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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. GeoHub is a portal of open location-based data from city departments that empowers both the public and city employees to explore, analyze and build on the data.
Youths are highly enthusiastic about starting their own businesses in order to realize their dreams.
Hundreds of runners and walkers gathered in the afternoon of November 8, 2015 at Ap Lei Chau for the 12th CyberRun for the Rehabilitation with the theme of “Sunset Jogging to Cyberport”.


Esri China (HK) participated in the 20th Anniversary Ceremony of our long-term business partner NetCraft Information Technology (Macau) Co. Esri User Conference (Esri UC) 2015 was once again successfully held in San Diego from July 18-24. In Esri User Conference every year, Esri presents hundreds of organizations worldwide with Special Achievement in GIS (SAG) Awards. GIS professionals, users and friends who open the website of Esri China (Hong Kong) every day may have a pleasant surprise in early August. Smart City promises to enhance the quality of city living by using Information and Communication Technology and related initiatives are generating interests among different sectors in the city.
The revamped Statutory Planning Portal 2 (SPP2) of Town Planning Board launched last fall has quickly become one of the most popular website providing public information. The 7.8 magnitude earthquake occurred in Nepal on 25 Apr 2015 has taken over 8,000 lives and injured over 19,000 people. Esri is supporting organizations that are responding to earthquake disasters with software, data, imagery, project services, and technical support.
The Hong Kong Council of Social Service in 2002, the Caring Company Scheme aims at cultivating good corporate citizenship. The Esri Asia Pacific User Conference (APUC) has finally returned to Hong Kong after a decade and the 10th Esri APUC was successfully held in 27-28th January 2015. This year, about 600 delegates from 20 countries of Asia, Oceania, Europe and North America descended upon the Hong Kong Convention and Exhibition Centre. The net income attributable to Coca-Cola's shareholders fell to $770 million or 17 cents per share in the last quarter ended December 2014.
Muhtar Kent, the CEO and Chairman of Coca-Cola, said that their main focus was on accelerating growth and taking advantages of opportunities that would come their way.
The main revenue growth was witnessed in Latin America last quarter followed by 5% gains from North America and Africa-Eurasia. 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.


A year earlier, the net income attributable to shareholders was 38 cents per share or $1.71 billion. 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. He also said that 2015 was like a transition year since initiatives taken would materialize soon. 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. Even though the macroeconomic environment is now unstable and highly volatile, the company hopes to see positive outcomes. Consumers have even shifted away from consuming diet soda since artificial sweeteners are added. However, in the last quarter sales rose to $5.37 billion which accounts to almost half of total sales.
Finally, Coca-Cola has said in a statement that they gained volume and value share in still as well as sparkling beverages, juice drinks, juice as well as ready-to-drink tea. The main reason that the company cited for this growth is due to marketing investments and a rational approach to their pricing strategies. This high consumer spending is due to a bright job market as well decreased gasoline prices.
The consumer confidence has increased tremendously, according to a report released last month. The report also stated that this confidence is at the highest peak since the last seven years.



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