"95% of people who land on your website aren't ready to buy today."

That stat should terrify most B2B marketers. Why? Because they're still creating content like it's 2010, pushing product features to people who aren't even close to buying. Only to be left wondering why they’re not converting.

But not Alex Lieberman. He scaled Morning Brew to $75 million by making content sexy. Now, he’s on a mission to save B2B marketing’s soul through his agency, Storyarb.

We spoke with Alex to learn about his 3-pillar playbook, and why it’s the base content system every B2B company should deploy.

Alex Lieberman’s 3-Pillar Playbook for B2B Content

Most B2B companies have the same marketing problem: they’re doing “everything” and still struggle to see results.

That’s why Alex’s agency no longer follows the typical blueprint.

Here’s how they make it happen:

The 3-pillar content playbook

1. Long-form subject matter expert content

This is the heart of Alex’s playbook: deep-dive, valuable long-form content your audience actually gives a damn about.

The key differentiator is that content doesn't have to be written by an industry expert (who won’t have the time or expertise to sit down and write engaging content). 

Instead, the goal is to interview experts and gather valuable insights to craft content that actually helps your audience. 

That could mean outsourcing content to a team like StoryArb or tapping internal comms/marketing. The burden doesn’t need to be on a company’s most valuable resources (founders, execs, etc.).

Alex’s pro tip: Keep this content gated behind an email capture to grow your newsletter and nurture leads who aren’t ready to buy yet.

2. Editorial newsletter

Owned channels are where the magic happens. Why wrestle with algorithms when you can build genuine trust right in someone’s inbox?

The strategy is simple: A newsletter that delivers value, keeps them hooked, and gently reminds them, “We’re the answer when you’re ready.” Stay top of mind, while continually providing value. All without asking for anything in return.

3. Executive social posts

To complete the holy trinity of B2B content, Alex suggests executive social posts. 

Take the long-form insights and nuggets from the newsletter, then repackage them into social posts (LinkedIn posts and Tweets).

When you use all three of these pillars together, they form a powerful, integrated system that grows your audience and pipeline over time. 

Alex uses Sam Parr (and Hampton) as an example. 

Now your foundation is in place, it’s time to get tactical.

The content tactics working right now

Content engines aren’t just about looking cool online - they have to drive leads today and build an audience for tomorrow. But most B2B content barely does either.

Thankfully, Alex has receipts on what’s working:

1. LinkedIn thought leadership ads strategy: Take your best organic posts and amplify them with ad spend. That’s exactly what Fuel Finance is doing with their CEO’s posts. The result? Authentic, high-value content that delivers ROI.

2. Converting expert conversations into webinars: Turn those subject matter expert interviews into public-facing webinars. Transform them into evergreen assets that continuously drive email subscriptions. It's about getting double the value from conversations you're already having.

3. Turn your content into sales ammunition: Package your expert insights into ready-to-use emails for your sales and customer success teams. This is the secret sauce to make sure your content marketing actually drives revenue conversations.

How will you know it’s performing? According to Alex, focus on two key metrics – attributable demos and email captures. If these numbers aren’t where they need to be, then you know it’s time to course-correct.

Now you've got the tactics down, let's look at how to put this into action...

Alex’s operational tips

You've got the strategy and tactics. But turning it into a well-oiled machine? That's where most B2B companies crash and burn.

Alex broke down exactly how his team turns this system into a repeatable process you can replicate (even if you don't have an entire content team):

• Tech stack: To keep things running smoothly, you'll want a solid set of tools for interviews, content creation, and tracking.

• Content team structure: You don't need a massive team, but you will need a content strategist who can conduct the interviews, write the content, and turn all the expert insights into solid, engaging pieces for your audience.

• AI workflow integration: Alex suggests using tools like Copy AI to streamline your content process. The key is having AI handle the initial draft while spending focused human time on voice and flow to ensure the content feels authentic.

If it sounds simple, it’s because it is. And there’s a big opportunity for the B2B companies who act fast…

B2B’s "problem" is your biggest opportunity

Here’s the reality: B2B content is a mess right now.

And that's your biggest opportunity.

While most companies hide behind safe, corporate content, the bar for standing out has never been lower. The fix? Stop thinking like a B2B company. Start thinking like a media company:

• Create content people actually want

• Build trust before selling anything

• Take creative risks while others play it safe

P.S. Do you (or someone you know) want to be interviewed for AskCMO? We’re looking for 2025 guests now. If you’re a CMO or senior-level marketer in B2B, please fill out this form and we’ll be in touch.

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