Is content an act of marketing or sales?
Most will think it's an act of marketing, which is not untrue. But in reality, if you’re not treating content as a core component of your sales engine, what are you really doing?
Content is absolutely the fuel that drives your engine forward. That and the moments you create with your prospects along the way.
And of course, there is a side benefit to leveraging content properly in your sales engine. It gets published and is therefore visible.
But you can’t control who sees it, for example, in the LinkedIn feed. That's down to the algorithm. Therefore, you’re leaving it to chance.
Chance encounters for those who ‘might’ see your thinking.
But what if there was a better way?
Well, that's sales led content, rather than content marketing.
And that's why, at Friday Solved, we invest so much energy and love in sharing the best knowledge we can across our channels.
So to help, we thought it useful to share what we’ve learned by posting consistently for 150 weeks.
Why this matters
Buyers don’t make decisions in a vacuum.
They make decisions in a landscape shaped by what, and who, they already know. And that’s the point about decision-making and the trust that goes behind it. Buyers trust familiarity. The fastest way to build that familiarity is through showing know-how, helping people learn and consistent knowledge sharing.
Enter sales-led content.
And as part of a comprehensive sales strategy, and engine to power it, content becomes the fuel to keep you going.
Because content does something outreach can’t do on its own.
It works before the call, between the calls, and long after the call. It lays the groundwork. It warms the market. It creates mental availability. By the time a prospect speaks to you, they’ve already bought into the way you think.
And here’s the part that can often be underestimated. Writing forces clarity. And when you publish consistently, you quickly find out whether your positioning is sharp or vague. Whether your proposition is differentiated or generic. Whether the problems you say you solve actually matter to the market.
And, over time, this builds into something far greater than a set of posts or random acts of marketing. It becomes an asset. A body of work. A track record of expertise. And this is where the real commercial impact kicks in and feeds your follow-up approach.
Because one post won’t change your funnel.
Ten won’t either.
But 150 will.
And so will all of the content that falls off the back of them.
Not because of virality.
Because of compounding results.
Compounding reach.
Compounding trust.
Compounding clarity.
Compounding authority.
Every piece becomes another touchpoint. Another reason for a prospect to remember you. Another moment where someone in your ICP says, “These people get it.” Eventually, you’re not just participating in the conversation. You’re shaping it.
So why does this matter?
Because in a market where everyone is selling, the people who consistently teach win.
And publishing week after week forces you to become the kind of business that u7buyers want to buy from. Informed, visible, useful, and unmistakably credible.
What we’ve learned
As we explained in our article last year, which was titled 100 articles in 100 weeks, we’re here to share what we’ve learned driving that consistency forward for another year.
Because publishing 150 weeks of content teaches you a lot about sales, markets, and yourself. Not in theory.
Firstly, good content beats loud content. Every time.
The internet is full of noise. Hot takes. Outrage posts. Performative vulnerability masquerading as insight, and my least favourite, the vanity post. But more on personal branding later!
And the solution to this is relevance. Because it’s easy to create noise. But it’s much harder to create reach and be relevant. Noise without relevance is worthless.
What actually moves the needle in a B2B sales engine is clarity, not volume. Good quality content that explains a problem better than your competitor. Content that helps a buyer understand their world differently. Content that shows your thinking, not your theatrics.
Quiet authority outperforms loud irrelevance.
And when you consistently publish content that actually helps people, you don’t just build attention — you build trust.
Your best ideas don’t come from brainstorming. They come from conversations
After 150 weeks, one pattern is obvious.
The most compelling ideas are the ones that emerge from real conversations.
A sales call where someone describes a painful bottleneck.
A client who says, “We’ve tried that, and it didn’t work.”
A founder wrestling with positioning.
A team stuck in the messy middle of growth.
These moments give you the raw material for your next article, post, or video. Not theory, but lived experience. The content that resonates most is usually the content you didn’t have to invent; it’s the content you uncovered.
When you stay close to your clients, you never run out of ideas.
When you drift away from them, your content becomes generic.
You move from creator to category narrator.
This is the big one.
At some point, after enough publishing, something shifts. Your market doesn’t just consume your content — they start adopting your language. Using your frameworks. Quoting your ideas. Referencing your principles on calls.
When prospects start saying,
“Yeah, I remember you talked about that…”
or
“We’ve been thinking about your point on X…”
You’ve stopped being a content creator.
You’ve become the narrator of the problem space.
This is where the real leverage sits.
Because once you shape the narrative, you shape buyer expectations.
And once you shape expectations, you shorten sales cycles.
You move upstream.
You become the safe, obvious choice.
And none of this comes from clever hacks.
It comes from publishing consistently, with intent, over a long enough period of time to change how your market thinks.
Growing your reach
Most content creates reach, but good quality content compounds results over time.
It means your audience keeps coming back for more of the good quality content, it’s more shareable, and even putting it really simply, they’re more likely to click and read/watch it if it's good.
How does that show up for us?
This time last year, our content performance on LinkedIn was 251,415 over a 365-day period.
This year, we’ve grown by 40% YoY. Which is pretty good. Yes, we’ve posted a bit more, but the results are really coming from the compound results based on the quality.
Reach gets a bad reputation because people confuse it with vanity metrics. But reach — real reach, in front of the right audience, is the pipeline.
Every new follower is another potential touchpoint.
Every share is borrowed credibility.
Every comment is another micro-interaction that strengthens recognition.
And reach compounds.
Your early audience becomes your distribution network.
Your ideas travel further each quarter.
Your brand becomes discoverable in ways that outreach alone could never deliver
Growing reach isn’t about chasing numbers. It’s about expanding the surface area through which your next customers can find you.
Video
If content builds familiarity, video accelerates it.
And if you’re not investing in video now, you need to start quickly, because not only is video becoming increasingly important on LinkedIn. Crucially, other channels like YouTube are still hugely under prioritised for getting your message out there and for continuing to build credibility.
Why?
When people can see your face, hear your voice, and feel your confidence, something changes.
The barrier to trust lowers.
Your authority becomes tangible.
Your tone becomes part of your brand.
And the really exciting thing is that video doesn’t need high production value. In fact, on LinkedIn, the more natural and raw the better. Having something out there that gives clarity and answers, and that you’re posting consistently, wins the day.
Talking-head videos. Short explainers. Quick walkthroughs.
These formats build trust at speed.
And importantly, it can be produced just as quickly!
Newsletters
Your newsletters are the backbone of your audience ecosystem.
They’re great ways to identify potential prospects, and importantly, you’re in control of your audience, the narrative, and, of course, the cadence.
Let's start with LinkedIn newsletters
We’ve learned that by continuing to leverage the LinkedIn newsletter, we’ve created a highly engaged audience that is growing. Using the newsletter function that comes almost out of the box with LinkedIn is a no-brainer.
First, when you launch your newsletter, every one of your existing followers or connections is notified in the app or by email.
Secondly, every issue, your subscribers get an email about it too. Which is a brilliant feature, on top of the fact that it still hits the LinkedIn main feed as a post like any other item you publish.
Thirdly, it gives you data to work with. Not the analytics; as in true LinkedIn style, it's a very limited feature set. But in terms of the subscriber data. You can bring that back into your demand generation and nurture flows and then do cool things with it!
So the downlow? They expand discoverability, and if you write well, LinkedIn will put your work in front of people you’d never reach otherwise. It’s an incredibly efficient top-of-funnel channel.
What about email newsletters
Email is where intent gathers.
If someone gives you their address, they’re not a casual reader. They’re leaning in. And email lets you build depth, consistency, and commercial proximity.
This gives you a great chance to add significant value and control the narrative. But often the problem is getting subscribers.
Yes, you’ve got your newsletter sign-up form on your website. But often that raises eyebrows and very slow acquisition. Other than that, if you’re leveraging your CRM data, then that's probably where the mainstay of your data is coming from. But that's not hugely scalable. Although that also doesn't mean you shouldn’t leverage the channel.
Done is always better than perfect, and getting good content out this way is advisable, given the levels of opt-in your subscribers have gone through.
But you can scale your subscriber acquisition. And if you know Friday Solved at all, we love a good recipe. And this recipe means combining your demand generation engine and leveraging your email newsletter sign-up flow as the trigger.
It’s an incredibly good campaign recipe that gives you scale, a chance to validate your audience, and keeps the relationship sticky.
Company pages
Company pages are one of the most misunderstood assets in a modern B2B sales engine. They don’t behave like personal profiles. They don’t attract large audiences. They don’t generate big impressions.
But that's ok, because they’re not designed to be popular. They are designed to be credible.
They exist for a very specific audience, at a very specific moment in the buyer journey.
The moment someone is actively evaluating whether to trust your business.
Most people don’t “follow” company pages. They inspect them. Visits are intentional, not casual. No one scrolls them for entertainment. Instead, prospects land on your page with questions they urgently need answered:
Is this a real company?
Are they stable?
Do they operate consistently?
Do they look like they know what they’re doing?
Would I feel confident spending money with them?
So what we’re talking about is that your company page gives structure to your brand.
When a prospect visits your page and sees a track record of consistent updates, a clear articulation of what you do, cultural alignment, and signs of operational maturity, it creates something powerful: commercial reassurance.
It demonstrates capability and culture in a way that personal profiles simply can’t
That's the cultural indicators. Values, behaviours, internal wins, celebrations, principles.
These are not “fluffy” signals; they influence whether a client believes your team will be easy to work with, reliable, collaborative, and aligned. In competitive deals, culture is often the deciding factor. Your company page becomes a window into your organisation’s character. becomes a “popular” destination.
The personal branding trap
Before I start, I am a huge believer in personal brands. They’re incredibly important to solving sales.
However, as with most things, they can be used for good and for evil.
Good means showing up consistently, adding value and playing a bit of a game with the algorithm to give it what it needs, no matter what platform you’re on.
Evil means spewing garbage posts out, with pointless selfies and ridiculous epiphanies about the fact you stubbed your toe and want that taught you about running your business or over-the-top pictures of your dog or your kids.
Now, I’m not opposed to sharing personal stuff, and i love a cat, dog or pic of someone in a family setting. That definitely is personal branding.
But when that's all you post, and you don’t bring the value, all you’re doing is posting for likes.
And you’ll get them. Humans being humans, you will get the likes. But what will you be known for?
Without value, absolutely nothing meaningful.
So our advice is share appropriately, lead with value, balance the personal stuff with useful stuff and keep the cringe references to a minimum.
Long form is evergreen
Long-form content is one of the most durable, strategic, and commercially useful assets a B2B business can create, yet most businesses prioritise the more immediate gratification of a shorter form post.
That’s because long-form doesn’t behave like short-form. It doesn’t reward you instantly. It doesn’t deliver quick engagement. It doesn’t give you the immediate feedback loop that platforms like LinkedIn condition us to crave.
But that is precisely why long-form matters. Short-form content is built for the present. Long-form is built for the long-term. Short-form is your distribution mechanism. The way you spread ideas.
Long-form is your intellectual archive. The way you own ideas. And the moment you understand that distinction, your content strategy shifts from chasing visibility to building permanent commercial assets.
Long-form articles allow you to go deeper into topics that matter. You can unpack complex problems without oversimplifying them. You can explain how issues develop, what symptoms to look for, and why they persist.
You can show the logic behind your thinking, not just the headline. Buyers can follow your reasoning step by step, which gives them confidence that you’re not just capable of diagnosing problems you’re capable of solving them.
This level of depth isn’t possible in a short post. Short-form content introduces a thought; long-form content frames an entire worldview.
When someone reads a substantial piece of your writing, they don’t just understand what you think — they understand how you think. And that is the kind of clarity that moves people from awareness into genuine trust and value.
Consistency
Consistency is one of the most misunderstood components of a modern sales engine.
People talk about it as if it’s a character trait. Something you either possess or you don’t. But in practice, consistency is a commercial discipline.
It’s the quiet operating system beneath every high-performing content engine, every scalable outbound motion, every brand that feels “present” even when they’re not in the room.
Most people think consistency is about showing up frequently. It isn’t. It’s about showing up reliably. The difference is subtle but profound. Frequency is about volume. Reliability is about trust. And trust is what moves revenue.
Consistency also shapes how the market perceives you. When a business leader publishes sporadically, the market assumes the business itself may operate sporadically. When someone publishes only when they have time or motivation, prospects assume the same behaviour might apply to customer delivery.
But when you publish consistently over long periods, not bursts, but sustained effort, the market sees discipline, maturity, and reliability.
In B2B, those traits are commercially magnetic. Prospects want to work with businesses that feel stable and dependable. Consistency becomes a silent proof point: if they show up this reliably for themselves, they’re likely to show up this reliably for us.
And then there’s the compounding effect.
The part most people underestimate. Consistency multiplies reach, yes. But more importantly, it multiplies recognition. The more consistently you publish, the more familiar your voice becomes to your audience.
Familiarity accelerates trust. And trust accelerates commercial decision-making. Over time, your content stops introducing you and starts reinforcing you.
People don’t need to be convinced of your credibility when they’ve seen evidence of it every week for months, or in your case, years.
Over time, consistency becomes a promise to your audience, to your customers, and to yourself. A promise that you will show up.
A promise that you will keep thinking. A promise that you will keep improving your positioning, your narrative, your frameworks, and your understanding of the market.
It becomes part of your reputation. Part of your identity. Part of how people describe you when you’re not in the room.
Anyone can write one great post.
Anyone can publish one strong article.
Anyone can be inspired for a week.
Very few can maintain the consistency to make that effort count.
And that’s exactly why consistency creates an unfair advantage.
Let’s wrap this up
150 weeks of publishing didn’t just teach us about content.
It taught us about behaviour.
About discipline.
About the mechanics of how trust is really built in B2B.
Because when you strip everything back, here’s what becomes clear:
Content isn’t a marketing tactic.
It’s the connective tissue of your entire sales engine.
It warms the market long before your first outreach.
It strengthens every conversation in the pipeline.
It reinforces your positioning and exposes where it’s weak.
It gives prospects a reason to remember you, trust you, and eventually choose you.
And when you publish consistently, not in bursts, not in sprints, but consistently, you start to see the real outcomes:
- Your ideas tighten.
- Your narrative sharpens.
- Your ICP starts using your language.
- Your deals move faster because prospects already feel like they know you.
- Your follow-up becomes effortless because you’ve already built the context.
This is the part most teams underestimate.
Not the posts.
Not the reach.
Not the vanity metrics.
But the compounding.
The quiet accumulation of familiarity, authority, clarity, and credibility.
The stuff algorithms can’t manufacture, and competitors can’t copy.
Our 150-week journey made one thing undeniable:
- Content is a sales strategy.
- A pipeline driver
- A differentiator
- A long-term commercial asset hiding in plain sight
And the businesses that win the next decade won’t be the ones with the loudest marketing.
They’ll be the ones with the clearest thinking — published, consistently, in public.
So if you want scalable, predictable, sustainable sales?
Start writing.
Start teaching.
Start shaping the narrative your buyers use to make decisions.
And whatever you do, don’t stop.