It’s unfortunate but true, most B2B content often falls flat—uninspired, generic, and forgettable. Yet, it doesn’t have to be this way.
In our latest episode of Growth Driver, we sat down with Ardath Albee for a deep dive discussion into the seven steps of the content lifecycle. We explored strategies that don’t just churn out content but craft narratives that resonate deeply with your audience and fuel their buyer’s journey. This blog post recaps our conversation, offering insights into creating content that can distinguish your brand amidst the noise.
Step 1: Defining Your Target Audience
Before embarking on content creation, ask yourself, “Who is my target audience?” A precise definition of your Ideal Customer Profile (ICP) is essential. If you are a large enterprise organization, consider whether your ICP remains accurate across different selling divisions or if adjustments are needed. Perhaps your sales divisions interact with varied market segments, demanding nuanced targeting strategies. Ensuring your ICP aligns across the board empowers you to tailor content that speaks directly to each segment’s unique needs.
Understanding your audience is not a one-time task but a continuous process that should adapt as your company evolves. Regularly revisiting your ICP ensures your content resonates with the changing dynamics of your audience, thus maintaining relevance and engagement.
Step 2: Uncovering Real Insights Through Research
Have you done your homework? Real insights are the bedrock of compelling content. To craft a story that resonates, you have to talk to the people who are actually going to buy your product or solution. Buying committees are today’s reality, and there are a lot of key influencers that may never show up on your website, but they’re in the scenes. Ensure you gather data that provides a holistic view of your audience’s preferences, pain points, and aspirations.
It’s not sufficient to know just the surface-level data; dig deeper to uncover the motivators and barriers affecting your audience. Surveys, focus groups, and social listening tools can provide invaluable insights. These insights inform your messaging strategy, ensuring it is not only relevant but also deeply impactful.
Step 3: Crafting a Smart and Courageous Messaging Strategy
How do you stand out in a sea of sameness? Your positioning and messaging strategy is where you need to be both smart and courageous. Differentiation is key—have you done enough of it? Developing a bold messaging strategy requires a deep understanding of your audience and market landscape. It’s about finding that unique angle or narrative that not only captures attention but also builds trust and conveys value.
A well-crafted strategy will position your brand as a thought leader and a trusted partner. It’s about taking calculated risks to push boundaries, ensuring your brand voice is both authentic and authoritative, which is critical for capturing the interest of C-Suite executives and decision-makers.
Step 4: The Art of Content Planning
It’s easier said than done, but avoid getting lost in the forest of details. Content planning should cover the entire customer lifecycle beyond just acquisition. This involves mapping out the buyer’s journey and ensuring each touchpoint is strategically designed to guide them seamlessly from awareness to decision.
Think of content like pieces of a puzzle—each must fit perfectly to create a cohesive narrative. Having a clear plan not only streamlines the content creation process but also ensures you’re addressing all stages of the customer lifecycle. This holistic approach prevents the creation of disjointed content, leading to a more synchronized and impactful customer experience.
Step 5: Efficient Content Development and Execution
Content development and execution are where strategic planning meets practical application. Efficiency is paramount—how do you leverage atomization and pillar pieces? By focusing on pillar content, you can create comprehensive pieces that provide substantial value and can be broken down into smaller, easily digestible fragments for various platforms.
This method allows you to maintain consistent messaging across channels while maximizing resource usage. Studying how large enterprises execute their content strategies can provide valuable insights into achieving scalability without sacrificing quality or effectiveness.
Step 6: Promotion and Activation of Content
How do you ensure your content reaches the right channels, eyes, and ears? Avoid the “build it and they will come” fallacy by proactively promoting and activating your content. It’s crucial to develop a robust distribution strategy that leverages multiple channels—social media, email marketing, SEO, and partnerships.
Strategically use data and insights to optimize your content placement, ensuring it reaches your target audience at the right time and in the right context. Effective promotion not only increases visibility but also enhances engagement and conversion rates, turning content into a powerful tool for growth.
Step 7: Measuring Content Success
What are your best KPIs for effective content measurement? Measurement is the final, yet critical step of the content lifecycle. Effective KPIs should account for the full customer lifetime, the entire buying team, and each storyline. This comprehensive approach ensures you’re capturing meaningful data that reflects your content’s true impact.
Utilize analytics tools to monitor engagement, conversion rates, and customer feedback. This data provides actionable insights, allowing you to refine your strategy continually. Remember, measurement is not just about assessing past performance; it’s about informing future content decisions to drive continuous improvement and success.
Dive Deeper
B2B content doesn’t have to be boring or costly to produce. By following these seven steps, you can create content that is not only engaging but also strategically aligned with your business goals.
For a deeper dive of these steps, tune into our conversation with Ardath Albee on Growth Driver, available wherever you listen to podcasts.