Why Your Content Strategy Needs Content IP (and How to Create It)

Devin Reed

Together with Goldcast ​ My biggest fear isn't being replaced by AI — it's getting replaced by someone who knows it better than I do. ​ The future of marketing is AI + human creativity. And I'd rather lead the change vs play catch-up. ​ That's why I signed up for Demofest 2025: Adding AI to Your MarTech Stack. ​ I want to see AI tech in action — because I'm always looking for ways to improve marketing performance. ​ There are two tracks: Creative Content & Branding (AI copywriting, audio, and video tools) Analytics, Revenue & Customer Insights (Predictive journeys, SEO optimization, and data-driven growth) It's happening on February 27th, 12 PM EST. ​ ​Sign up for Demofest here (it's free) ​ Sign up here -->

Here's the cold, hard truth about B2B content marketing:

Most companies are drowning in a sea of sameness.

They're pumping out blogs, social posts, and webinars that look almost exactly like their competitors.

The result?

Doesn’t stand out → Low engagement.
Doesn’t convert → Even lower business impact.

So how do we escape? Is there a better way?

It's called Content IP – and it's the best way I know how to build mindshare, grow a niche audience, and generate consistent pipeline.

What is Content IP?

Content IP means giving words or phrases to problems your audience faces, then creating content that helps solve those problems.

As Brendan Hufford puts it in our recent conversation, "When you define that problem, and when you give them a word or phrase to define that problem, all of a sudden they just trust you more than anybody else."

Think of it like this: Instead of creating random content about general topics, you're developing a unique point of view about a specific problem – and backing it up with original insights your audience can't get anywhere else.

Please read that again.

Why Content IP Crushes Regular Content Marketing

Regular content marketing typically means creating content about topics your audience might care about. It’s usually based on keyword research.

Content IP means owning a problem space so deeply that your audience immediately thinks of you when they encounter that challenge.

Here's a real example from my time leading content at Gong:

We noticed salespeople were making decisions based on opinions, not data.

So we created Gong Labs – a content series that analyzed millions of sales conversations to reveal what actually worked in sales (not just what people thought worked).

The results?

• Massive audience growth
• Incredible brand awareness ("raving fans" who couldn't wait for our next piece)
• Record-breaking pipeline

But here's the key: We didn't just publish research. We turned each insight into a content flywheel:

• Start with data analysis and insights
• Create primary content (blog post)
• Turn key stats into zero-click social content​
• Build gated assets for lead generation
• Host deep-dive webinars
• Record social-first video breakdowns
• Feature findings on our podcast

Each piece of content reinforced our ownership of the problem space.

Real-World Examples of Content IP That Converts

Here are some concrete examples of Content IP in action:

1. Original Research

• ​Gong Labs by Gong - proprietary product data analysis for better sales performance
• ​The Evidence Gap Report by UserEvidence - survey data about how buying decisions are made
• ​LinkedIn Video Checklist by The Reeder - original research for more engaging videos

​
2. Template, Guides, and Frameworks

• ​IAM Framework by Brendan Hufford to explain SEO to Execs.
• ​The FlyWheel of Favortism by Jay Acunzo to resonate with your audience.

All of these use original ideas to help their audience solve a singular problem.

How to Create Your Content IP

1. Identify your villain

What's the core problem your product solves? That's your content territory. For Gong, it was "opinions over reality" in sales.

For Brendan Hufford, it's "checkbox marketing" – the habit of producing low-quality marketing efforts as a box-checking exercise.
​

2. Map the problem.

List all the challenges and barriers your audience faces related to that core problem. These become your content themes.
​

3. Create original insights

You need unique perspectives or data that your audience can't get anywhere else. Options include:

• Product data analysis (like Gong Labs)
• Original research and surveys
• Frameworks and methodologies
• Client success patterns
  ​

4. Build your flywheel

Take those insights and distribute them across multiple formats and channels. The key is maintaining consistent messaging about the problem you solve.

The Long-term Benefits Are Unmatched

When you nail Content IP, you:

• Own mindshare in your market
• Build a niche, dedicated audience
• “Box out” competitors by owning the conversation
• Generate consistent pipeline

But here's the best part: Once you build that foundation, your content starts working for you 24/7.

→ You get a “compounding interest” – much like financial investments where value grows significantly over time.

→ Your audience actively seeks out your perspective because they know you're the authority on solving their problem.

→ You become THE premier voice in your space instead of another generic content factory.

Content IP isn't just another marketing tactic — it's your ticket to becoming the voice your audience can't ignore.

Time to claim your territory.

Holler at you later,
Devin

PS: This post took me ~2 hours to write. If you enjoyed it, you can help me grow this newsletter by forwarding this link to one person who wants to get better at content marketing.

---

---

The Content Strategy Mistake Costing Your Growth

The newest episode of Reed Between The Lines just dropped, and Brendan reveals:

• The #1 strategy mistake that keeps marketers trapped in this cycle
• His framework for creating content that converts
• How to craft marketing offers that your audience LOVES

And much more.

🎥 Watch on Youtube​

​

🎧 Listen on Spotify

🎧 Listen on Apple Podcasts​