For years, I believed my buyers lived on LinkedIn. Like squirrels in a digital treehouse, I imagined them sipping oat milk lattes and nodding thoughtfully at white papers about customer retention. So I posted. And posted. And then—nothing.
Not a click. Not a share. Not even one of those pity “likes” from your cousin who went to business school. After a month of shouting into the algorithmic abyss, I began to wonder: What if my buyers don’t actually live here? What if they’re somewhere else entirely—somewhere I’ve never thought to look, like Reddit or a third-page Google result?
And this, dear reader, is the tragic comedy of modern marketing. We create content like we’re hosting a dinner party—but forget to check if anyone’s even coming over.
The Great Content Mirage
Let me guess: you spent three weeks writing an article called “10 Proven Strategies to Future-Proof Your B2B Pipeline,” complete with original charts, a clever CTA, and an image of a raccoon in a blazer (for “engagement”). You published it on your company blog, posted a teaser on LinkedIn, and maybe even emailed it to a list that still includes three interns and a guy who once downloaded your eBook in 2017.
Then you waited.
And nothing happened.
This isn’t because your content was bad. It’s because your buyers weren’t there to see it. They were somewhere else entirely—comparing your software on G2, lurking on Reddit forums, or bingeing YouTube demos while pretending to “research vendors” during budget meetings.
What are “Content Sources”?
When we say “content sources,” what we actually mean is: Where are your buyers hiding?
- Blogs?
- Newsletters?
- Review sites?
- Podcasts hosted by people named Trevor who live in Brooklyn and say things like “Let’s unpack that”?
- YouTube?
- The bottom of your website’s footer menu?
These are the digital watering holes where your buyers hang out before they ever show up on your radar. Some are researching. Some are doom-scrolling. Others are just trying to figure out what a “freemium” plan actually includes.
The point is: buyers don’t live on your website. That’s where they visit once they’ve already made up their mind (or at least decided you’re less awful than your competitor).
But Wait—Aren’t All Buyers on LinkedIn?
No. Some are. Some are on TikTok. Some are still reading Yahoo Finance, and we don’t talk about them. Most of them are everywhere and nowhere, floating through a content fog of how-to guides, vendor comparisons, influencer rants, and vaguely threatening retargeting ads.
The problem is, marketers keep showing up to the same party—LinkedIn, email, maybe their blog—and wondering why no one’s dancing. Meanwhile, your buyers are in another room entirely, playing poker with your competitors and asking Google very uncomfortable questions like “Why is my CRM broken?”
How BuyerTwin Figures Out Where the Party Actually Is
BuyerTwin doesn’t guess. It doesn’t assume. It doesn’t just follow people around with a clipboard and hope for the best.
It maps.
It looks at actual behavior across your content and beyond—what people read, watch, search, and skim through before making decisions—and then tells you, quite plainly, “Your audience is on review sites. Also, your product video is too long.”
Let’s break it down.
1. Cross-Channel Behavior Tracking
Most tools tell you someone clicked something. BuyerTwin tells you why.
It connects the dots between:
- Your blog
- Your email newsletter
- That one podcast guest appearance your CMO did where he mispronounced “API”
- Review platforms
- YouTube demos
- Competitor site visits
So if someone reads a feature comparison blog on your site, hops over to your G2 page, and then opens your pricing email? That’s not a coincidence. That’s a buyer telling you, in the digital equivalent of Morse code: “I’m almost ready. Please don’t ruin this.”
2. Source Weighting & Journey Mapping
Not all content is created equal. A pricing page is not the same as a blog post about “alignment.” (Spoiler: nobody is aligned.)
BuyerTwin assigns weight to the content sources in the journey. That means you’ll know:
- What content sources attract buyers at each stage
- What builds trust
- What converts them
- And what makes them leave faster than your ex when you brought up joint checking accounts
It’s like a buyer GPS that actually works.
3. Actionable Insights Instead of Vibes
Let’s say you learn 70% of your high-converting leads first engage via third-party newsletters or industry podcasts. Fantastic. You can now:
- Shift ad spend
- Pitch guest content
- Create podcast-friendly assets
- Stop wasting time begging your intern to make “LinkedIn native carousels”
You go from “posting and praying” to actually showing up where people already care.
Misconceptions That Refuse to Die
Let’s review a few popular myths:
❌ “Our buyers are on LinkedIn.”
🧠 Reality: Some are. Most are also on Google, review sites, niche Slack communities, and binge-reading their competitors’ documentation pages.
❌ “Nobody reads blogs anymore.”
🧠 Reality: Buyers read useful blogs. Especially when they’re trying to convince someone else (like their boss) that your product is worth the money.
❌ “Review sites don’t matter.”
🧠 Reality: They matter more than your 2-minute explainer video with a ukulele soundtrack.
So… What Should You Actually Do?
Here’s your survival guide:
- Stop guessing. BuyerTwin gives you the receipts.
- Prioritize the top-performing content sources. Even if they’re not sexy. (Yes, that trade publication from 2006 might actually work.)
- Format content to match the medium. Don’t put blog posts on YouTube. Don’t send podcasts in a PDF.
- Create a buyer journey map that includes where people start, not just where they convert.
- Share this data with your sales team so they stop asking, ‘Where’d this lead come from?’
In Conclusion: Follow the Crumbs, Not the Crowd
Most marketers build content calendars like they’re planning a royal wedding—lots of effort, very little relevance.
If you really want to reach your buyers, you need to go where they’re already paying attention. Not where you wish they were. Not where your boss thinks they are. Where they actually live.
BuyerTwin shows you that. Quietly. Elegantly. And without requiring yet another Slack channel.
🎯 Want to Know Where Your Buyers Hang Out?
Sign up for a free account and let BuyerTwin map your buyer’s real journey—so you can stop performing for empty rooms.