B2B Content Marketing

Strategy & Consulting

An effective content marketing program requires a scalable, global framework. We dig in and work with you to establish a clear, data-driven strategy to reach your business goals. We’re looking for your most compelling ideas here, and that often involves three stages of work:

1

Content Audit

A curious content marketer’s questions start with what’s already out there. That means we:

  • Research how your historical content is performing. What’s getting tons of traffic? What’s sitting as dead weight? Which posts could be a lot better with a few tweaks, updated links or new images?
  • Find out what your competitors are up to. What ideas and channels have they staked clear claims to? And where have they left openings or opportunities?
  • Review your target audience personas. How are they spending their time online and off?
  • Evaluate how well your brand is coming through in your content — and how well it syncs with what your customers think of you.
  • Create a content marketing SWOT analysis identifying your strengths, weaknesses, opportunities and threats.

2

Content Marketing Road Map

Once we know the content landscape you’re competing in, we find a place for you to make your stand.

  • We’ll uncover your big ideas. What do you want to be known for in the world? What’s your manifesto? 
  • We’ll map out audience development and conversion paths for your target buyer personas: How will you drive people to your site? How will you convert them into loyal readers and (ultimately) buyers? Which channels will yield maximum impact?
  • We’ll make recommendations to improve your content production process. This can include reviewing and updating your marketing team structure, designing new roles and job descriptions and optimizing workflow processes. 
  • We’ll review your marketing tech stack and make recommendations for optimizing for data collection, efficiency and conversion.
  • We’ll identify and benchmark the KPIs that matter most for your unique business challenges and goals.

3

Editorial Planning

Our detailed editorial calendars turn big-picture strategy into action. This is where we map out:

  • Format
  • Topic
  • Author
  • Target keywords
  • Promotion cadence
  • Publish date
  • Target audience
  • KPIs for engagement

Ready to Get Started? Let's Talk!

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