B2B Needs Fans, Not Just Customers

B2B Needs Fans, Not Just Customers

Author: Dorien Morin-van Dam July 23, 2026 Duration: 33:10

Your LinkedIn following isn't one audience. It's two, and most small B2B teams are writing for the wrong one.

This week's guest split his own following into fans and customers, then built his content strategy around fans first. The result: growth from 4,000 to 22,000 followers, without ever chasing the people who actually buy.

We cover how to tell the two apart in your own analytics, why customers tend to lurk while fans do the engaging, what to actually track instead of vanity metrics, and how long it realistically takes before this pays off.

Also: the ROI case to make when your boss wants pipeline, not followers.

If you've got a small team and limited hours for content, this episode is about spending them on the right crowd.

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Jason Patterson is the founder of Jewel Content Marketing Agency, where he helps small and mid-sized B2B companies build content strategies that don't require a Fortune 500 budget to work. He's spent his career translating big-brand marketing theory into something a lean team can actually execute — with a reputation for calling out bad advice in the industry as loudly as he gives good advice himself. Jason grew his own LinkedIn following from 4,000 to 22,000 by applying the same fans-first thinking he teaches his clients. When he's not writing about what marketing gets wrong, he's a proud dad, a devoted user of the semicolon, and an unrepentant smartass.

'Strategy Talks: Content Strategy for Small Teams', Season 5, is where content marketing meets real business results. Hosted by hands-on content strategist Dorien Morin-van Dam, each episode delivers a focused conversation with a guest expert who shares a specific, repeatable play. You'll leave with a clear problem definition and a set of steps you can take this week.

No fluff. No theory. Just strategy you can use.

New episodes each week! We stream live on LinkedIn, YouTube and Facebook.


Dorien Morin-van Dam knows what it's like to build a content engine without a massive budget or staff. In Strategy Talks: Content Strategy for Small Teams, she brings that practical, hands-on perspective to every conversation. This isn't about abstract theory; it's a direct line to operators who are in the trenches, sharing the specific, repeatable plays they use to turn thoughtful content into genuine business pipeline. Designed for founders, small teams, agencies, and solo consultants, each half-hour episode is tightly focused. You'll find discussions rooted in one of three critical areas: the fundamentals of content strategy and planning, the nuts and bolts of distribution and SEO, or the practical application of AI for content operations. The goal is always clarity-first, by defining a common problem many face, and then by unpacking a tangible solution. Listening to this podcast feels like having a seasoned strategist in your corner, cutting through the noise to deliver actionable insights you can apply almost immediately. If you're responsible for content but short on resources, these conversations provide the structured thinking and tactical advice to make your efforts more effective and less chaotic.
Author: Language: English Episodes: 50

Strategy Talks: Content Strategy for Small Teams
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