Traditional lead magnets with gated content are not just ineffective—they're counterproductive. Alex advocates for making all expertise publicly available rather than trading contact information for content. The new "lead magnet" equivalent is high-value experiences like exclusive events or conferences that justify the contact information exchange.

Social algorithms actively suppress posts with external links. Instead of driving traffic off-platform, create zero-click content that delivers full value within the social platform itself. Let prospects search for your brand when they're ready rather than forcing immediate action. This approach generates significantly higher reach and creates a content ecosystem that builds brand awareness.

Rather than relying solely on founder-led content, establish 3-4 key voices across the organization (founders, head of marketing, head of go-to-market). Create one piece of core content, then remix it across these different voices with unique perspectives. This multiplies content output while maintaining consistent messaging and creates multiple touchpoints for prospects.

The most effective B2B content sits adjacent to your product rather than directly describing it. Alex's previous "Customer Hat" podcast never mentioned their retention software but explored how brand owners actually shop, revealing the disconnect between their advertising strategies and personal buying behavior. This tangential approach draws new audiences who wouldn't engage with product-focused content.

B2B buyers use the same emotional decision-making processes as consumers. They buy on emotion, find solutions through research, then rationalize with logic. Create content that acknowledges buyers as complete people—not just professional personas—by mixing business insights with personal interests and humanizing moments.

Avoid the common B2B trap of leading with problems, which immediately raises buyer defenses. Instead, position your solution as removing barriers that prevent buyers from achieving their goals. Frame the narrative around enabling capabilities rather than fixing deficiencies. This creates a collaborative rather than accusatory dynamic.