Content Strategy and Planning in B2B Marketing

Name: Content Strategy and Planning in B2B Marketing
Rating: 4.3 (169 reviews)

The most comprehensive course for B2B content strategists

Created bySuhasini Kirloskar

Last updated 12/2023

English

What you'll learn

Content marketing professionals will learn how to enhance their knowledge and work as content strategists.
Entrepreneurs will learn content strategy that will help brand building and lead generation.
All B2B marketing professionals can learn content strategies that make content marketing successful.
Content writers will learn to create content strategy aligned to organizational goals.

Course content

6 sections • 24 lectures • 2h 21m total length

Overview, Meet Suhasini, Why Content Strategy Matters5:26
An introduction to the course and to the trainer, Suhasini. Why Content Marketing is so important in B2B marketing. What does content strategy creation entail? We look at the 'Why', 'What', and 'How' of content strategy.
How Content Drives B2B Marketing Goals11:49
How content drives many different specific marketing objectives. Content is relevant for positioning, inbound lead generation, SEO, and marketing campaigns. What is Content Strategy and what does it encompass?
Content Strategy Overview Quiz

Setting SMART Goals for Content Marketing5:21
Students will appreciate why content marketing should have specific goals. They will learn how to set SMART goals for content.
Main Purposes that Content Goals Are Aligned to6:06
After this lecture, students will know how to set SMART goals aligned to the purposes of brand awareness, lead generation, SEO, and customer retention. They will see different examples of SMART goals.
Content Goals Quiz

Audience Research14:20
Students learn all the sources for audience research. Sources for research include information that exists within your organization, in the CRM and marketing analytics. External sources include news reports, industry data, and the competitive landscape.
How to Create Buyer Personas6:49
Why it's important to create buyer personas. Preparing for buyer persona interviews. What should we ask during buyer persona interviews to understand the individual's goals, challenges, behavior, demographics, and media consumption?
Case Study - Setting SMART Goals5:37
A practical application of everything we've learned. Work on a case study as a content strategist. We start by understanding our objectives and setting SMART goals for content marketing.
Preparing for Buyer Persona Interviews3:54
Case Study: Play the role of a content strategist. Plan the buyer persona interviews and conduct research about the industry.
Case Study - Creating the Buyer Persona7:29
Case study: Playing the role of a content strategist. We look at all the findings from the buyer persona interviews and define our buyer persona.
Using the Content Strategy Template - Goals and Buyer Personas1:43
Earlier in this section, you downloaded the Content Strategy Template. This lecture quickly tells you how to use it to record your goals and buyer persona findings.
Buyer Personas Quiz

Why Brand Voice Is Important and How Mailchimp Defines Theirs4:32
This lecture introduces the concept of 'brand voice' and looks at how Mailchimp defines theirs.
Steps to Creating Your Brand Voice4:10
We learn the steps to finding your brand voice and creating your brand voice chart. Brainstorm with internal stakeholders and consider the needs of your buyer persona.
Brand Voices of B2B Brands in Different Verticals2:57
Here we look at world-leading B2B brands in technology and aerospace, read their brand voice guides and see how they are applied in their content.
Creating Your Brand Voice Chart2:24
How to use the brand voice brainstorming voice brainstorming process document. Using the brand voice sheet to capture your own brand voice chart.
Brand voice quiz

Themes, Pillar Content and Topic Clusters5:34
Understand the concept of content themes, pillar content, and topic clusters. How do these benefit your SEO efforts?
Sources of Ideas for Content9:11
Learn the sources of ideas for content topics. Finding ideas from buyer queries. See which blog topics have proven to be most effective for marketing.
Content for the Different Stages of the Buyer Journey2:58
What is the right content for the awareness, consideration, and decision-making stages of the buyer journey? Learn the right approach with examples.
Using Google Trends to Generate Content Ideas, Examples of High Ranking Content6:28
Learn how to use Google Trends to generate ideas for content topics. We also discuss examples of high ranking content and what their topics are.
Using the Pillar and Cluster template0:46
Using the pillar and clusters sheet in the content strategy template to record your content topics.
Themes, Pillar Content and Topic Clusters Quiz

Content Audit, and Planning Your Content Creation Team6:28
Content planning starts with a content audit. Then you need to create the right content creation team. See the skills that you need in the content creation team.
How to Select and Onboard a Content Creation Agency9:04
How to identify the right content creation agency for you. Coordinating with your subject matter expert colleagues. Onboarding the agency to create an effective working arrangement.
How to Create a Content Calendar6:57
How to schedule your content creation and publishing. Different ways to create and track your content calendar.
Introduction to Marketing Automation3:07
How marketing automation tools can help to deliver personalized content.
Content Promotion Channels8:40
Learn the channels available for publishing and promoting b2b content, and the right approach for each channel.
Content Calendar and Publishing Quiz

Requirements

A basic understanding of marketing concepts.
Some exposure to digital marketing will be helpful, as well.

Description

This is a comprehensive course designed for B2B brand marketers, content marketing agencies, or individuals looking to take on the role of a content strategist. This course covers the Why, What, and How of B2B content strategy. There are plenty of examples, as well as quizzes. Students can use the helpful templates provided.

The course modules include

1. How Content Drives B2B Marketing
The most successful B2B brands have a well-defined content strategy.

2. Setting Goals for Content Marketing
How to set SMART content marketing goals.

3. Defining Buyer Personas
Conducting audience research to define buyer personas.

4. Defining Your Brand Voice
The personality and emotion infused into your content. A clear and consistent brand voice ensures all content is aligned and consistent, and goes towards creating a stronger brand.

5. Content Themes, Pillar Content, Topic Clusters
Maximizing the SEO benefits of good content. Identify the topics that will create the maximum impact.

6. Content Planning: Publishing, Promotion, Content Calendars
Well-planned execution to ensure your content strategy delivers results. Audit your current content, and create your content team and calendar.

There are plenty of examples from software, consulting, office furniture, aerospace, legal services, and more.

The course includes 24 lectures, 6 quizzes, a content strategy template, and a brand voice brainstorming process doc.

Who this course is for:

Entrepreneurs, corporate managers or freelancers who work to create and promote content.
Content writers who want to take a strategic approach to content

Content Strategy and Planning in B2B Marketing

What you'll learn

Explore related topics

Course content

Introduction, How Content Drives B2B Marketing2 lectures • 17min

Setting Goals for Content Marketing2 lectures • 11min

Defining Buyer Personas6 lectures • 40min

Defining Your Brand Voice4 lectures • 14min

Content Themes, Pillar Content, Topic Clusters5 lectures • 25min

Content Planning: Publishing, Promotion, Content Calendars5 lectures • 34min

Requirements

Description

Who this course is for: