B2B CONTENT STRATEGY
GREAT CONTENT FLOWS FROM A CLEAR CONTENT STRATEGY
Pinpointing your buyers’ content needs and aligning to your brand proposition throughout the customer journey gives your brand that competitive edge.
At Isoline, we have a well-established content strategy process that works for tech B2B companies. We work collaboratively with you to cover each of these steps, developing a robust content strategy that can form the foundation of all your marketing activities, helping you achieve your goals.
Our B2B content marketing strategy team then works with you to develop a content plan that is fully integrated with your marketing and sales calendar, including trade shows and product launches.
And that’s it! We engage with you and your content owners proactively, gathering the information we need to create impactful and effective content in alignment with your calendar. Keeping audiences engaged and achieving your content goals.
Sounds simple, doesn’t it? Well, it is! Get in touch and let’s talk about your goals. Looking for strategic partners who offer no fuss guidance and campaigns mapped back to business objectives?
OUR STRATEGIC PROCESS
We are not just copywriters with a flair for translating complex technology into engaging content – though that’s something we are proud of. Our deep sector understanding coupled with strategic creativity brings content marketing campaigns to life – to deliver tangible results.
Isoline’s content strategy process consists of seven key steps:
Review of existing processes:
We review any existing content plans and strategies, and strategic marketing plans you have in place. We work with you to understand which processes are functional and which are not. We conduct an inventory of existing content to understand what is being produced, and how each piece is being used.
We conduct deep-dive analytics of website and keyword performance to create a highly accurate picture of what content types and stories your audiences are looking for. We also research your competitors so we can differentiate.
Target audience identification:
Who are you talking to? What are their goals/ aspirations/ concerns? Just as sales processes address different types of stakeholders, content strategy must do the same. Different audience types prefer different types of content, resonate with specific messages and play a different role in the sales cycle.
At this stage we establish what you want your content to achieve for each audience segment. We go beyond simple goals like ‘purchase’ or ‘awareness’, as content strategy can achieve goals that are much more subtle and multi-layered.
Establish your message(s):
This is the starting point for brand assets, such as positioning and key messages that might have already been defined for other parts of the marketing mix. We also factor in the competition, and for technical or complex product categories, plan the level of detail needed in content.
Key campaign creation:
We map out a content calendar with key ‘campaigns’ that run over the year. These might be driven by audience segment, product or any other imperative. At this stage we also identify the formats that will work best for your message and audience: web content, long-form content such as white papers, graphical content like infographics, AV content, interactive quizzes and polls.
Metrics and KPIs:
Content strategy is not static: it needs to be refined based on how it is achieving your goals. We define content metrics that help us keep your campaigns on track. Check out our content performance and measurement services