Effective content marketing is ALL about the audience. Prospective buyers don’t care why your company is amazing. They care about how you can help them solve their problems and realize their opportunities. Market accordingly.

Content Strategy

Know your audience. Know what content they need when they need it.

Who are your buyers and what questions are they asking?

What role do I play in the buying process? What motivates me? What challenge(s) and/or opportunity(ies) keep me up at night? What do I expect in a solution? What constraints or objections might I have to a solution? What outcome am I looking to achieve?

What is the journey the buyer travels to get to decision?

Buyers have different needs at different stages of their buyer journeys. It's important to understand the buyer's context and identify the questions that need to be addressed at each stage. It's also important to understand what will trigger a buyer to move to the next stage and to identify the barriers to progression. Knowing where your buyers are in the buying cycle helps you create and promote content to engage them.

What content is the right content for the buyer at each stage, and how do you deliver it at the right time?

What content can you provide to answer buyers' questions? Where will your buyers find that content? How will your buyers respond to different ways that content is packaged?

B2B buyers purchase in teams. 65% of all technology decisions are actually made at the IT management and staff level.


Content Execution

Create content that people want. Get it to the people who want it. Measure how they use it.

Your mission: Deliver the right insights at the right time.

Buyers are people And people love stories.

Measure content success.


Agree on what is success and how it will be measured


Set goals & align content strategy with goals


Build your goals into your analytics platforms


Build analytics into the content review process


Test, analyze, tweak (learn from successes and failures)

Marketing now owns a much bigger piece of the lead-to-revenue cycle. And B2B marketers must take responsibility for engaging with the customer through more of the buying journey.

–Forrester Analyst Lori Wizdo

Content Integration

Every department within the organization needs to be plugged into your content marketing activities.

60-70% of B2B content goes unused0%

… So content integration is the key to ensuring your content gets put to use – and maximizing your content marketing ROI


Share the content with everyone involved in the buying process/ sales pipeline/ marketing funnel. Sales, obviously. HR. Operations. Investor relations. Customer service. Yes, even finance. And it’s a two-way street: You tell them what’s being published and how it can benefit their efforts (so they use it!) and they feed you info about what’s happening in their worlds, so that the content you produce resonates better with the audience and adds value across the customer lifecycle.


Learn more in the blog post 7 Steps to Content the Sales Team Will Actually Use

While salespeople need to be comfortable with the tension inherent in a teaching-oriented sales conversation, sales and marketing leaders must create teachable insights for them to deliver in the first place.

–The End of Solution Sales, Harvard Business Review

We can help you do content marketing right