B2B content marketing strategy & support
Content marketing has become a vital part of contemporary marketing activities – but it’s much more than simply creating ebooks and putting these on your website. B2B content marketing is complex and requires a wealth of planning and strategy in order for these pieces of collateral to help you achieve your growth and revenue goals. At Keystone Copywriting, I'll work with you from start to finish to ensure your content marketing has a strong foundation and flourishes into a prosperous channel in your marketing activity.
Messaging hierarchies
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A messaging hierarchy is a functional document that sits at the heart of your marketing. This easy-to-use matrix pairs your audience pain points with your company’s approved response and call to action. The outcome is that whoever writes for your business or engages with your buyers can quickly locate the best messaging for the particular scenario. Not only does this provide consistency throughout your marketing activities, but it can also be used as a sales aid for your wider business.
Content plans and synopses
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Having created your messaging hierarchy, it’s now time to turn your attention to your B2B content marketing. In most cases, budget restraints will mean you need to create content that provides a suitable narrative for multiple decision-makers and audiences at once. Thankfully, your messaging hierarchy enables you to see consistencies and common ground among your buyers’ pain points. From here, the goal is to create the most engaging content plan for your campaign that is both informative and engaging for your audiences to read.
Communication plans
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Now that your business has a functioning messaging hierarchy and a clear plan for the content you wish to create/distribute – it’s important to ensure the activity aligns and generates the best results. A communication plan is a clear and concise document that explains how and when your marketing activity will take place, ensuring that the narrative aligns through all channels. For example, if your content for a particular month focuses on a specific topic, it’s important that your emails and social channels also prioritise this topic and drive audiences to your most lucrative locations – i.e., gated content landing pages.
Ongoing optimisation
A key part of B2B content marketing is adapting and optimising your strategy based on your results, KPIs and wider market developments. At Keystone Copywriting, I'll work with you to examine your findings, optimise your tactics and potentially even pivot your messaging depending on the latest requirements. This approach will ensure that your activity is always positioned to generate the best results and outcomes.
