Mastering B2B Content Creation: Insights from Corporate Bro Ross Pomerantz

In the ever-evolving landscape of B2B marketing and content creation, few voices resonate as authentically as that of Ross Pomerantz, better known as Corporate Bro. In a recent interview, Pomerantz shared his journey from Oracle sales rep to influential content creator, offering invaluable insights for those looking to make their mark in the B2B space.

The Birth of Corporate Bro

Pomerantz's journey began in 2013 at Oracle, where he found himself in a business development role that primarily involved cold calling. The absurdity of the situation—20-year-olds attempting to sell to Fortune 100 CEOs and CTOs—struck him as ridiculous. To cope with the challenges of his job, Pomerantz turned to humor, creating short videos on Vine to document the often absurd world of B2B sales.

What started as a coping mechanism quickly gained traction, resonating with others in similar positions across various companies. This unexpected popularity laid the foundation for what would become the Corporate Bro brand.

The Evolution of B2B Content Creation

Pomerantz's success in the B2B content space comes at a time when traditional marketing approaches are losing their effectiveness. He notes:

"B2B has been so far behind. I'm fortunate that I'm in that space because all the B2B companies are coming to me like, 'Hey, how do we make CRM cool?' And I'm like, 'Good luck, but let's see what we can do.'"

This shift reflects a broader trend in B2B marketing, where companies are realizing that traditional product marketing language no longer resonates with their target audience. As Pomerantz puts it:

"No one gives a [care] about your scalable AI system that changes outcomes and gives ROI. None of that means anything."

Building a Successful Content Strategy

For those looking to follow in Pomerantz's footsteps, he offers several key pieces of advice:

Consistency is Key

Pomerantz emphasizes the importance of consistent posting:

"I think you should post at least once a week at the same time, whether it's Mondays at 5:00 AM or Wednesdays at 10:00 AM. You kind of pick and just continue to do that consistently."

Quality Over Quantity

While consistency is important, Pomerantz also stresses the value of quality content:

"I'm a less is more person. For me, it's where I started for years was once a week. I just wanted to post one video a week, but my videos took longer to make back then."

Platform Agnostic Content

Rather than tailoring content for specific platforms, Pomerantz creates content he believes in and then distributes it across various channels:

"I don't make content for a specific platform. I make a video I want to make, and if I think it's inappropriate for LinkedIn, I won't put it there, but I'll put it everywhere else."

Maintain Creative Control

When working with brands, Pomerantz insists on maintaining creative control:

"Brands can't own my content. I have to align with the brand, and it has to be something that I do the creative that I really want to do."

The Challenges of Content Creation

Despite the apparent glamour of being a successful content creator, Pomerantz is candid about the challenges:

"As fun as this job is with creating content, it is [very] hard too. The times where you get up in the morning and you're not feeling well or you're just not that inspired, and so forth, you have to feed the beast to some degree."

He likens the process to going to the gym, emphasizing that consistency and perseverance are crucial, even on days when motivation is low.

The Future of B2B Content Creation

Looking ahead, Pomerantz sees both challenges and opportunities in the B2B content space. He acknowledges the potential impact of AI-generated content but believes that authentic, human-created content will continue to have value:

"I still think people are going to reject, assuming we're able to identify AI influencers, people are going to reject them pretty quickly. It's like, why would I trust a computer program that's been told what to do?"

Advice for Aspiring Content Creators

For those looking to break into B2B content creation, Pomerantz offers this advice:

"Taking action already puts you ahead of 95% of people. That's so lame, everyone's been thinking about this for years. Like, [just] do it. Who gives a [care] if it's perfect or not?"

He encourages aspiring creators to experiment, trust their instincts, and not be afraid to put their work out there, even if it's not perfect.

The Importance of Authenticity

Perhaps the most crucial takeaway from Pomerantz's journey is the importance of authenticity. The Corporate Bro character, while exaggerated, is rooted in real experiences and observations from the B2B world. This authenticity allows Pomerantz to connect with his audience on a deeper level, creating content that resonates because it reflects shared experiences and frustrations.

Balancing Humor and Professionalism

One of the unique aspects of Pomerantz's approach is his ability to balance humor with professionalism. While Corporate Bro may push boundaries, Ross Pomerantz maintains a level of professionalism that allows him to work with major B2B brands. This delicate balance is key to his success and offers a valuable lesson for others in the space.

The Power of Niche Content

Pomerantz's success also highlights the power of niche content. By focusing specifically on B2B sales and tech culture, he's been able to build a dedicated audience that values his insights and humor. This targeted approach has allowed him to become a go-to voice in the industry, attracting partnerships with major B2B brands.

Measuring Success Beyond Metrics

While metrics are important, Pomerantz emphasizes the need to look beyond simple view counts or follower numbers. He and his team track various aspects of their content performance, but they also recognize the value of creating content that resonates deeply with a smaller, more engaged audience.

The Role of Personal Branding in B2B

Pomerantz's journey underscores the growing importance of personal branding in the B2B space. As traditional marketing approaches lose effectiveness, individuals who can authentically connect with their audience are becoming increasingly valuable to B2B companies looking to humanize their brands and connect with potential customers.

Embracing Vulnerability and Authenticity

One of the most powerful aspects of Pomerantz's approach is his willingness to embrace vulnerability and share real experiences. This authenticity allows him to create content that truly resonates with his audience, building a loyal following that extends beyond simple entertainment to genuine connection and trust.

The Future of Influencer Marketing in B2B

While Pomerantz is hesitant to use the term "influencer," his success points to the growing importance of influential voices in the B2B space. As companies struggle to connect with their audience through traditional means, partnerships with authentic, trusted voices like Corporate Bro are likely to become increasingly valuable.

Conclusion

Ross Pomerantz's journey from Oracle sales rep to Corporate Bro offers valuable lessons for anyone looking to make their mark in B2B content creation. His emphasis on authenticity, consistency, and quality over quantity provides a roadmap for success in this challenging but rewarding field. As the B2B landscape continues to evolve, voices like Pomerantz's will likely play an increasingly important role in shaping how companies connect with their audiences and build their brands.

For those inspired by Pomerantz's story, the key takeaway is clear: find your authentic voice, be consistent in your efforts, and don't be afraid to put yourself out there. In the world of B2B content creation, authenticity and perseverance are the true keys to success.

Article created from: https://www.youtube.com/watch?v=nUWF8r4lz3I