Hello and welcome to the 102nd edition of Fresh Salmon.

I'm delighted to have you here, and if you want to read past issues, you can do so here.

Fresh Salmon is one of the fastest growing newsletters in the B2B arena, thanks to your continued support and trust. Thank you very much!

It is comments such as these that provide me with fuel for my fire. Piyush, thank you for your kind words.

Now let's get started…

From "Faceless" to "Recognized Experts"

We have witnessed a fundamental change in the digital landscape, fundamentally changing the way we discover, learn, and connect.

Throughout this evolution, we have moved from what I call the "Era of Faceless Learning" to the current "Era of Recognized Learning". 

Gone are the days when our quest for knowledge began with a blind search, trusting the faceless entities behind the top search engine results. We used to be guided by brands' perceived authority, discernible only by their URLs in a sea of search results.

As the digital world grew more sophisticated, so did our methods of seeking information. 

Social media brought a new paradigm, enabling direct connections with recognized experts in desired fields.

The shift from a search-centric to a social-centric internet is not merely a passing trend, but a profound change that influences our daily preference for social platforms over traditional search engines.

In this new era, the art of growing a social media following hinges on the principle of "niching down" content.

The initial impression of someone's social profile is crucial; it should clearly signal their expertise in one or two closely related areas. This clarity and focus in content creation are what attract followers, providing them with the value they seek. 

Conversely, scattered or unfocused content often leads to confusion, failing to capture the fleeting attention spans of today's digital audience.

This evolution necessitates a reevaluation of the traditional B2B Content Marketing playbook. 

The previous search-first, social-second strategy is now obsolete, replaced by a model that prioritizes social engagement as the primary means of discovery and connection. 

This shift signifies a transfer of content creation power from companies to individuals on social media, where authentic, people-driven content now reigns supreme over the "faceless" content produced by brands, which often suffers from low engagement.

For B2B companies navigating this new digital terrain, a dual strategy is essential: intentional investment and insightful engagement. 

Investments should be directed towards social platforms and initiatives that enhance engagement, while engagement strategies should be crafted with a deep understanding of the social ecosystem, recognizing that genuine, people-centric content is the new currency of digital interaction.

At its core, the transition to a social-centric internet requires businesses to pivot strategically, prioritizing people over products. 

This is also the reason why B2B companies might want to lean on the B2B Creators. They are subject matter experts with a loyal following.

Getting more distribution for their content would be a huge benefit for B2B companies who partner with B2B creators.

This is a huge transformation in the content marketing world. I would even say that - back in the days, content marketing was part of online marketing, but today, online marketing is content marketing. 

By adopting a people-first approach, businesses can unlock unprecedented opportunities for growth, engagement, and connection in our intricately connected world. 

This approach not only aligns with the current digital zeitgeist but also positions businesses to thrive in the evolving landscape of digital marketing.

LinkedIn Audience Expansion

A new way of leveraging LinkedIn is on the horizon: Audience Expansion.

The rationale? 

You can use it as a powerful method to organically extend your follower base, particularly during the early stages of your business when there are few opportunities for discovery.

It is a well-established tactic that is used across all principal social networks. Among YouTubers, collaborations remain a popular strategy. Synergy is evident when your target demographics align.

Every one of these methods represents a natural path to discovery with an inherent endorsement that enhances credibility.

Podcasts - how do they work?

Discovery continues to pose challenges for podcasts. Solution? Become a guest on another podcast.

LinkedIn finds itself in similar waters. Leveraging each other's audience on LinkedIn is reflective of a collaborative spirit seen in other media, underscoring the importance of mutual engagement and the benefit of reaching like-minded individuals. 

Taking this approach not only enhances your visibility, but also builds trust and authenticity, two essential components of the digital age’s currency.

Interesting Thing That I Read This Week

This is an excellent point. Think of content journey as YouTube's, you watch one video, and then 30 minutes later you realize that you have watched several videos. There is a purpose behind the entire setup. All of it is intentional.

Tweet That I Noticed This Week

Decision-making explained at its finest by James Clear. Saw someone share an excerpt from his 3-2-1 newsletter. PURE GOLD!

What Do You Think?

This concludes this edition of Fresh Salmon.

I would like to hear what you thought of today's newsletter.

Also, let’s connect on Twitter, LinkedIn, or TikTok.

Cheers,

Vivek

PS. I love you ❤️