Episode 95

full
Published on:

22nd Jan 2025

95: Beyond the 80/20 Rule: The 4 Level Hierarchy to Linkedin Content - with Erica Schneider, Founder of Cut the Fluff

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In this episode of "Women in B2B Marketing," host Jane Serra interviews Erica Schneider, founder of Cut the Fluff and a B2B content expert. Erica shares her unconventional journey from teaching English in Thailand to becoming a content marketing leader. They discuss the importance of simplicity in writing, the concept of "content sparring," and the need for marketers to adapt to evolving market signals. Erica highlights common pitfalls in B2B marketing, particularly on LinkedIn, and advocates for a conversational, relatable approach to content creation.

Erica and Jane discuss:

  • How Erica stumbled into content marketing and learned the trade through various roles
  • The importance of simplicity in writing
  • Erica's journey to becoming a solopreneur and the challenges of building a personal brand
  • The concept of "content sparring" for collaborative content development
  • Adapting your content - and career - to evolving market signals
  • Common mistakes in B2B marketing, especially on LinkedIn
  • The need for conversational content to foster genuine engagement
  • Balancing entertaining content with business objectives
  • Erica's 4-levek framework for categorizing LinkedIn content (e.g., marketing the problem, building in public)
  • Authenticity in sales content and building trust
  • Finding and maintaining your authentic voice and personality on LinkedIn
  • The three phases of launch content: pre-launch, launch, and post-launch

Key Links:

Guest: Erica Schneider: https://www.linkedin.com/in/erica-schneider66/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

Erica's Website: https://www.ericaschneider.me/

Launch Content Playbook: https://launchcontentplaybook.com/


Rob Lennon: https://www.linkedin.com/in/rob-lennon/

Rob's AI Tool: https://reactor.is/


The Ezra Klein Podcast: https://www.nytimes.com/column/ezra-klein-podcast

Wes Kao Newsletter: https://www.weskao.com/

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About the Podcast

Women in B2B Marketing
A weekly podcast dedicated to motivating marketers at all levels in their careers through real-life stories. Our goal is to inspire listeners to achieve more, strive for success, and feel a sense of understanding and community.
Women in B2B Marketing is a weekly podcast dedicated to motivating marketers at all levels in their careers through real-life stories of victory and defeat, challenge and triumph. Our goal is to inspire listeners to achieve more, strive for success, and feel a sense of understanding and community.

This is a place where CMOs, VPs of Marketing, and all strong women B2B marketing leaders discuss their top tactics, strategies, and tips for building teams, leveraging trends, and ultimately rocking their marketing careers - however that looks to them.

Leading marketing teams everywhere from fortune 500s to startups and challenger brands, these women share their stories of rising to the top - and how they overcame any obstacles that came their way.

Made by and for women, insightful for all.

Podcast Host: Jane Serra, 17+ years in B2B marketing across all industries from SaaS to Marketing Agencies and International Outsourcing.

LinkedIn: https://www.linkedin.com/in/janeserra/

Instagram: https://www.instagram.com/womeninb2bmarketing/
Twitter: https://twitter.com/womeninb2bmktg

About your host

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Jane Serra