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Understanding the decision stages B2B customers go through as they decide to buy from you and developing the content they are looking for at each stage is an essential B2B Marketing better practice. Marketing Sherpa’s #1 lead generation best practice is: “IT’S ALWAYS ABOUT THEM (NOT YOU)“.
As always, we would love your input on how this planning compares to how you are marketing to your customers. Get StartedBrainrider can help you get better results with a B2B Website update, best practice marketing planning & execution, or a Pardot marketing automation implementation.
The following practical approach to B2B content marketing strategy provides a framework to plan content development and marketing prioritized against your objectives and audiences. For many B2B leaders, content marketing is a key initiative when marketing a complex product or solution.
The first step in building a B2B content marketing strategy is committing to measurable marketing objectives and prioritizing their importance against your business objectives.  B2B marketing plans often include both qualitative and quantitative objectives. Because content marketing is resource-intensive, you must prioritize your resource allocation to achieve better results. If you have the opposite priority of attracting more leads, then your investment priorities will be reversed.
The next step should focus on using a customer-focused articulation of the business you are in. The classic example is Theodore Levitt’s question: “What business are you in?” He illustrates this point with drill bits.
The third step in building your content marketing strategy is profiling your target customer segments. First, model your pipeline by understanding the different stages a customer goes through when deciding to do business with you.
The information-seeking has a broad focus, using more generic and high-level search terms and keywords. They are seeking assistance with definition, scope, and internal buy-in to solving a problem.
Keywords and search terms will be more specific and will start to reflect solution alternatives or categories. They have a solid understanding of how each alternative measures up and the decision maker is trying to get comfortable with committing to one of the decision alternatives. Keywords and search terms will be much more specific and will be focused on specific solutions. They have a solid understanding of how each alternative measures up and the decision maker is trying to get comfortable with committing to one of the alternatives. The chart below is the tool we recommend to map decision stages and content opportunities for your content plan.


Part of the answer to achieving better content marketing results is faster content planning and better execution. About 46% of people say they’d be more likely to seek out information about a product or service after seeing it in an online video.
Video is now the sixth most popular content marketing tactic, as 70% of B2B marketers use some form of online video with their overall strategies.
On average, mobile viewers watch videos that are three times longer those on PCs and laptops. Videos capture attention of your prospects, and if produced right, hold their attention, which can lead to increased engagement and conversion. Many times it’s best to plan a video strategy to target all levels of buyers within the funnel. Cisco is a leader in video marketing for their products; below is a sample content plan for their videos.
Planning: The steps involved with planning a video that will contribute to eliciting a positive response from your prospects.
Determine video elements: music, voiceover, subtitles, length (for advertising- stay within 30 seconds, for longer form, 3-5 minutes is best, but depends on the format and goals)  60 seconds is best for mobile. Your primary keywords should be near the beginning as only 25-30 characters are visible in YouTube search results. Put the URL at the beginning of your description so that the user will see the link at all times.
For driving leads with video,  a video landing page that features your video,  landing page copy that has strong benefit and CTA language,  offer and lead capture form should be the primary hub for your campaign. NuSpark has been extremely valuable with helping us develop a comprehensive demand generation plan in the United States and Europe. Luciana ShortalCarolyn (NuSpark’s Executive Director Content Strategy and Creation) and I worked together to develop a content marketing strategy for the division I lead at Gartner. Planning against these measurable strategic objectives allow you to report on marketing results instead of just tactical activities.
This will help to identify which content categories, topics, and approaches are most relevant to your customer. Drill bit manufacturers care about everything involved in the production of their drill bits, but drill bit customers don’t really want drill bits. Sales profiles, personas, and best customer models are tools you should use to profile your customer segments in order to improve the relevance and effectiveness of your content marketing. Make sure to focus on your customer’s needs and pains, rather than simply providing expert knowledge. Brainrider recommends using these 4 strategic elements as a practical framework to plan content development and marketing prioritized against client objectives and audiences.


Like any content development plan, you first need to define what your customer’s pain points are before scripting your video.
The traffic driver sources (social, email, display, PPC, etc.) should direct all campaign traffic to the video landing page. Utilizing their full scope of inbound marketing and content development services, our lead generation goals were far exceeded.
Paul surveyed potential outlets, helped us select the sites with the best demographics, established pricing, and organized the advertising copy.
Carolyn is extremely insightful and about the content marketing space and developing engaging content that educates potential customers and helps move them along the buying journey. Otherwise, your campaign will be trying to accomplish too many things at once without focusing on your objectives. The key in building the right segments is to identify customer needs and pains, filter them through the business you are in, group their needs and pains by roles or audiences, and then use that data to profile your top customer segments. Click here to download a working copy of the B2B Content Marketing Strategy Template or contact us for more information about how we help clients get better content marketing. Paul and his team have provided exceptional service and are always coming up with new marketing ideas for us to implement.
Additionally, his attention-to-detail with our pay-per-click campaigns has contributed to our conversion growth and increased ROI.
She would be a valuable partner to any organization looking to introduce the right content to generate demand for their business. You can refine your segments over time with more robust analytics and data but a quick segmentation is a great place to start knowing more about your customer and what they want to know.
While these areas of expertise are important to managing and operating a business, not all of them are relevant to what your customer wants to know. Understanding the business you are in through the lens of your customer ensures that you are marketing holes, not just bits.
It is important to profile these segments by developing a long list of customer needs and pains using your customer’s own “How do I” questions.
Offering prospects a white paper or case study in exchange for an email address is best practice to generate leads with content.  Videos that persuade free trials and demos are equally essential.



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