7 frameworks for B2B social content that drives pipeline

TLDR

• Optimize for shares by creating content people want to drop in their company Slack channels.

• Trigger emotion using the OMG / WTF / LOL framework to break through the noise.

• Write for one person to make your copy feel personal and direct.

• Balance your funnel with a mix of broad appeal and deep product expertise.

• Post frequently to gather data and learn what actually works for your audience.

We have all been there. You spend hours crafting what you think is the perfect LinkedIn post. You hit publish. You wait. And you get crickets.

The problem usually is not a lack of ideas. Success comes from having the right structure.

When you look at the creators and founders winning on B2B social right now, they are not guessing. They rely on repeatable frameworks that turn valid insights into high-performing assets.

Here are the 7 frameworks we use at Catalyst to build content that gets shared and drives revenue.

What is the "Slack Channel" test?

Likes are a vanity metric. Shares are where the money is.

The highest leverage content you can create is the kind your ideal customer profile (ICP) feels compelled to forward to their internal team. You want them dropping your link into their #marketing or #leadership Slack channel with a note that says "we need to do this."

To achieve this, focus on highly tactical assets. Think benchmark reports, teardowns, or specific playbooks. Before you post, ask yourself if a VP would forward this to their team to solve a specific problem.

If the answer is yes, you are on the right track.

How do you trigger emotion in B2B?

B2B does not have to mean boring. In fact, safe content is risky because it gets ignored. We use the OMG / WTF / LOL framework to ensure every piece of content lands with impact.

• OMG: Share surprising stats or non-obvious insights. Change how the reader sees a problem.

• WTF: Make provocative claims or challenge industry norms. This creates healthy tension.

• LOL: Use memes or relatable stories about shared frustrations.

If your post does not fit into one of these buckets, it might be too flat to earn engagement.

Who is "Debbie at her desk"?

It is easy to fall into the trap of writing for a nameless, faceless "audience." This leads to generic copy that feels like a press release.

Instead, write for one specific person.

We call this framework "Debbie at Her Desk." Picture a specific person, perhaps a stressed VP of Marketing who is drowning in board pressure and pipeline goals.

When you visualize one person, your writing changes. You stop speaking to "everyone" and start speaking to "you." This simple shift makes your hooks sharper and your insights more relevant.

For more on building a system around this kind of writing, check out our guide on launching a founder-led content engine.

What is the "Over-the-Shoulder" test?

Visuals stop the scroll. But in B2B, stock photos do not cut it.

Your visual content needs to pass the Over-the-Shoulder test. If you had this image up on your laptop in an office, would someone walking by stop and ask "Wait, what is that?"

Invest in clear, punchy visualizations. Use charts that reveal surprising benchmarks or memes that perfectly capture a pain point. If the visual tells a story instantly, you win the attention battle.

How to structure a content funnel

Great social strategies balance reach and revenue. You can use the classic funnel model to audit your content mix:

1. TOFU (Top of Funnel): Broad interest content like hot takes and relatable stories. This drives attention.

2. MOFU (Middle of Funnel): ICP-specific value like deep dives and playbooks. This builds trust.

3. BOFU (Bottom of Funnel): Product-focused content like case studies and feature breakdowns. This drives conversion.

A healthy mix might look like 50% broad appeal, 35% niche value, and 15% direct conversion. You can adjust this ratio based on whether you need to grow your audience or close deals this quarter. You can read more about the purpose behind this structure in our article on the point of a B2B social presence.

Why quantity leads to quality

You cannot discover what works by posting once a week.

Volume is a learning engine. When you are just starting or testing a new platform, commit to a sprint of higher volume. Post daily for 30 to 60 days.

This frequency gives you the data you need to judge quality. You will quickly see which hooks resonate, which topics flop, and which formats actually convert. Once you have the data, you can double down on the winning patterns.

Known Well vs. Well-Known

In the B2B world, depth of trust beats broad reach. Being Well-Known means having a huge audience that follows you for generic business inspiration. Being Known Well means a smaller, targeted group sees you as the go-to expert for their specific problem.

Optimize for being known well. Look for social proof in the form of high-intent DMs, referrals, and closed deals rather than just follower counts.

If you want the full breakdown of these frameworks with step-by-step examples, check out the full newsletter here.