The framework is simple...
As a B2B company, your marketing success hinges on the ability to create and promote content. This is by no means an oversimplification - content is everything.
We’re not just talking about blog posts and social media updates - the scope of content extends beyond marketing and into sales, customer success, operations and more.
CONTENT STRATEGY
Offer design
A deep understanding of your customer’s problems and how your service solves them. Through this deep research we can craft a series of “offers” that can be used throughout marketing campaigns to properly introduce prospective customers to your brand.
Competitor research
Benchmarking current performance vs top competition in your vertical. This analysis will dictate the best strategies to get your customer’s attention, including…
- The digital platforms where your customers are spending their time (i.e LinkedIn, YouTube, etc) and the context of use
- The content types are needed to reach your audience (video, written, audio, social)
- Which ad platforms to buy traffic (Facebook, Google, YouTube, LinkedIn, etc)
- Outreach opportunities for links and PR (blogs, influencers, podcasts)
“Pillar” assignment
Content “Pillars” serve as a guide for every piece of content you create. These pillars are defined based on your customer’s pain points, ensuring that all content maps back to your customer’s journey.
Content audit + inventory
A review of past content with the aim of updating, improving or repurposing. We will also collect and organize content assets from across the organization to be reused or repurposed in upcoming campaigns.
CONTENT PRODUCTION
Topic ideation
Generation of content topics for 90 days worth of production. Topics are organized into a workbook, which should serve as your brand’s content calendar across your organization for the upcoming quarter. Each topic should include:
- Map directly to one of your brand content “Pillars”
- Each topic blown out into multiple content types (video, audio, blog post, etc)
- Where each piece of content will be promoted (Ads, YouTube, LinkedIn, etc)
- Outreach opportunities for links and PR (blogs, influencers, podcasts)
Content briefs
Each topic should follow a detailed outline that provides the content creator everything needed to build a world class content for your brand. Including (but not limited to) title, keyword research, video script, creative guidelines and more.
Content creation
From our experience partnering with B2B companies, we find this to be one of the areas where campaigns fall flat. Getting content created consistently, without sacrificing quality, is a huge challenge. We find the most common missing piece is organization. In other words, you already know how important content + promotion is, you’re just too busy to take on a project of this size. Our system is built to connect the dots within your organization (ideas, conversations, people) and ensure timely, consistent execution. Book a call with us to learn more.
CONTENT PROMOTION
Every piece of content you create needs to be promoted. We like to follow a traditional promotional framework:
- Owned
- Earned
- Paid – advertising, influencers, promotions
Owned channels
- Email list – email serves as a platform to nurture potential prospects. Part of our strategy includes list building tactics using “gated” content and funnels with paid traffic.
- Social media – your primary focus should be on LinkedIn, Twitter and YouTube. These platforms provide the best opportunities for you to capture organic reach. The key is understanding the context of each platform and the micro content needed to build a following (we got you).
- Communities – building a community inside of platform like Slack, Facebook or LinkedIn is a tremendous way to generate leads and spread your brand’s authority.
Earned channels
- Digital PR – getting featured in guest appearances (i.e. podcasts), PR, link outreach
- Guest appearances – your primary focus should be on LinkedIn, Twitter and YouTube. These platforms provide the best opportunities for you to capture organic reach. The key is understanding the context of each platform and the micro content needed to build a following (we got you).
- Link iytreacg – building a community inside of platform like Slack, Facebook or LinkedIn is a tremendous way to generate leads and spread your brand’s authority.
Paid channels
- Facebook Ads – getting featured in guest appearances (i.e. podcasts), PR, link outreach
- Google Ads – your primary focus should be on LinkedIn, Twitter and YouTube. These platforms provide the best opportunities for you to capture organic reach. The key is understanding the context of each platform and the micro content needed to build a following (we got you).
- LinkedIn Ads – building a community inside of platform like Slack, Facebook or LinkedIn is a tremendous way to generate leads and spread your brand’s authority.
- YouTube Ads – building a community inside of platform like Slack, Facebook or LinkedIn is a tremendous way to generate leads and spread your brand’s authority.
