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- Lesson 1 of 5: Building Your Core Content System
Lesson 1 of 5: Building Your Core Content System
From nobody to respected authority: Build a B2B newsletter system that generates leads and compounds your influence.
Jung Kim
May 08, 2025
Table of Contents
High-value newsletter content outperforms a lot of other B2B marketing strategies in four critical ways:
Self-Compounding System: As content accumulates, you naturally expand touchpoints with prospects. Also over time, your newsletter becomes an ecosystem that nurtures prospects and upsells customers automatically.
Instant Authority: Running a substantial newsletter instantly establishes credibility. When approaching anyone, your newsletter subscriber count becomes a powerful trust signal for them.
Collaboration Opportunity: Newsletters create natural partnership opportunities with other content creators across platforms. These collaborations expand your reach exponentially.
One, Coherent Narrative: Newsletters build a progressive story about your expertise and methodology, creating a distinctive market position competitors can't easily replicate.
Of course, it takes quite a while to grow newsletter into this scale.
However, our goal is to build core content system that generates demand - newsletter growth will come as a byproduct as you execute this strategy long term.
Quick statistics:
81% of B2B marketers use email newsletters as the primary form of content marketing
26.7% average open rate for informative newsletters (30%+ with segmentation)
Especially, 60% of B2B marketers reported they use email to guide purchasing decisions.
Not to mention, once you've created cornerstone newsletter content, you can repurpose it into dozens of smaller assets—making your entire content strategy more sustainable and powerful.
Let's build this system step by step.
High-Impact B2B Content Formats
The most effective B2B content assets for demand generation are:
Playbooks: Comprehensive frameworks that guide implementation
Step-by-step Guides: Actionable processes with clear outcomes
Industry Reports: Data-driven insights with market implications
Deep Dive Analysis: Thorough examination of specific challenges
Case Studies: Documented transformation with measurable results
This is because the goal of outbound messaging is to turn someone in your target ICP into:
Problem Awareness: Prospects recognize internal pain points through your diagnostic frameworks.
Solution Awareness: They discover availability of solution to these challenges.
Brand Awareness: They identify your firm as the authoritative solution provider.
Common mistakes we see on Linkedin:
Sharing your life events and raw emotion on social media
Posting opinions about trending topics
Sharing selfies (seriously?)
While these approaches may generate impressions and engagement, they rarely attract qualified prospects from your target ICP.
Random Impressions & Engagement ≠ Leads
The more meaningful metric for professional services is "Profile Visits" - a high-intent signal indicating genuine interest in your expertise.
Effective B2B content that converts are:
Directly addresses your ICP's specific pain points.
Provides immediate value by giving direction or actual solution
For example, our “Automation Step-by-Step Guides” contents are built with a target of less than 3 hours time to value.
When prospects can implement part of your methodology within hours of encountering your content, you establish credibility and trust that generic content simply cannot match. This is why you want to set up proprietary contents on newsletter, and use Linkedin to spread it.
You want to become the trusted ally not interesting “what does he/she actually do?”
This program is offered for free - driven by Jung Kim (CEO & Co-founder Klipy) and Russell Gapasin (Growth Lead @ Klipy) for SMB service business owners that use Klipy CRM.
If you are not part of the Klipy community, don’t worry. You can simply join our newsletter to get access to the program materials.