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In this episode of "Women in B2B Marketing," host Jane Serra interviews Erica Schneider, founder of Cut the Fluff and a B2B content expert. Erica shares her unconventional journey from teaching English in Thailand to becoming a content marketing leader. They discuss the importance of simplicity in writing, the concept of "content sparring," and the need for marketers to adapt to evolving market signals. Erica highlights common pitfalls in B2B marketing, particularly on LinkedIn, and advocates for a conversational, relatable approach to content creation.

Erica and Jane discuss:

How Erica stumbled into content marketing and learned the trade through various roles
The importance of simplicity in writing
Erica's journey to becoming a solopreneur and the challenges of building a personal brand
The concept of "content sparring" for collaborative content development
Adapting your content - and career - to evolving market signals
Common mistakes in B2B marketing, especially on LinkedIn
The need for conversational content to foster genuine engagement
Balancing entertaining content with business objectives
Erica's 4-levek framework for categorizing LinkedIn content (e.g., marketing the problem, building in public)
Authenticity in sales content and building trust
Finding and maintaining your authentic voice and personality on LinkedIn
The three phases of launch content: pre-launch, launch, and post-launch

Key Links:

Guest: Erica Schneider: https://www.linkedin.com/in/erica-schneider66/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

Erica's Website: https://www.ericaschneider.me/

Launch Content Playbook: https://launchcontentplaybook.com/

Rob Lennon: https://www.linkedin.com/in/rob-lennon/

Rob's AI Tool: https://reactor.is/

The Ezra Klein Podcast: https://www.nytimes.com/column/ezra-klein-podcast

Wes Kao Newsletter: https://www.weskao.com/

95: Beyond the 80/20 Rule: The 4 Level Hierarchy to Linkedin Content - with Erica Schneider, Founder of Cut the Fluff 45:13 Share

Women in B2B Marketing

Shownotes Transcript

95: Beyond the 80/20 Rule: The 4 Level Hierarchy to Linkedin Content - with Erica Schneider, Founder of Cut the Fluff