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01.11.2013
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. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Marketing Campaign Model Canvas (MC2) is an aid for marketers to articulate and consolidate their campaign planning, quickly and easily. Before you start talking, find out who you’re talking to. Is your offering aimed at the everyman end-user whose concerns are unlikely to extend beyond issues of personal relevance such as convenience and usability? Getting a good handle on the target audience will let you make your moves with confidence later in the game, so you want to be as accurate as possible.
More often than not, dig enough and you’ll find some that are shared by all levels – all personas. Everybody has problems they need solving, and aligning your offering to those is key to generating appeal.


If your offering can save their users time spent on routine tasks, freeing up that time to use on more crucial things (or even to get the job done and knock off earlier – thumbs up for staff morale!), call it out. As marketing strategist David Meerman Scott put it, are you going to earn your way in, or buy, beg, and bug your way in? This is inbound versus outbound marketing – getting found through strong branding and content marketing, versus finding folks and showing them what you’ve got.
Useful, compelling content is the meat and potatoes of your campaign. This is the thing that makes people even want to take a look at your offering, much less put it on the shortlist to their shortlist.
The only sure way to success in any campaign is working on what you can quantify. But first you need to define what those are.
Additionally, consider: what can you afford to do in-house? What can and should you outsource? And do you have reserves? Promotion plays a role in the perception the possible target audience may have about your service. Services marketing is that elusive concept which stays incomplete without a thorough understanding of 7 Ps. Also did you read our article on the The 4 P’s of Marketing – The Marketing Mix strategies? 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.
Or does it target, say, 5-10 man companies, who would typically be more concerned about flexibility and cost savings? Now would be a good time to call in support from your comrades on the ground, and look deep into the profiling. These universal pain points bear as much attention as the big hurts that afflict only, say, IT staff or large enterprises. If it will give cash-strapped companies a means of getting the functionality of expensive solutions on their own terms, underscore it. Nail down what works for yours, and align them with the overall objective. Think about brand awareness.
The metrics you collect along the course of the campaign will tell you how you can tweak and adjust your performance to achieve those numbers.
Who would want to travel 10 miles to have a regular dinner, even if that is priced very competitively and has a super quality?
Services being intangible, processes become all the more crucial to ensure standards are met with. These form the critical success factors for any service as evaluated by a possible customer.


Our authors are educators from top QS ranked universities and practitioners from multinational enterprises. 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.
No matter how great your offering, if it doesn’t resonate with them, they’re not likely to spend on it. Product demo videos, case studies, blog posts filled with helpful tips – you have a lot of choices to present your offerings.
You want each activity you run to have a direct and positive impact on how people perceive you and your offerings. Services can range from financial services provided by the banks, technology services provided by the IT company, food and ambiance as a service provided by restaurants or even a blog where an author provides a service (information presentation, interesting reading etc) to his audience. The attributes of the product, vis-a-vis the attributes offered by competing products and substitutes, are important in estimating the competitive scenario for the marketing strategy formulation. Promotion leads to service (brand) recognition and further establishes a proxy to evaluate quality of services based by potential customers. Process mapping ensures that your service is perceived as being dependable by your target segment.
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.
Identify what matters, and what processes need to be put in place to track and measure them.
Services marketing are dominated by the 7 Ps of marketing namely Product, Price,  Place, Promotion, People, Process and Physical evidence. What is important to note that services being all the more intangible, the price becomes an important factor for the actual service consumption to happen, after service awareness and service acknowledgement. Many different promotional tools are often used like internet advertisement, special events, endorsements which happen out of the store or in-store merchandising like branded boxes from Custom Boxes Now, plastic dump bins and digital signage. Intensive training for your human resources on how to handle customers and how to deal with contingencies, is crucial for your success.
Would you like eating at a joint where the table is greasy or the waitresses and cooks look untidy and wear a stained apron? The 7 P framework is one of the most popular framework for deciding a marketing strategy, right from strategy formulation to actual implementation.




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