Why Content That Wins 100K Deals Looks Nothing Like "Normal Content"

Content ≠ automatic trust, authority or demand.

Content that sells is different from content that performs

You've seen the post…

You liked it, maybe laughed, maybe sent it to a friend. And somewhere in the back of your head, you knew you'd never actually buy from that person.

That’s the problem with a lot of content advice. "Guru's" in your feed have become obsessed with what gets attention instead of what actually creates buyers.

Buyers aren’t lacking information. They’re lacking confidence.

Before someone ever gets on a sales call with you, they’re already asking themselves: Do they understand my problem? Have they solved this before? Can I trust their judgment?

Would I feel comfortable spending $100K with them?

Your content is answering those questions long before your ideal buyer joins a sales call.

That’s what I mean by pre-sold authority: the point where a buyer already sees you as the expert before the sales conversation even starts.

In this article, I’ll show you how to create content that performs, but more importantly, positions you as someone people actually want to buy from.

When the deal is six figures, the rules change

This matters even more when you’re selling $50k–100k ACV deals to enterprise buyers with eight-figure budgets.

The buying committee is larger. The risk is higher. The sales cycle can stretch for 6–12 months. And there’s a lot more at stake than whether someone liked your LinkedIn post.

A senior buyer isn’t scrolling LinkedIn thinking: “What content can I engage with today?” They’re thinking: “Who can I trust to get this right?”

That changes the job of your content completely.

Most people approach LinkedIn like a media game:

Post something funny → get reach.

Share a hot take → get comments.

Tell a personal story → get engagement.

And there’s nothing inherently wrong with that, but engagement is not the same thing as buyer confidence.

When the deal is worth six figures, your content has to do more than get noticed. It has to de-risk the decision to buy from you.

We saw this firsthand when we generated $4.4M in pipeline for a B2B SaaS founder in the energy space, working with companies including Starbucks, Lidl and Walgreens.

The average deal size? $250K.

The five types of content that actually create buyers

1. Authority content. Your insights, your IP, your unique knowledge of the industry. Solve your audience's smaller problems in public. This is what earns top-line attention and marks you as someone worth listening to.
2. Trust content. Storytelling that communicates the why. Your vision, your values, the beliefs you live by, why you founded the business, the ups and downs of the journey. Stories that embed those values build the emotional connection that facts alone never create.
3. Credibility content. Proof. Results, outcomes, the travelling and meeting customers, the partnerships, the case studies. This is what gives a buyer the confidence to actually choose you and buy from you.
4. Insight-based content. Don't just add value, change how people think. Reframe the problem. "You're currently thinking about this one way. Here's why you should be thinking about it differently." Give the buyer that aha moment, and because your reframe links directly to how you solve the problem, they're far more likely to buy.
5. Scenario-based content. The bottom-of-funnel piece. Paint a vivid, specific picture of exactly what your ICP is going through. The struggles, the daily challenges, the thing keeping them up at night. Make them feel deeply seen, then position yourself as the answer.

Miss one of these and you break the chain. Post nothing but credibility content and you're pitching people who don't trust you yet. Post nothing but authority content and you never actually move anyone to buy.

Writing for one buyer, not everyone

Before you write anything, you need to actually understand your buyer.

1. Compile your sales calls and review them for common objections and what your buyer keeps coming back to.
2. Go through 50+ profiles of the people you're targeting. What are they liking, commenting on, sharing. Build your strategy around this data.
3. Make sure everything you create lines up to your buyer, their specific title, the size of business they're in, and the industry you're targeting.

That research is the strategic reference point everything else builds from.

Content for every stage, not just the sale

Your content's job is also to warm up people who've never heard of you.

It should work at every stage: something that makes sense to someone who doesn't know you yet, all the way through to a case study or CTA for someone who's had multiple touchpoints, sees you as the expert, and is ready to move toward a conversation.

Seniority talks to seniority

A CFO resonates with another CFO. A CMO with another CMO. Speak from the same seniority you're trying to reach, and it lands in a way no ad or cold message ever could.

Connect with the person, not just the title

You're trying to connect with a senior decision-maker as an actual human.

What do they care about? What are they talking about? What's on their mind?

The deeper that connection goes through your content, the easier it becomes to get them on a call, and the better a customer they become once they're through your sales process.

One thing we'll come back to in a future piece: mapping your entire B2B sales process onto your content, showcasing your team's talent, your results, your offer, and overcoming the objections you hear most often. That's a big enough topic to deserve its own breakdown.

Connecting content to outbound and pipeline

Content on its own will generate inbound demand and pipeline.

If you want to accelerate that, add a demand generation layer on top.

That means building signal-based, targeted lists of 500+ people a month, manually refined, and connecting with them through automation.

They get warmed up by your content and activated over time.

We see an average of 45% connection acceptance rate. Let's say 5% of those people are interested - that is 12 SQLs a month. Plus you're growing your audience with 250+ potential buyers every month who are now getting nurtured by your content.

The ones who convert are also more likely to like and comment, which extends your content's reach into their own networks. It compounds.

Why it works: you're finding a backdoor into a senior decision-maker's inbox that a cold email never gets you. And when they land there, they find a profile full of content that speaks to their problems, educates them, and positions you as a leader in the space.

Of course they want to talk to you.

The longer this runs, the more warmed up they get.

The full picture

Put content and outbound together and you get an ecosystem. Content builds authority and trust, driving inbound demand and MQLs. Outbound generates pipeline, SQLs, and keeps that audience activated.

Together, that's a powerful sales channel, not just content, not just outbound, but a cohesive engine that grows the business.