What if the secret to successful B2B marketing is to stop thinking like a marketer? That’s the approach ClickUp has taken, and it’s boosted their entire content marketing operation to the next level. With over 150 million organic impressions per month, they’ve built a systemic content machine that doesn’t run like a traditional marketing operation. It runs like a TV production company, complete with full-time actors, weekly writer’s rooms, and data-driven optimization instead.
That’s the fascinating insight we gleaned from Chris Cunningham, founding member of ClickUp and social strategy lead, who joined us on our Best Story Wins podcast to talk about ClickUp’s remarkable success. What started as a scrappy experiment has grown into a content machine that drives real business results, and it’s all thanks to their unusual approach.
If you want to build content that actually moves the needle for your business, here’s how to follow in ClickUp’s footsteps.
1. Hire real talent, not part-time content creators.
The difference between ClickUp and most B2B brands? They stopped treating content like an afterthought and started building it like a real media business. As Chris puts it, “We treat us like TV. We call it ClickUp TV.”
The biggest mistake most B2B companies make is thinking they can create engaging content with whoever happens to be available. If you don’t have people who are comfortable or dedicated to making content, you can’t create a consistent stream of quality content. Chris is direct about this: “Either you better have someone who’s a real actor at your company or you’re gonna go need to hire that.”
ClickUp’s content team includes two full-time actors, a dedicated social media manager, and a consultant who brings outside expertise. These aren’t employees who create content when they have time; it’s their full-time job.
Tip: Whether you hire from outside or use internal people, the real key is making sure content creation is baked into their duties. That way they are allowed the time, space, and creative energy to prioritize and produce content. (You also may be surprised by who on your team is well-suited to content creation. See our tips to turn your team members into content creators.)
2. Build a TV production schedule and stick to it.
If you want to grow a strong following, you need to post consistently. But many B2B marketers struggle to set and maintain the right cadence. Whether that’s because of a lack of resources, knowledge, infrastructure, or manpower, that inconsistency will only hinder your success.
ClickUp runs their content operation like an actual TV show, with structured workflows and consistent schedules. They designate days for ideation and concepting, for greenlighting ideas and fine-tuning concepts, for shooting all approved content, and for analyzing the previous week’s performance.
Not only does this process allow them to maintain a consistent posting schedule but it also ensures they’re creating quality content (and regularly improving it).
Tip: Start with a simple weekly rhythm. Pick one day for ideation, one day for creation, and one day for analysis. Consistency beats perfection when you’re building momentum.
3. Use the ABCD framework for systematic content creation.
It’s tricky to curate the right mix of content, but Chris relies on the ABCD formula to feed his strategy.
- A (Repeats): These are content formats that have performed well, so you want to repeat them. For example, Chris’ team scored a huge win with a video of HR guys dancing (100 million views, in fact). They dubbed that an A and repeated the format again and again. Although not every video has reached the success of the initial, they reliably get views and so they stay in the mix.
- B (Variations): These are successful ideas that already exist in the world that you can adapt to your own brand. For example, that might be something like sharing your most extreme customer service stories. The idea may not be original, but it becomes original once you put your own spin on it.
- C (Trends): These are current trends and cultural moments relevant to your audience—those TikTok or social media trends that everybody is jumping on. They’re a great way to participate in the cultural conversation.
- D (Original): This category is the most challenging but most exciting to create. It’s those completely original experimental ideas that, as Chris says, “no AI, no GPT prompt could ever give you.” This is where you get to show off your creativity, your personality, your ingenuity. And in a time where we are inundated with cookie-cutter content, it’s the key to making your brand stand out.
Of course, the key to creating a successful strategy is testing, testing, testing. Understanding what content resonates overall (and what type of content is popular within each category) gives you the insight you need to curate a mix that makes the most impact.
Tip: Plan your content mix across all four categories, and identify what was most successful. Analyze why it may have been successful, and use those insights for future content.
4. Start small, prove results, then scale up.
Chris didn’t start with a full production team and an unlimited budget. He began scrappy, tested with limited resources, and used early wins to justify bigger investments.
Once he could show growth in views and tie those views to actual business outcomes, it became easy to unlock additional budget from leadership.
Tip: Document everything from day one. Track views, engagement, and any business metrics you can connect to your content. Even small wins can justify bigger investments when you have the data to back them up.
5. Create systems for data-driven optimization.
The difference between content that works and content that doesn’t often comes down to systematic analysis. Chris and his team obsess over their performance data, categorizing every piece of content and learning from both hits and misses.
This isn’t just about vanity metrics. They track which content drives signups (20,000-30,000 monthly from social), how their organic content improves their paid advertising performance (decreased CAC payback), and which pieces get mentioned in sales conversations.
Tip: Set up a simple tracking system from the start and dedicate time to analyzing and reporting insights to the team.
How to Build Your Own Content Machine
Building a content operation that drives real results isn’t about posting more; it’s about posting smarter. Treat content like the media business it actually is by starting with the basics:
- Hire real talent (even if it’s just one person).
- Create a consistent schedule.
- Tack everything obsessively.
That’s how you make the most impact with every piece of content you create. But remember that this is a long-term play. It take commitment and persistence. The more you test, iterate, and experiment, the more you’ll win.
If you want to hear more of Chris’ insights on building teams, managing creative processes, and proving ROI to leadership, check out our full conversation on the Best Story Wins podcast.
