3 must-haves when building your content strategy

In B2B marketing, implementing a content-led marketing strategy can be a powerful way to demonstrate your expertise, build engagement and drive demand for your products and services. A well-executed strategy should not only address the topics your clients are interested in but also align to delivering your business objectives.

Here are my 3 foundational bedrocks for building a content strategy:

1.        Align to what your clients care about

Begin by identifying the evolving topics, trends, and challenges that your clients face and that you can help solve. Your content strategy should revolve around connecting these client needs to your commercial priorities.

2.        Align to what you care about

Select the commercial priorities that will have most impact in delivering your business objectives. By aligning content with both client needs and business goals, you can create a focused marketing strategy. Your campaigns can then centre around signature content pieces with a series of integrated, measurable tactics designed to drive both engagement and demand for your commercial priorities.

3.        Maximise the value

Creating content takes lots of time and money. So make sure you squeeze out the value by repurposing and tailoring it for different segments, verticals and channels to extend its reach. And ensure internal engagement by making sure client-facing colleagues firstly know about the valuable work you’ve produced but also understand how it’s relevant for their clients, and how they should use it to build a conversation. And make sure the expectations on them using it are crystal clear and that any subsequent conversations are reported on and tracked.   

By focusing on these three key elements—aligning with client needs and commercial priorities and maximising the value—you can create a focused and effective content strategy that drives meaningful results.