Invest in Insights to Tell a More Compelling Story
We can help content marketers find the right inputs to drive content strategy — especially for the more demanding requirements of B2B marketing:
- Stakeholder interviews (partners, key customers, influencers, SMEs)
- Audience analysis: define the needs and preferences of the people you want to engage — buyers, customers, partners, etc.
- Buying cycle: explore how customers research potential purchases, who plays a role in the decision making, and the implications for content requirements
- Messaging hierarchy: develop content worksheets to organize key messages, channels/media (how you want to engage your various audiences), and what’s required to address their questions or key issues
Given insights from this research, you can confidently map your content strategy to your customers’ buying journey, their channel and communications preferences. This will enable you to tailor your content marketing programs to what matters most to your customers and their buying influencers.
Conduct Buyer Persona Research
You’ll learn the key priorities, motivations and the buying journey for the key buying roles that you need to influence or persuade.
Later, when you’re ready to put your research findings to good use, we can also develop substantive content assets for you, such as case studies, eBooks or white papers.
Map Your Strategy
Before spending your year’s budget on content execution, map your content strategy first. Make sure it’s driven by external insights into your buyer personas and their buyers’ journey. Don’t rely solely on what you hear from product managers or sales people.
And if you work for a B2B firm, don’t forget to explore requirements driven by channel marketing or sales enablement.
We offer services to help clients develop this big picture framework, including an assessment of organizational maturity for content marketing.