Hey bestie,

Quick question:

What’s the first thing that comes to mind when I say “quiet quitting”?

Or “the great resignation”?

You have an immediate reaction.

A mental picture.

Maybe a debate.

That’s because these weren’t just trends…

they were named.

The name made them spread.

We all saw it happening but the name made it.

B2B is boring because most companies create checkbox content.

Very few own an idea that sticks.

Until today.

“Yeah, that’s my problem!”

is what your audience will say when you do Content IP well.

Content IP is the process of naming the problem you solve (instead of just promoting your solution).

It works because once you name the problem, people recognize it everywhere (and you become their go-to source for solving it).

Who has done this well?

Examples of Content IP done really well:

• Clari → “Revenue Leak”
• Copy.ai → “GTM Bloat”
• UserEvidence → “The Evidence Gap”
• Operator.ai → “The Great Ignore”
• Growth Sprints → “Checkbox marketing”

Great Content IP stops your audience in their tracks and do the “snap n’ point”:

They instantly recognize you’ve given them words for problems that have plagued them for years.

And then they trust you to solve it.

Then… two sneaky things happen

First, it frames the problem on your terms.

So even when your competitors talk about it, they have to use your words.

Second, your content becomes the center of industry conversations.

Instead of you echoing what everybody else is talking about, you’re leading.

Thought LEADERSHIP, folks.

Most brands are just posting thoughts.

But not you, ya smarty pants.

You’re leading.

How I do this for Growth Sprints clients (in 3 steps)

1. Find a Problem People Already Feel

Your Content IP should describe an existing frustration - do not invent one.

You can’t make fetch happen, here.

3 questions to ask:

1. What challenges does your audience openly acknowledge? (what they actually complain about)
2. What are the most frustrating parts of their job? (Not the aspirational goals - what’s the real pain?)
3. Why hasn’t this problem been solved yet? (What keeps it alive? What’s the deeper issue?)
4. Bonus → What is something they struggle with every day but the industry is afraid to address?

2. Give it a name

The best Content IP names are:

• Short (2-3 words)
• Alliterative (they start with the same sound, like quiet quitting)
• Emotional (you want them to feel the frustration in their teeth)
• Easy to remember & repeat

3. Repeat it… a LOT

This only works if they think of you when they think about their problems.

Start with your own team.

They have to be the first adopters.

If they don’t get it, your customer won’t

Then, I like to start 3 places:

• LinkedIn posts
• Email subject lines
• Outbound

If it gets a response there, we can keep moving with it.

4 dumb mistakes to avoid (aka don’t do what I did)

1. Don’t make it too complicated.

I hate it when SaaS websites ask you to book a demo 400 times on every page.

I called it a demo deluge. Like a massive flood. But nobody says deluge and it’s weird.

Flop.

2. Forget to tie it back to your solution

A few of my early Content IP ideas were dead on the vine because I know we all struggle with this stuff, but *I* can’t help you fix that.

Ex: If I talked about struggles with outbound, no matter how good my IP is, I can’t help fix that.

3. Using generic industry jargon

If I told you that I helped “combat marketing operational silos” I’d be… correct.

I’d also be ignored.

4. Not pushing through

Repetition is how this works.

If you’re tired of saying it, you’re doing it right.

That’s it. Now go do it.

My two most popular LinkedIn posts from last week:

1. ​A step by step guide to getting your brand found in ChatGPT​
2. ​Let’s say goodbye to the “comment to get it” engagement ransom on LinkedIn​

Next week: Owning the Conversation - overcome checkbox marketing by making your Content IP the centerpiece of your content.