketing theory into something a lean team can actually execute — with a reputation for calling out bad advice in the industry as loudly as he gives good advice himself. Jason grew his own LinkedIn following from 4,000 to 22,000 by applying the same fans-first thinking he teaches his clients. When he's not writing about what marketing gets wrong, he's a proud dad, a devoted user of the semicolon, and an unrepentant smartass.'Strategy Talks: Content Strategy for Small Teams', Season 5, is where content marketing meets real business results. Hosted by hands-on content strategist Dorien Morin-van Dam, each episode delivers a focused conversation with a guest expert who shares a specific, repeatable play. You'll leave with a clear problem definition and a set of steps you can take this week.No fluff. No theory. Just strategy you can use.New episodes each week! We stream live on LinkedIn, YouTube and Facebook.