In B2B, the buyer journey isn’t a straight road. It’s a maze. A rollercoaster. One day, a prospect is researching. The next, they vanish. Weeks later, they’re back, closer to a decision. It’s messy.

If your messaging isn’t clear and connected, it won’t stick.

Where to start? Let’s go step by step.

1-Clarify your brand positioning.

Sorry, non-negotiable. If this isn’t clear, you’re just winging it.

Your minimum viable brand positioning should clearly answer:

• What’s your category? (Be specific. “AI software” is vague. “Predictive analytics for supply chain teams” is better.)

• What’s your unfair advantage? (Why you over the competition? Speed? Simplicity? Expertise?)

• Who are you for? (Define your ICP like you’re describing a character not a demographic.)

• What problem are you solving, and why now? (Make it urgent. Make it matter.)

Now go. Answer these questions as clearly and as niche as possible. Write it down in Docs, Notion, paper napkins, whatever. This is the backbone of your strategy.

2-Define your key messages

You have your positioning now.

Your content strategy should turn it from a notion doc to a perception in your customer’s mind.

• What are the things you want customers to know about you?

• How can you solve your audience pain points?

• What are the key subjects you want to educate about?

• What are misconceptions of the category you want to break?

• What are the insights that make your audience pain points?

These are SOME ideas, but the point is to get to statements that will guide your content into something that is relevant to your audience and builds your positioning.

To to play like Messi, you need precision. Get specific. Turn vague ideas into sharp messages your audience won’t forget.

Basic version: “We help teams collaborate better.”

Messi-level: “We eliminate 12 hours of back-and-forth per week between design and dev.”

3- Define your brand voice.

This one might seem superficial, but it’s not. Your voice is a key part of your positioning, and a powerful way to stand out from the crowd.

Should you be funny, friendly, sarcastic, bold, nerdy?

Well… I can’t answer that without seeing your strategy.

Messi-level tip: Align your tone with real human traits. It’s the best way to stand out in a world flooded with AI-generated content.

4- Map your content excuses.

It’s important to have a long-term vision (What events are you attending this year? What key dates matter to your audience?), but you also need to stay flexible.

Messi-level tip: Scan the field. Reacting to current events, trends, or conversations is a great way to connect and stay relevant.

I share a monthly trend report with all my clients to help them stay ahead. What’s included? Competitor campaigns, top voices in the category, Reddit threads, cultural moments, and more.

5- Pick your channels, plan your assets

This is where you get real. As our friend Messi, pick your moments.

Ask yourself: How much time and budget do you actually have?

The best move? Start by doing one thing really well, then scale.

Messi-level tip: Content repurposing. That in-depth blog article? It can become 3 killer LinkedIn posts. Podcast clips? Perfect for social. Make your content work overtime.

6- Goals matter.

You’re not here to “post more.” You’re here to build awareness, drive demand, and grow your business.

How do you know it’s working? Well, if you’re seeing better conversion rates, more organic traffic, and more DMs in your inbox… you're probably on the right track.

Hope you have a world-champion strategy this year.

Remember these are just tips and a strategy is what will truly set you apart.

The key? Consistency, focus and testing.