It took me 2 years to collect these 10 B2B content strategy principles.

I started ghostwriting in mid-2022.

At the time, my 8th semester had just ended, and I had a year left before becoming a professional lawyer.

But then I discovered my love for writing and online business. So, I quit in my last semester.

Since then, I’ve made my first $100k at the age of 24, worked with 32 founders, and collaborated with 9 top content agencies.

Recently, I reflected on the principles I rely on when onboarding new clients and creating strategies for them.

I found 10 principles that are always at the top of my mind.

Here’s a 2-minute summary:

1. More than 3 pillars lead to confusion

Write about only three topics.

Anything more and you’ll dilute your brand.

Anything less, and you’ll run out of content ideas.

If you can’t produce consistently without writing about other topics, you probably don’t know the topic well enough.

2. Big audience requires big bandwidth

You constantly have to jump on the next new thing.

You have to be on your toes. It’s like being a morning news show.

Everything is content. Everything is your problem.

3. No case studies, no money

Figure out a way to include your case studies in your content.

It’s probably the only thing you can do differently than your competitors.

People trust people who have proof.

Case studies are solid proof.

4. Weekly content plan is magic

If you know exactly what to post on Tuesday evening, you won’t miss a day.

You’ll know the content pillar and topic.

Before sitting down, you’ll know the very next thing you’ll do.

It’s literally magic.

5. Apply SEO to socials

Find keywords. Choose content pillars. Conduct competitor analysis.

Take advantage of the money your competitor has spent on research.

6. Always maintain a swipe file

You’ll run out of ideas quicker than you realize.

Find three competitors whose content matches your taste.

Look at them. Generate ideas. Include them in your weekly schedule.

I do this every Sunday morning for myself and my clients.

7. What you write > how well you write

Average writing on good topics always beats brilliant writing on poor topics.

One helps you build trust in some way, however small.

The other simply impresses other writers, not your target audience.

8. One lead magnet, one email sequence, one CTA

Don’t use more than one funnel unless you’re nailing it with perfection.

Numbers for perfection?

30% opt-in rate.

50% open rate in the email sequence.

And 1% CTR on links to book calls.

9. Founder’s taste is the cure for boring content

Weekly 1-on-1 content interviews are not optional but essential.

The founder probably has the best taste for content.

Use their experience.

You’ll automatically stand out because most people are hearing from ghostwriters.

10. Content is not chess but poker

There’s no perfect move. There’s no perfect strategy.

It’s more like playing a good hand that might give you enough impressions for six months.

Take more bets, not perfect bets.