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The beauty of gaining clarity on this pillar is that it informs both your positioning strategy and your overall marketing plan. Think about the problem your potential customer has, and brainstorm how you can provide value through your content; then serve it up to them, thereby owning that space. The companies that are most successful at producing excellent content use a marketing services bureau approach to pulling that information out of the heads of thought leaders. The key to this production model is to make it extremely easy to get the raw material out, whether that’s through an interview, by drafting documents or by creating an outline. It is then up to the marketing team to take that raw material and use it to create the best first deliverable. If you are engaged in a content strategy, it is very likely that you are so focused on content development that you’ve missed one of the greatest content strategy opportunities – content repurposing. For example, when you interview a thought leader, your objective is to create raw material. Once you’ve mined that raw material, you should start with the highest value output and go from there. You may feel that producing content is good enough and that once it’s been published, the content will be found. Create a posting cadence across all of your social channels to alert people to the availability of your content. Approaching your B2B content strategy by leveraging these four pillars will increase the impact of your thought leadership, and help you achieve your marketing goals. 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. If you are in need of a solid strategic business plan, not just a write up of what you are already doing, we can work together to create one that that you will be truly passionate about. Interpretation – Development of a summary “interpretation” document and present (without judgment or reservation) the best opportunities that will create new revenue and growth opportunities.
Review and Refine – This is a collaborative review and critique of the possibilites presented in the “Interpretation phase”.
Strategic Planning – Once the Review and Refinement phase is completed which may take numerous iterations, we take all of the information and conclusions and convert them into a, somewhat, traditional Strategic Business Plan.
Tactical Execution – If it is decided to move forward with the strategic plan created in the previous phase, the next step is to convert it to a tactical implementation plan which will, again, be an iterative process that might include other organizational leaders and specialists as well as outside research resources and vendors. Content repurposing is where you take the raw material discussed earlier and present it in a different way. For example, you might be producing the content for a blog post related to a product launch.
In other words, tweet about it, and post it on Facebook, Google+ and LinkedIn more than once. Not only can the deliverable be published, but that thought leadership content could be an enticement to get your thought leader interviewed for a podcast, a webinar or even for a speaking opportunity. Follow his insights on marketing technology at the Crimson Marketing Technology Blog and read his upcoming book, Moneyball for Marketing: How Brilliant Marketers Use Big Data and Marketing Technology To Win.
As well as understanding the problems your prospects have, it is important to understand where they are going to go when trying to solve those problems too. 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.
This is different from defining your positioning strategy, and it is also different from determining your value proposition. Not only do they need an easy way to get the information out of their heads, but they need someone who can take that information and put it into a compelling and coherent message. It could be a blog post, a presentation or an article, but it’s usually only one of those things, rather than all of them.
Post at different times of the day, and spread your effort out over days, weeks and months. Rather, think of promoting a stream of content that comes from that thought leader and your company.
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. This means that people who curate your content today will pay attention to content you produce in the future.
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. Using the example of the raw material that turned into a blog post and was then repurposed, here are some ways to think about promoting that content. You want to be known as a company that is highly knowledgeable about both the problem and its related solutions. Once that water has passed, no one is going to see it again, so when your readers revisit the waterfall, you want to present them with material they may have missed before. The point here is that you should put just as much energy into repurposing as you put into creating the original content.

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