As revenue leaders, we spend the majority of our time working on strategy, processes, and metrics... And we should. But when you step back and look at how our customers and prospects actually get to know us, what they really interact with, it’s our content.
Content is the heartbeat of B2B growth—yet, let's face it, much of it is uninspired and forgettable. B2B content is often generic, jargony, and timid. And it’s not a stretch to say you could swap logos on the content in most categories and not even tell the difference.
So how do you create content that doesn’t suck? That’s what we’re going to cover today with content expert Ardath Albee. Join us as we walk through the key steps of the content process and uncover insights, advice, and mistakes to avoid so we can create content that is super engaging, highly relevant, differentiating, and actually drives growth.
KEY MOMENTS IN THIS EPISODE:
0:00 – Intro
2:50 – The 7 steps of the content process
3:42 – Step 1: How do you help clients define their target audience?
14:52 – Step 2: Questions to ask when interviewing personas when gathering research and insights
21:05 – Step 3: Key considerations for developing new or refining existing positioning and messaging strategies
26:57 – Step 4: How to not get lost in the forest of details when content planning
33:34 – Step 5: The secret to efficient and effective content execution
39:51 – Step 6: Nobody cares if it doesn't get shared, now it's time to distribute
47:03 – Step 7: The best metrics for measuring content effectiveness
Ardath Albee is a B2B Marketing Strategist and CEO of Marketing Interactions where she creates personas and persona-driven content marketing and buyer enablement strategies for her clients. She’s written two books—Digital Relevance and eMarketing Strategies for the Complex Sale—and is often found speaking at industry events, leading workshops, and on the lists of the top B2B industry experts to follow.
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