Learn how to build a content strategy plan for our individual business needs and move forward with confidence in marketing content creation efforts.

1. The 5 Key Elements of a Better
B2B Content Marketing Strategy
A Better B2B Marketing Clinic
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&
He&is&a&founding&partner&at&Brainrider&where&
he&specializes&in&customer<focused&thinking,&
marke?ng&strategy,&and&marke?ng&
technology.&&&
@Brainrider | @Nolin

2. Better Content is…
YOU
ARE
• Driven by objectives HERE
• Customer-focused
• Demonstrates subject
matter expertise
• Supports your programs
• Easy to publish & share
• Measurable performance
(Your Customer is here)
@Brainrider | @Nolin

3. Better content!
is not about !
you.

4. Customers Want Content That
Helps Them Solve Problems…
@Brainrider | @Nolin

5. … Aligned To Their Buying Decision
If your
What’s my How do I fix Are you
customer
is asking: problem my problem right for me
Education Solutions Credentials &
They
want: & Thought & Product Decision
Leadership Suitability Support
• Trends • What is the solution & • Pricing
how does it work
• Benchmarks • Bench strength
What to • Solution comparisons demonstration
• Analyst coverage
share • Pitfall analysis • Case studies
• 101 Education
with • Readiness & suitability • ROI/TCO
• How to guides
them: assessments
• How other people • How to buy
• How do I choose a
are solving this • Working with us
vendor
@Brainrider | @Nolin
5"

6. … Aligned With Your Programs
If your
What’s my How do I fix Are you
customer
is asking: problem my problem right for me
ACQUIRE&PROSPECTS&
Program Education Solutions Credentials &
They
Objective:
want: & Thought & Product
NURTURE&PROSPECTS& Decision
Leadership Suitability Support
DETERMINE&SALES<READINESS&
• Trends • What is the solution & • Pricing
how does it work
• Benchmarks • Bench strength
What to • Solution comparisons demonstration
• Analyst coverage
share • Pitfall analysis • Case studies
• 101 Education
with • Readiness & suitability • ROI/TCO
• How to guides
them: assessments
• How other people • How to buy
• How do I choose a
are solving this • Working with us
vendor
@Brainrider | @Nolin

7. How to Build A Content Strategy
! Prioritize measurable
objectives
! Articulate the
business you’re in
using customer terms
! Profile your target
customer segments
! Identify content
that’s working now
! Develop content
aligned with what
your customer wants
to know
@Brainrider | @Nolin

8. Prioritize Measurable Objectives
How"many"qualified"customers…"
Genera;ng" VISITOR& ! Find you & your expertise
Awareness"
&&
Acquiring" PROSPECT&
! Identify themselves &
Prospects" give permission for contact
! Recently active, or re-activated
Nurturing" ! Engage with your content
ACTIVE&
Prospects" PROSPECT& ! Segment: Tell you what they want to know
! Segment: Tell you more about themselves
Determining" ! Meet MQL/SAL criteria
Sales" MQL/SAL&
Readiness" ! Signal readiness to buy
@Brainrider | @Nolin
8"

9. We’re In The ____________ Business
@Brainrider | @Nolin
9"

10. Profile your target customer
• Who are you talking to?
• Are there specific groups or segments?
• Think beyond firmagraphics
Who&are&your&3&best&customers?&
Who&is&your&perfect&customer?&
Who&are&the&buyers,&influencers,&stakeholders?&
What&key&events&or&ini?a?ves&are&crea?ng&a&need?&
@Brainrider | @Nolin
10"

11. What content is working today?
• What content do you share today?
• What is it about?
• How do you choose it?
• How is it organized and merchandized?
• Which assets are most engaging?
• What does your audience like about it?
• How can it be further leveraged?
@Brainrider | @Nolin
11"

12. Now align with what
your customer wants to know
@Brainrider | @Nolin

13. Identify customer needs & pains
• How to …
• How do I …
• Do I need more/less …
• Should we …
• Comparing …
• Choosing a …
@Brainrider | @Nolin

14. How the process might look
14"

15. Organize by customer needs & pains

16. How the end result should look
@Brainrider | @Nolin

17. Resources For Better B2B Marketing
Evaluate your Content, Website, & Programs with our
Free Better B2B Marketing Checklist
Let’s review your content & website
Free 20-minute consultation
Go to Brainrider.com/Nolin
For more helpful B2B Marketing content, visit:
@Brainrider
www.linkedin.com/company/brainrider
Resources: brainrider.info
Articles: brainrider.com/blog