The physics of B2B content marketing

Confession time.

I might be a nerd.

Back in the day, I used to tutor engineering students in mechanics… and I think got far more enjoyment out of solving those practice problems than would be considered healthy.

In fact, this is right about the time where my wife starts to look at me cockeyed with a furrowed brow.

Because even though she also has an engineering degree, for her, solving physics problems is the equivalent of the slow graze of a far-too-small piece of chalk across a slightly-too-smooth chalkboard (with some accidental fingernail dragging thrown in the mix).


Yesterday I mentioned that you can think of the objective of B2B content marketing like creating a gravitational pull towards what you have to offer.

Attract your audience into your ecosystem, and give them opportunities to discover your value proposition, rather than attempting a direct ask.

So I figured, why not run with the analogy?

Worst thing that happens is you write me off as a total weirdo, right?

Here’s what this content marketing “equation” might look like mapped to Newton’s law of universal gravitation:

physics of content formula

Your “body of work” is the attractor, and the more frequently you add to this body of work, the more it grows and becomes more powerful.

Here’s what that might look like in the early stages (thanks to my handy-dandy gravity simulator which you shouldn’t click on if you have work to do):

physics of content small

Your content (the small sun-looking yellow blob), slowly starts to attract the attention of a select few people in your target audience (the even smaller blue dots). The interactions are infrequent, but they do happen.

Then, you add to your body of work.

You write, or podcast, or publish videos… and you build over time.

Eventually, you accumulate, say, 5x the amount of valuable information, and the dynamic changes:

physics of content large

Even within the same context of just a few prospects who are paying attention, your ability to attract and interact with those individuals increases significantly.

Now you go in search of a new way of distributing your content.

Whether that’s on LinkedIn, your website, your email list…

That increases the number of eyeballs exposed to that body of work, and the number of interactions starts to accelerate further:

physics of content more

And finally, let’s say your content gets better over time.

You’re able to better articulate the problems that exist in your space, which allows you to meet your prospect’s attention “closer to home.”

Now our content attractor is really creating some movement:

physics of content closer

Pretty cool, eh?

Here’s the point:

If you’re going to play the “attraction” game, it’s a multivariate equation.

It’s not just about publishing useful content.

It’s not just about how often you do so.

It’s not just about where you’re doing that so that your audience sees what you’re publishing.

And it’s not just about mapping what you’re creating as close as possible to the problems your audience is interested in solving.

It’s about all of those things… and improvements in any one of those variables will contribute to the success of the whole.

Who knew you were signing up for a physics lecture this Friday?

Have a great weekend 🙂

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