How to Start Executing Your B2B Content Strategy

Part 1 of 4: Championing Content Marketing in a B2B OrganizationPART 4 OF 4: Developing a B2B Content Strategy Series

I'm a Content Marketing Consultant and CEO of Honigman Media.

HI!I’m Brian Honigman

CLEARLY DEFINE GOALS

$ + aFirst you understood your

resources……which allowed you to

plan your content.Now you must identify

your goals.

Specific, Measurable, Actionable, Results-oriented and Time-bound

SET S.M.A.R.T. GOALS

S.M.A.R.T. GOALSWill be very beneficial when it comes to having a

data-driven approach to content.

MAP GOALS TO CONTENT

NOW THAT YOU KNOW YOUR GOALS…

…PAIR THEM TO TYPES OF CONTENT MOST LIKELY TO HELP YOU ACHIEVE THEM

HUBSPOT MAPS THEIR GOALS TO THEIR CONTENT VERY WELL WHICH CONTRIBUTES TO THIER SUCCESS

GENERATE SPECIFIC IDEAS FOR

CLICAKBLE CONTENT

PAY CLOSE ATTENTION TO YOUR COMPETITION

Specifically, what content seems to be working for them.

SKYSCRAPER TECHNIQUE

Take your competitions proven content..

…and then one-up them with your improved version

THEN EMPLOY THE

Utilize the customer empathy map from part two…

YOU CAN ALSO BROADEN YOUR CONTENT SEARCH…

…to identify more unique and tailor-made content for your audience

BUILD OUT AN EDITORIAL CALENDAR

ONCE YOU’VE MAPPED OUT YOUR CONTENT

the most important thing is to devise a detailed plan highlighting when you will launch your content

COLLABORATION IS THE MOST IMPORTANT THING

When it comes to a successful editorial calendar.

THIS MAKES A TOOL LIKE GOOGLE DOCS IDEAL FOR A CONTENT CALENDAR

HERE’S A FREE CALENDAR TEMPLATE!Also included is a detailed article highlighting key concerns for content calendar creation!

Check it out!!

CONSISTENCY IS KEY

“80% of success is just showing up.

–Woody Allen

“

YOU COULD IGNORE ALL MY ADVICE AND SUCCEED

if the only thing you follow is keeping your content effort consistent

BUT YOU COULD FOLLOW ALL MY ADVICE AND FAIL

if the only thing you don’t do is make sure to be diligent with your content efforts

CONSISTENCY WILL HELP YOUR CONTENT

GAIN MOMENTUM

AND STICKING TO CONSISTENT GOALS WITH HELP YOU MAINTAIN MORALE…

Source: MOZ

ROI /

EFF

ORT

The Gap of Disappointment

Investment Required

Returns Generated

Month 1 Month 6 Month 12

Effo

rt

BUDGET TIME/RESOURCES FOR

DISTRIBUTION

NO ONE SEES ITIF A PIECE OF CONTENT IS LAUNCHED

WAS THE CONTENT EVEN LAUNCHED?

GETTING THE WORD OUT ABOUT YOUR CONTENTis the most important thing, especially when you are

first starting a content effort

IDEAL RESOURCE SPLITWhen first starting a content effort should be…

60% DISTRIBUTION 40% CREATION

ONE FINAL NOTE

THE RESULT OF FOLLOWING THIS LESSON WILL NOT BE A STATIC PLAN

RATHER IT WILL BE THE BEGINNING OF A PATH

USE THIS GUIDE AS A REFERENCE AND STICK WITH IT, BECAUSE

REMEMBER…

“ Even the journey of 1,000 miles begins with

a single step–Lao Tzu

“

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