B2B content strategy for Founder-Led Sales teams
Looking for a straightforward content strategy that actually works?
You're busy. You're doing founder-led sales. If you’re looking to grow your thought leadership with buyer-ready content, without burning out or sounding like a product brochure, this approach is a great place to start.
Selling the vision while testing the product…… during lunch.
The problem: Founders struggle to scale content (and it shows)
If you’re running a founder-led sales motion, chances are:
You’re juggling 10+ other roles
Your content cadence is erratic (or nonexistent)
Your posts sound like product manuals, not buyer-driven stories
You’re still guessing what your customers actually care about or need
You’re not alone.
Most early-stage B2B and SaaS founders either:
⚠️ Don’t have time for content
⚠️ Write from the inside out (product features, tech, “how it works”)
⚠️ Don’t really know their customers’ day-to-day pain in detail — yet
Let’s fix that with a strategy built for reality, not theory.
First: Why content matters more in Founder-Led Sales
In the early days, you are the brand.
Your voice = your credibility.
Your POV = your differentiation.
And in B2B, buyers are often buying you before they buy your product.
Content helps you:
Build trust at scale
Shorten sales cycles
Attract investors, partners, and talent
Sharpen your own thinking and messaging
You don’t need to post every day. You just need a system.
The core pain points for founders (and how to solve them)
1. “I don’t have time to ideate or create content.”
Fair. You're building the product, raising money, handling sales, and maybe even QA’ing bug fixes.
🎤 Fix 1: Record your expertise instead of writing it
Set aside 30 minutes per week to record a Loom or audio note answering one key customer question
Use AI tools like Castmagic, Descript, or ChatGPT to repurpose into:
A blog post
A series of LinkedIn posts
A short-form video snippet
🎤 Fix 2: Hire a content creator or agency
Hire external help to run your founder-brand engine behind the scenes.
(👋 Growth Ahoy does this too!)
2. “I write from my POV, not the buyer’s.”
This is classic product blindness. You're too close to what you’ve built — which makes you talk about features, not outcomes.
👂 Fix 1: Flip your lens to the buyer’s world. Ask:
What are they struggling with before they find you?
What’s annoying, expensive, time-consuming, or risky about the current way they do things?
What do they want to avoid, not just achieve?
You can ideate the buyer’s point of view with the Jobs-to-be-Done framework. Jobs-to-be-Done Theory provides a framework for defining, categorizing, capturing, and organizing all your customers’ needs.
(👋 Growth Ahoy can also help you clarify your ICPs, read more about it in this blog post)
🎯 Fix 2: Use this formula in your content:
“If you’re [pain or goal], and you’ve tried [familiar but broken solution], here’s a new way to think about it…”
This makes your content feel helpful, not salesy. Relevant, not random. Buyer-first, not founder-first.
3. “We’re guessing what the customer wants”
Most early-stage founders don’t really know the user’s pain — just assumptions based on a few calls, Reddit threads, or pitch decks.
📞 Fix 1: Talk to real users weekly.
Even if you have 5 customers, set a “founder listening loop.”
Ask what they tried before you
What almost stopped them from signing
What problem your product actually solves for them (you’ll be surprised!)
🧠 Fix 2: Use tools like:
Dovetail for tagging insights
ChatGPT to synthesise interviews into pain → solution content
Notion or Airtable to organise recurring pain points and use them to guide content themes
Bonus strategy: Use media monitoring to amplify your voice without extra creation
Founders are busy. Creating original content is hard. But what if you could harness the best ideas, data, and thought leadership already out there?
Set up media monitoring tools to track your industry, competitors, and key themes using keywords like:
Your product category (e.g., “SaaS growth strategy,” “B2B sales alignment”)
Your target customer’s job titles (e.g., “Tech CMO challenges,” “SaaS startup pain points”)
Trending tech topics (e.g., “cloud hosting innovation,” “mixed reality market”)
Tools like Google Alerts, Feedly, Mention, or Brand24 work well here.
When a relevant survey, report, or insightful interview appears:
Share it with your audience on LinkedIn, adding your personal take or a question to spark discussion.
Include short summaries or key quotes with a link.
Tag the source or author (when appropriate) to build connections.
This turns you into a curator of valuable info — showing you’re on top of trends and giving your network useful content without having to write everything yourself.
✅ Benefits
Keeps content fresh and relevant
Reduces the pressure to always create from scratch
Positions the founder as a knowledgeable industry participant
Opens doors for potential collaboration or partnerships through thoughtful tagging and sharing
The founder's B2B content Flywheel (minimal time, max signal)
Here’s how to build a simple but strategic founder-led content engine:
Quick guide to SEO & content strategy for busy B2B leaders: ✍️ Monthly Blog content.
Post one blog post per month focused on three key storytelling angles:
Pain: What’s broken or frustrating in your market?
Perspective: How you or your company see it differently.
Proof: Real stories, customer wins, or lessons learned from experiments.
Use each blog as a content engine for your team to create 2–4 LinkedIn posts over the next few weeks. This keeps your message top-of-mind without extra heavy lifting.
This simple, repeatable approach builds your website’s authority in organic search and social, drives organic traffic (SEO), and fuels conversations that matter.
✅ Tips
If you want to have a content and SEO strategy that drives your business growth and brand awareness against the competition, check these services.
You can also test this easy prompt guide for Claude or GPT to create a simple content plan aligned with your ICPs:
Prompt:
“Act as an experienced AI B2B marketing strategist. You will handle content strategy, content creation, social media caption creation, and SEO ideation.”
**Product**
Insert a description of your product or services here, including features and benefits for your ICP
**Customer insight**
Insert your ICPs and buyer personas here. “Identify key pain points, goals, and decision drivers. Suggest 3 positioning angles to resonate with this audience.”
**Message matrix**
“Create a messaging matrix: [Pain Point → Promise → Proof → CTA]”
**SEO strategy**
“Suggest 1 SEO topic cluster aligned with the product - Provide 5 blog post titles that target mid-to-high intent keywords”
**Content Creation**
“Generate 6-month content plan for blog post topics to be published once a month and LinkedIn post captions for 2-3 times a week social media posting“
**Tone of voice**
insert your tone of voice here
🔁 Weekly social media post rhythm 2-3 posts per week:
Monday:
LinkedIn POV post or media share: “One thing I wish more B2B buyers understood about” [pain/problem] OR “Just read a great report on [topic]. Here’s why it matters for SaaS founders…”
Wednesday
Customer insight / story or curated article: “A founder I spoke to this week shared”… OR “Interesting perspective from [source]. How does this compare with what we’re seeing in the market?”
Friday
Personal or company-building reflection: “What we learned building X this week”… OR “Our team just tried [idea from a recent article] — here’s what happened…”
✅ Tips
Record these as voice notes, use AI to write the first draft, then polish in your own tone.
Use post scheduling to stay consistent without weekly hassle. Schedule posts 2-4 weeks in advance with Buffer or Hootsuite. Recently, LinkedIn also rolled out native scheduling for LinkedIn posts directly on the platform for job, events and services posts.
You don’t need to be a creator — just a clarity engine
You don’t have to become a thought leader. You don’t need a newsletter or YouTube channel (yet).
You just need to share your clearest thinking regularly, based on what your buyers are wrestling with — not what your product can do.
