Building a B2B Content Machine

Hi there —

This article might just change the entire course of your 2025 B2B marketing strategy.

You see, we like to create and then give away REALLY helpful content every week. 

It’s our entire marketing strategy. And it’s working, really well.

We’ve grown SaasRise from $0 to $4M ARR in just 18 months using this exact strategy. We just passed 500 members today of the community — so we’re giving away the guide to how we’re doing it (below).

The whole key is to not do passive-marketing, but proactive marketing to your target audience.

In this free in-depth guide, I’ll be sharing with you exactly how we are doing it.

All right let’s jump into the full guide BELOW on how to set this up so that you can supercharge your brand awareness and qualified leads pipeline…

Now, let’s jump right in to the free guide! Read it below in the email or open it as a Google Doc here. 

Creating a B2B Content Marketing Machine
By Ryan Allis, CEO of SaasRise

This article details the modern approach to B2B content marketing that has allowed SaasRise to grow from $0 to $4M ARR in 18 months.

It explains how traditional SEO-driven inbound marketing is dying due to the rise of AI-generated answers and shifts in search behavior. Instead of relying on old inbound tactics, at SaasRise we use a multi-channel content distribution strategy that uses ABM list building + outbound + ads + weekly newsletters + LinkedIn thought leadership ads.

Have your marketing team copy this model for your own company.

In our experience it works for any B2B firm with a clear target market.

Here’s exactly what we did…

1. First, we first built a comprehensive ABM lead list of our target audience of all 500,000 SaaS CEOs and founders in the world (using tools like Clay, Apollo, Instantly, and ListKit).
   

2. Then, we built a B2B content machine—a system that generates super high-quality content that is actually helpful and worth reading (like this), distributes it weekly to this audience across multiple channels, and ensures our target market sees our brand repeatedly (via AI-personalized outbound outreach on Instantly, our weekly email newsletter on BeeHiiv, thought leadership ads on LinkedIn distributed to a matched audience, and retargeting ads on Meta, Google, LinkedIn, and Adroll).

The result? 2.5 million content impressions per month within our niche, making our brand appear omnipresent within our ICP. These content impressions directly lead to 300 new applications to join our community per month, which turns into 40 new paying members per month.

How Many Content Impressions Are You Getting Today

So, how exactly do we get 2.5 million impressions per month of our super high-quality content within our tight niche of just SaaS CEOs and Founders?

Here’s our actual KPI tracker for our content machine results. You can copy it / steal it / use it for your company!

Now that we’ve got the basics down, let’s keep going into more and more granular detail.

Four Steps to B2B Content Marketing Success

B2B content marketing success in 2025 all comes down to doing four steps right…

1. Start By Generating Your ABM Lead List - Consider this your audience, the people who are likely to have the problem your product/service solves. Find them by observing trends in current customers based on industry, job title, location, employee count, or even the keywords they have in their LinkedIn headline or summary. You can build this on Clay, Apollo, Instantly, and ListKit. 

   1. Once you know who you want to market to, send them outbound prospecting emails using Instantly, outbound LinkedIn reachouts via HeyReach, and start showing matched audience ads to them using Meta, LinkedIn, Google, and Adroll. Don’t passively wait for inbound marketing results. This is B2B. Get proactive and in front of your target market! 

   2. The old Hubspot model of “Inbound” through lots of mediocre-SEO focused content is dying as SEO dies out and is replaced by AI answers at the top of Google and people shifting to ChatGPT and Perplexity for AI-driven results. 

   3. While Inbound SEO worked EXTREMELY well from 2002-2023 to generate B2B leads, it’s now dying out as AI takes over. Welcome to 2025. Time to adjust your B2B marketing methods. Don’t believe me that Inbound SEO is dying? Just take a look at the below screenshot of Hubspot’s organic search traffic over the last six months. Hubspot Organic Traffic has declined 65% in the last 6 months as people move away from search engines toward AI summaries. 

2. Create One Piece of Great New Content Per Week - I produce one flagship piece of high-quality content every Monday (like this article)
   

   1. Remember, it’s great content that turns strangers at the top of your ABM lead funnel into leads, prospects, customers, and ultimately evangelizers.
      

   2. BTW… this very in-depth article was produced in just 2 hours, feeding an AI-generated transcript of a presentation I did on this topic last Thursday into ChatGPT and then taking two hours to add images and manually edit it into something GREAT! (if you want to lead your niche, there’s no use sending out stuff that isn’t world class)

3. Distribute Across Multiple Channels - My team of two (Head of Growth and Head of Sales) distributes and re-purpose that content I create across multiple channels (newsletter, blog, LinkedIn, ads) to our target audience of SaaS CEOs and Founders.

   1. Using thought leadership ads (aka boosted organic posts) on LinkedIn (way cheaper than regular LinkedIn ads)

   2. Using matched audience ads on Meta, LinkedIn, and Google
      

4. Tracked Content Impressions Monthly - I track how many content impressions we’re getting within our by adding up:

   1. Email Opens (Warm BeeHiiv Emails + Cold Instantly Emails)

   2. Ad impressions (Meta, LinkedIn, Google, Adroll, Bing)

   3. LinkedIn organic post impressions with our target market (Thought Leadership Ads to a Matched Audience from our ABM Lead List)

   4. Video views (Wistia + YouTube)

   5. Website views 

By executing this playbook, we’re now generating 2.5M+ impressions per month and are adding 40+ new SaasRise members per month.

Total effort? 5 hours per week (3 hours from me to write content plus 2 hours from our team to distribute it on multiple channels).

Want to go one layer deeper and learn how we do this? Let’s go…

Here’s exactly how you can do the same inside your company…. Let’s break it down…

The Details If You’re Actually Going to Do This

Step 1: Commit to 3 Hours Per Week of Content Creation

The foundation of a great content machine is creating one high-value content piece every week. This doesn’t mean churning out generic, low-effort blog posts (does this post seem low-effort). It means producing insightful, actionable, and data-driven content that your audience actually wants to consume.

Create content that is so good your audience can’t turn their eyes away from it. 

I call this Content Porn (cheeky but memorable). Thankfully I’m my own boss so I didn’t have to get that title approved by corporate.

How to Consistently Generate High-Value Content

• Focus on pain points and common challenges your customers face

• Use customer feedback and sales conversations for ideas

• Look at top-performing competitor content for inspiration

• Use AI tools like ChatGPT or Pressmaster AI to interview you to get great content out of your head and into writing or video

• Feed transcripts of interviews with your CEO/Founders or your marketing webinars into ChatGPT to turn them into articles ready for any format/length

Content Formats That Work Well

• Deep-dive guides (like this one)

• Case studies showcasing real-world results

• Webinars and video breakdowns

• Podcast-style discussions with industry experts

• Data reports and industry benchmarks - everyone loves to compare their firm

• Short Video Snippets 15-60 seconds that can used as ads

Once the content is created, it’s time to distribute it—and this is where most companies fail. They post one piece of content per month to a small 5,000 person newsletter, put it up on their blog, and call it a day.

If a reindeer pooped in a forest, would anyone know? (Probably my favorite line in this whole how-to guide). 

In B2B, you can’t just BE a purple cow, you have to also distribute your purple milk to your purple people.

Any Seth Godin readers out there? If not:

• Purple Cow = A Brand That Truly Stands Out in the Marketplace

• Purple Milk = Content That Stands Out in the Marketplace

• Purple People = Your Target Audience of Potential Buyers

The key point: STAND OUT with GREAT content.

Step 2: Master the Art of Content Distribution

Creating great content is just the beginning. The real power of a content machine is in how well you distribute it. We use a multi-channel approach to maximize reach.

How We Distribute Each Content Piece

• Newsletter: Sent to our 340K+ subscribers every Monday

• LinkedIn Posts: 2-3 posts per week repurposed from the article

• Retargeting Ads: We turn blog content screenshots into retargeting ad creatives

• Webinars: We turn content into live and recorded webinars, then distribute the videos

• PDF Lead Magnets: Some articles become downloadable reports

• YouTube & Podcasts: If video-based, we push content to YouTube and Wistia

Each of these channels amplifies our content’s reach, ensuring that the right people see our content multiple times.

Using Paid Ads to Boost Content Reach

David our head of growth is a paid ads expert.

He runs LinkedIn, Meta, Google Display, and Adroll to distribute our content even further. Here’s how:

• Retargeting Ads: Target visitors who engaged with past content

• Lookalike Ads: Target people similar to our best customers

• Matched Audience Ads: Serve content to the people on our ABM Lead Lists

Our ad budget is optimized for engagement, ensuring every dollar is spent on maximizing our content’s impact – but only showing ads to people within our ICP.

Step 3: Track & Optimize Content Performance

What gets measured gets improved. We track five key metrics to refine our strategy:

1. Total Ad Impressions (How many people saw our content via ads?)

2. Total Email Opens (How many engaged with newsletters?)

3. LinkedIn Post Impressions (How far did our organic posts reach?)

4. Website Visits (How much traffic came from our content?)

5. Video Watch Time (How long are people consuming our videos?

Here’s our tracking template that I mentioned earlier. You can copy it / steal it / use it for your company!

Key Takeaways from Our Data-Driven Approach

• You aren’t going to build Rome in one week. Give it time. It took us five months to go from 0 to 1 million content impressions once we started tracking. Now we’re at 2.5 million content impressions per month.
  

• More frequent quality emails (2x per week vs. 1x) increased our new customers from 25 to 40 per month with only 2-3 hours more work.
  

• Boosting organic LinkedIn posts for $35/day dramatically increased our reach. Create a “B2B creator network” of affiliates who agree to re-post your LinkedIn posts in their own words and then pay to boost their posts – giving them AND you more exposure.
  

• Retargeting ads to past visitors delivered the highest ROI of any channel.

Tracking these KPIs ensures we’re not just creating content for the sake of it, but actually driving revenue.

Step 4: Scale Your Content Machine with a Lean Team

Building a content machine doesn’t require a massive team. We operate with just four key roles:

• Content Creator (You or a Writer) – Writes long-form articles

• Growth Marketer (Ads & SEO Manager) – Handles distribution

• Sales Development Rep (SDR) – Engages warm leads

• Video & Design Lead – Edits videos and creates graphics

If you’re bootstrapped, hire a Virtual Assistant for content repurposing and distribution.

You can get an 80 hour per week well trained EA/VA for just $699/month from Wing Assistant who can repurpose and distribute your content for you, or if you want even better quality EAs go with RooCruit (quality + cost balance) or Athena (best quality and training).

We have only 5 people in our entire company (at $4M ARR, quite efficient)

• CEO (me, serves as content creator)

• Head of Growth (David, the ads guy)

• VP Member Success (Salman, also helps create some content)

• Head of Sales (distributes content into multiple formats for me)

• SDR (follows-up with warm leads)

We don’t have any engineers as we use a private labeled community for our software platform (Circle) and combine that with Slack + WhatsApp + Zoom.

Step 5: Use AI for Faster Content Editing & Reformatting

AI tools help us scale content production without losing quality:

• Pressmaster AI – Helps generate high-quality articles by interviewing you about your article and then generating a first draft that you can then edit (use HQ mode)

• ChatGPT for Content Repurposing – Converts articles and blog posts into LinkedIn posts and any other desired format (use ChatGPT DeepResearch for really complex topics)

• Riverside.fm – Generates high-quality podcast and webinar clips

• BeeHiiv – Automates email marketing sequences and newsletters

AI is a tool, not a replacement—use it wisely to enhance your content strategy. Don’t start with an AI generated article as it will just be regurgitated crap. Start with something created by a true expert who understands your market and then use AI to reformat/repurpose/improve the content. 

Step 6: The Role of Video & Podcasts in Scaling Engagement

Video is an essential component of a modern content machine. Here’s how we use it:

• Short-form clips: We turn long-form content into 15-30 second ad video clips for LinkedIn, Instagram, and Facebook using Riverside.fm Magic Clips

• Video Podcast Interviews: You can host industry experts monthly to create compelling video content that can be distributed to your weekly newsletter

• Webinar repurposing: We turn educational webinars into on-demand video content

We post our content to Wistia (good for linking within your newsletter) and YouTube (good for extra distribution).

We track watch time and views to improve video content every month. 

We’re just getting going with video – though last month in Jan 2025 we did have over 1300 hours of video watched in our Wista account (not bad considering there are 730 hours in a month).

Final Takeaways: How to Build Your Content Machine in 120 Days

• Build a massive list using lead prospecting tools like Clay, Instantly, Apollo, and ListKit

• Send automated outbound sequences via email and LinkedIn

• Create one flagship content piece per week and distribute it everywhere

• Track key content performance metrics and refine based on data

• Use AI tools to edit and repurpose content production efficiently

• Invest in a monthly video podcast to create great content easily.

If you follow this playbook, you’ll build a dominant content engine that generates millions of impressions per month and establishes your brand as an industry leader.

I hope this guide helped! Let me know your thoughts, and I’ll see you next time with another deep dive.

Ryan

P.S. - If you want the full SaaS Growth Course, it’s free inside the SaasRise community. Apply to join here and start your two-week free trial today.

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