TL;DR: The simplest B2B content strategy I know is to give every expert on your team their own lane: the one thing they know better than almost anyone, for the people who need to hear it. Several voices, one brand story. Map the lanes, start each person with a recorded conversation and keep a rhythm everyone can actually maintain.
When a B2B company decides its people should start posting on LinkedIn, it usually goes one of two ways.
Either nobody posts, because nobody knows what to say. Or everybody posts the same thing… the same announcement, the same webinar promo, the same "proud to share" caption with a few words changed. And the audience scrolls right past all of it.
There's a better way, and it's the backbone of how I work with teams. I call it activating lanes of expertise.
What a lane of expertise is
Every expert on your team has a lane. It's the one thing they know better than almost anyone, for a specific group of people who need to hear it.
Your COO knows how great teams actually run day to day. Your client services lead knows the questions clients ask before they ever say them out loud. Your data person knows what the numbers are really saying about your industry. Your founder knows why the company exists in the first place.
When each person shows up in their own lane, you get several voices that don't compete with each other. And together, they tell one bigger story about your company.
Here's how I described it when talking about one of my clients, a leadership development firm where we're doing exactly this:
"We're just having so much fun building their entire messaging platform around individual lanes of expertise that all roll up to one business brand. And it's just so much more impactful."
(And it's paying off. Their COO's posts have reached more than seven times as many people as their company page this year. I break down those numbers in why your leaders should post, not just your company page.)
How to map your lanes
Sit down with your leadership team, or honestly just a notepad, and make one row for each person who could become more visible. For each one, write down:
- Person and role.
- What they know better than anyone.
- Who needs to hear it. Buyers, partners, event organizers, future hires.
- Three topics they could talk about tomorrow.
A few questions help a lot here. What do clients ask this person about most? What do they explain for the 400th time? (It feels obvious to them. It isn't obvious to anyone else.) Where do they have a strong opinion about how your industry does things? Those places where they'd push back are often their best content.
Then, at the bottom of the page, write the one big story your company wants to be known for. Every lane should connect back to it.
If you'd rather not start from a blank page, there's a printable version of this worksheet on page 5 of my free playbook, Activating Lanes of B2B Expertise.
What makes a multi-voice B2B content strategy work
Several voices only add up to one brand story when a few simple things are in place.
One shared message. Everyone knows the big story the company is telling, so each voice reinforces it instead of wandering off on its own.
A distinct lane for each person. No two people cover the same ground, so they never compete for attention.
Their own words. This is the part people skip, and it's the part that matters most. Content should start from a recorded conversation with each expert, so it sounds like them. When I interview someone, I'm listening for the moment they say something and keep right on going…
"A lot of times you'll say something and you'll just keep going and I'll say, wait, wait, hold on, let's go back to that."
…because that's usually where the good stuff is. (If you're curious, here's how a content interview works.)
A simple rhythm. A realistic cadence each person can keep, with someone, inside or outside the team, keeping it moving.
Feed the engine, don't start from scratch
The best content programs I've seen don't start with a content calendar. They start with a habit: talking to your experts on a regular rhythm, so marketing never has to start from a blank page.
One recorded conversation can feed a surprising amount of content: LinkedIn posts for the expert, company page posts and reshares, blog posts for search, newsletters, FAQs, sales talking points, webinar and speaking topics. The questions that keep coming up become your content plan. The messages that land show you what your company should be known for.
And over time, your experts start noticing content on their own. I call it turning on their content radar. A question a client asked. An objection the sales team keeps hearing. Some of my favorite clients send me car rambles: a messy voice memo on the drive home from a meeting where something interesting happened. Those are gold.
Start small
You don't need everyone on day one. Start with one or two people who are willing and have something to say. Map their lanes, record a conversation with each of them and get a few weeks of content out the door.
Once the rest of the team sees it working, you'll have a much easier time bringing them in. And slowly, your company starts to sound like the smart, human people who actually work there.
Frequently asked questions
What is a lane of expertise?
It's the specific topic an expert knows better than almost anyone, paired with the audience who needs to hear it. Giving each person a lane keeps team content distinct and on-message.
How do I build a B2B content strategy around my team?
Map each expert's lane, agree on the one brand story every lane connects to, start each person with a recorded conversation and set a posting rhythm they can keep.
How do I keep everyone on my team from posting the same thing?
Give each person a distinct lane and let their content come from their own words and experiences. Shared messages are fine. Identical posts are what audiences tune out.
How many people on my team should post on LinkedIn?
Start with one or two willing experts. Add more lanes once you see what's working and others on the team want in.
Where does the content for each expert come from?
From regular recorded conversations, monthly or quarterly, plus the stories they notice day to day. One conversation can turn into weeks of posts and other content.
Ready to activate your team's lanes of expertise? See how I work with B2B teams, or book a strategy call.
A solo expert building your own thing? Here's how a content interview works.