Content marketing in the B2B tech world is a high-stakes game. With increasingly niche audiences, fierce competition, and evolving tools like AI reshaping how content is created and consumed, standing out is no longer an option—it’s a necessity. This is particularly true in the DevOps niche, where expertise is mandatory, and audiences expect value, not fluff.

During a recent episode of the GTM Secrets Podcast, Russell Wojcik, a senior content marketing manager at Liquibase, sat down with host Stephen Lowisz to share his go-to strategies for crafting, distributing, and measuring high-performing content. From leveraging thought leadership and SEO to empowering sales teams with impactful assets, their discussion uncovered key principles and practical advice that every B2B marketer should have in their toolkit.

If you’re ready to move beyond surface-level content and build a truly effective strategy, here’s the play-by-play.

Step 1: Content Creation That Actually Delivers  

Focus on Value, Not Volume  

There’s a misconception in today’s content marketing landscape that success is tied to publishing a high volume of content. Russell was quick to dismantle this myth, especially in tech markets like DevOps. The reality is this audience doesn’t need more content—it needs better content.  

Developers and technical decision-makers want depth. They don’t need high-level information; they need specific problem-solving content backed by genuine expertise. According to Russell, your content has to be foundational, thoughtful, and intentional to resonate in deeply technical spaces.  

Tactical Tip: Align with technical SMEs or specialists in your company. Use their expertise to frame content through the lens of a customer’s unique challenges. For example, if your product is solving database bottlenecks, articulate this with hands-on methodologies, tools, or case studies. What makes this bottleneck unique? Why does your approach work when others fail?  

Example: Instead of producing yet another generic whitepaper on CI/CD pipelines, release a series of step-by-step guides tailored to niche DevOps roles like database administrators (DBAs) or QA engineers. Include tips learned directly from your technical team or customer surveys.  

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Start with Customer Questions  

FAQ-style content may not sound sexy, but it works. Addressing frequently asked questions can have a direct impact on nurturing prospects and supporting customers. Russell explained that answering specific pain points—whether they arise during sales or support calls—is a surefire way to help buyers make informed decisions.  

Startups with limited resources can benefit significantly from this approach. Instead of creating scattered content on buzzworthy topics, hone in on the 5-10 recurring issues your customers experience and solve those, piece by piece.  

Action Plan:  

1. Set up interviews with your sales, customer success, and product teams. Ask them to list the questions they hear most often.  
2. Write clear, no-fluff blog posts or videos answering those questions.  
3. Organize these into a resource hub that’s easy to search and reference.  

Fast Win Example: A startup offering Kubernetes monitoring tools could write a blog titled, “How to Diagnose Kubernetes Loader Imbalances in Under 10 Minutes,” solving a direct pain point. Later, that blog could branch into a technical eBook or a webinar on Kubernetes troubleshooting.  

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Don’t Just Optimize—Humanize for SEO  

SEO remains critical in B2B marketing, but if you’re chasing rankings alone, you’re missing the mark. Russell noted that while understanding keywords is important, over-optimized content stuffed with search terms won’t deliver the quality buyers crave. Instead, weave thought leadership into your keyword strategy.

This approach carries a dual benefit—ensuring your brand’s voice shines through while boosting discoverability. It’s about creating value that Google and your audience respect.  

Tactical Tip: Examine competitor content that ranks for key terms. Where is it falling flat? If they’re merely summarizing information, take a deeper, more personalized approach by including unique thoughts, lessons from SMEs, or hands-on insights.  

Example Strategy: Suppose your target keyword is “database change management.” Don’t stop at explaining its basics. Develop layered content, such as a comprehensive guide incorporating common mistakes, practical frameworks, and real customer success stories.

Secret Weapon: For startups, using niche SEO terms aligned to extreme pain points (instead of broad, high-competition keywords) can help build initial traffic while keeping your audience laser-focused on your solution.  

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Step 2: Distribution That Packs a Punch  

Even the most valuable content is useless if it doesn’t reach the right people. Distribution is where Russell stressed precision and experimentation.  

Find the Channels That Matter Most  

While LinkedIn or social media posting might seem like default go-to strategies, they aren’t always the most effective for every niche. “You have to figure out exactly where your buyers or users hang out,” Russell advised. That might mean Reddit, specific tech forums, or even podcast collaborations with influencers in your space.  

Tools like SparkToro can help pinpoint where your audiences spend their time online. Additionally, products with developer-heavy audiences could explore Slack communities or GitHub repos as potential content touchpoints.  

Experiment Strategy:  

1. Identify where your competitors are most active.  
2. Run short-burst content experiments on those platforms (such as promoting a single video or how-to series).  
3. Measure which channels drive engagements and clicks, then double down where results look promising.  

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Leverage Sales as a Distribution Arm  

Sales reps aren’t just closers—they’re powerful amplifiers for your content. With thoughtful enablement, they can become an integral part of the distribution process.  

Russell highlighted content like one-pagers, technical guides, or personalized use cases as perfect candidates for sales teams, especially during high-touch conversations with prospects. By making it frictionless for your team to distribute impactful content, you’re creating multiple chances to move the needle between meetings.  

Steps to Implement:  

• Add bookmark shortcuts for critical content into CRM workflows, so reps can easily pull them up.  
• Host quarterly “content briefings” to share updates with sales teams on what’s new and how/when to use it.  
• Create modular content like blog excerpts or bite-sized customer data points that fit into sales presentations.  

This activity ensures content drives further down the funnel while gaining direct feedback from prospects.  

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Step 3: Reimagining Metrics and ROI  

Attribution Challenges and Creative Wins  

How do you measure content’s success in an age where AI-driven summaries and non-click views are on the rise? Russel shared some evolving approaches to attribution.  

Key metrics include sales acceleration times (e.g., did a case study help close a deal faster?) or sales feedback on content resonance. Even smaller signals, like increased visits from high-value target accounts, should still count toward your strategy.  

New Strategy for Metrics: Beyond clicks, capture signals from off-site content and brand mentions in third-party channels that indicate authority and credibility uplift. Be creative in marrying data with observation.  

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Step 4: Starting Small but Strong (Advice for Startups)  

Russell’s advice for startups boiled down into a handful of high-priority areas:

1. Start Inline With Buyer Needs: Answer one critical pain point per piece of content.  
2. Go High-Impact From the Jump: Don’t shoot for volume initially—lean into one or two hero pieces (whitepapers, webinars, killer explainer articles). Distribute them heavily.  
3. Think Modular: Whatever you publish now, consider how it can be split, remixed, or extended for max impact.  

Russell framed the startup world’s limited budgets as an asset—it forces leaders to think about high-performance, low-waste strategies.  

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Why You Should Reinvent Your Content Mentality for 2025  

B2B markets are shifting fast, whether it’s via AI-enhanced visibility or changing platform behaviors. To stay ahead in the DevOps niche or any highly technical B2B vertical, the playbook outlined by Russell Wojcik offers crucial tactical mastery—from sharper ideation and intentional SEO practices to equipping sales teams with content made for distribution.

The goal isn’t volume; it’s domination where it matters most. Instead of chasing everything at once, start charting what success looks like today—and make every post, page, or video count.

Now, take it a step further. How will your team solve the content relevancy problem?

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