What's up, it's Zayd.

Most B2B companies throw money at ads and pray something sticks. From Facebook ads to Google and LinkedIn ads, they just burn the cash and pray for leads. Meanwhile, we've built a content system that generates $1.5M in monthly pipeline without spending a dollar on promotion. Just a systematic approach to creating content that actually converts visitors into customers.

This week, I'm sharing the exact 17-step playbook we use at Valley to build a predictable content engine that drives real business results.

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Zayd’s Picks

My favorite finds of the week:

• ColdIQ’s framework for team-led content on LinkedIn (link)

• 6 common social listening mistakes and how you can avoid them (link)

• LinkedIn is about to become THE enterprise pipeline channel. (link)

• Habits that lead to PMF with founder-led sales (link)

• How to get a new saas site to DA30 for free (link)

The Content Engine Blueprint

Here's our complete 17-step system that took us from random posting to $1.5M in monthly pipeline:

Phase 1: Intelligence Gathering (Steps 1-4)

Step 1: Build Your Universe Map Create a list of all founders, opinion leaders, creators, and competitors in your space. Not just the obvious ones—dig into emerging voices, niche experts, and adjacent industries.

We track 200+ people across sales tech, AI, and B2B SaaS. Quality over quantity matters here.

Step 2: Content Intelligence Mining Use PhantomBuster to scrape the top 50 posts from each person on your list. This gives you thousands of data points about what actually performs in your market.

Don't just look at likes and comments. Analyze the content structure, hook formats, and engagement patterns.

Step 3: AI-Powered Analysis Dump all scraped content into a Claude project and analyze for:

• Hook patterns and templates

• Content types that drive engagement

• Topics that resonate with your audience

• Formats that generate the most discussion

• Writing styles that feel authentic

Step 4: Content Framework Creation Ask Claude to generate:

• 300 questions for creating similar content

• 30 proven post templates

• 100 hook templates that work

• A writing style guide specific to your voice

• Content calendar themes and topics

Phase 2: Content Production (Steps 5-8)

Step 5: Customer Content Interviews Host bi-weekly interviews with team members and dream users. This is the secret sauce—real conversations with people who understand your market deeply.

Ask the questions Claude outlined. Record everything. These conversations become your content goldmine.

Step 6: Multi-Format Content Creation Take each interview and create:

• YouTube video (full conversation)

• Short-form clips using OpusClip

• LinkedIn posts from transcript insights

• Twitter threads with key takeaways

• Newsletter content with deep analysis

• Email sequences for nurture campaigns

One 30-minute interview becomes 15+ pieces of content.

Step 7: SEO and Discovery Optimization Add UTM links to all video, newsletter, and email CTAs. Track which content types drive the most qualified traffic.

Focus on bottom-of-funnel SEO with "alternative vs. you" comparison blogs. These catch people actively evaluating solutions.

Step 8: Content Distribution System

• Same profile names across all social platforms

• Register obvious domain misspellings

• Create easily accessible media kits

• Set up proper Google Analytics and Search Console

Phase 3: Conversion Architecture (Steps 9-12)

Step 9: Visitor Intelligence Setup Add a visitor identification tool like RB2B or Vector to your website. Know who's engaging with your content and when they visit your site.

This is where content marketing becomes sales intelligence.

Step 10: Outreach Integration Set up cold outreach systems on email with Google, Outlook, and SMTP inboxes. Use Valley for LinkedIn outreach to people who engage with your content.

Test offers, positioning, and target audiences through templated outreach to content engagers.

Step 11: Engagement-to-Pipeline System

• Email sequences for all website form submissions using Loops

• Automated outreach to content engagers who fit your ICP

• Social proof and case study nurture campaigns

• Multi-touch follow-up sequences

Step 12: Referral Program Integration Create a perpetual referral program using FirstPromoter or Cello. Offer it to every user, partner, content collaborator, and even closed-lost deals.

Content builds relationships. Referral programs monetize them.

Phase 4: Optimization and Scale (Steps 13-17)

Step 13: Community Engagement Deploy F9 bot on Reddit to monitor keywords and respond to relevant posts with value. Engage with closed-lost deals and no-shows from previous quarters when they're active.

Monitor current users and prospects for job changes using Wiza. New role = new opportunity.

Step 14: User Success Documentation Run 30-minute "how you use us" podcasts with your best users on Riverside. Document their success patterns and have customer experience replicate across all onboarding.

Your best customers become your best content and your best sales tools.

Step 15: Content Performance Analysis Create a repeatable content library of your best-performing posts. Track which topics, formats, and hooks drive the most qualified engagement.

Build custom tools using Lovable for all repeatable processes.

Step 16: Relationship Maintenance Spend 10 minutes daily commenting and engaging with other people's content. Build genuine relationships, not just broadcast your message.

Implement Churnkey to understand and minimize user churn based on content engagement patterns.

Step 17: Conversion Optimization Focus on lead conversion before lead acquisition. Multiple well-written follow-ups to content engagers. Cold-read offers over clever copy. Functional design over pretty design.

Track unqualified meetings and no-shows to optimize your content-to-meeting flow.

Why This System Works

Compound Effect Each piece of content builds on previous content. Interviews become posts, posts become newsletter content, newsletter content becomes email sequences.

Relationship Building Content creates relationships. Relationships create trust. Trust creates sales. This isn't just lead generation—it's relationship acceleration.

Market Intelligence By systematically analyzing what works in your space, you're not guessing about content. You're following proven patterns.

Multi-Touch Attribution People rarely buy from a single touchpoint. This system creates multiple opportunities for engagement across different channels.

The Hidden Advantages

Cost Efficiency Once built, this system runs on time investment, not money. Your only costs are tools and team time.

Quality Over Quantity Instead of hoping to reach random people with ads, you're creating valuable content that attracts qualified prospects.

Long-Term Assets Every piece of content continues working long after you publish it. Ads stop working the moment you stop paying.

Relationship Compound Interest Content builds relationships that compound over time. Ad relationships end when the campaign ends.

Common Mistakes That Kill Content Engines

Inconsistency Publishing sporadically kills momentum. Better to publish less but consistently than to publish a lot then disappear.

No Conversion Mechanism Great content that doesn't convert is just expensive hobby writing. Always include clear next steps.

Ignoring Engagement Creating content without engaging with responses defeats the purpose. The magic happens in the conversations.

No System for Follow-Up Content creates awareness. Follow-up creates customers. Don't rely on people to remember you—remind them.

The Metrics That Actually Matter

Don't get distracted by vanity metrics. Focus on:

Pipeline Attribution Which content pieces generate qualified conversations and deals?

Relationship Depth Are content engagers responding better to your outreach than cold prospects?

Network Growth Are you gaining speaking opportunities, partnerships, and investor introductions through content?

Revenue Contribution What's the actual revenue attributed to content-generated relationships?

Implementation Timeline

Month 1: Foundation Set up intelligence gathering and content analysis systems. Create your first content framework and templates.

Month 2: Production Start customer interviews and multi-format content creation. Launch team posting coordination.

Month 3: Conversion Implement visitor tracking and automated follow-up systems. Launch referral program.

Month 4+: Optimization Focus on what's working, eliminate what isn't, and scale successful content types.

The key is starting simple and building complexity over time. Don't try to implement all 17 steps at once.

Why Most Companies Fail at Content

They treat it like advertising instead of relationship building. They focus on reach instead of relevance. They measure likes instead of leads.

Content marketing isn't about creating viral moments. It's about systematically building trust with the exact people who need what you offer.

When done right, it becomes the most cost-effective customer acquisition channel you'll ever build.

How I Can Help?

Let me book sales calls for you while you’re building your content engine. Seriously.

I built Valley to be your automated SDR and empower AEs. Get started today and watch your calendar fill up with qualified leads.

How can we work together 🏔️

1. See more of Valley’s messaging examples, feel free to roast them: https://withvalley.notion.site/Cool-Message-Bro-1c0b917b0ed481dab014c465c354b4b8 

2. Generate more demos for your company using LinkedIn: https://meetings.hubspot.com/zayd-from-valley/tryvalley
   

3. Become a Valley partner and get 20% recurring commission for every user you bring in: https://withvalley.notion.site/valley-affiliate-partner-program