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17.04.2016
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. Sketchnotes 2013300+ sketches about learning, sharing, tech, semi-retirement, business, delegation, and other topics. A No-Excuses Guide to BloggingWhat's getting in your way when it comes to blogging consistently?
Aviv Hi there Sacha, I know it's off topic but I have to ask - do you still have that Vaio U1 around?
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. Since B2B marketers continue to find difficulty in creating engaging, creative and unique content for prospects and customers, it’s not a surprise that they were hit hard by Google’s Panda update.It has become more important than ever to put out interesting content that will keep readers engaged and coming back for more.
You'll get a ZIP file (290+ MB) with hi-res images that you can easily flip through or print. Please feel free to reuse or share content under a Creative Commons Attribution license unless otherwise noted. 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 is one of the big reasons that 60% of B2B marketers plan to increase their content marketing budgets in the next year. 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. Blogs are also becoming increasingly important and are now the third most popular tactic used by 65% of marketers, a 27% increase from last year. Unlike many B2C marketers who put a large focus on conversion, the B2B sector, which represents companies like manufacturers and technology providers, use content marketing primarily for brand awareness, lead generation and customer retention. As a result, B2B marketers find it more difficult to measure success and 58% are still citing web traffic as the most useful search metric. As a marketing analyst, Danielle supplements the sales and marketing team with both broad industry and specific business research. One Comment Patricia Thibault says: July 27, 2012 at 9:11 amGreat post about B2B content marketing, Danielle!



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