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30-Day Money-Back Guarantee
Marketing Content Marketing

Content Strategy and Planning in B2B Marketing

The most comprehensive course for B2B content strategists
Rating: 4.4 out of 54.4 (25 ratings)
99 students
Created by Suhasini Kirloskar
Last updated 6/2020
English
English
30-Day Money-Back Guarantee

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.

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

2. Setting Goals for Content Marketing

3. Defining Buyer Personas

4. Defining Your Brand Voice

5. Content Themes, Pillar Content, Topic Clusters

6. Content Planning: Publishing, Promotion, Content Calendars

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.

Course content

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

  • Preview05:26
  • Preview11:49
  • Content Strategy Overview Quiz
    3 questions

  • Setting SMART Goals for Content Marketing
    05:21
  • Main Purposes that Content Goals Are Aligned to
    06:06
  • Content Goals Quiz
    3 questions

  • Audience Research
    14:20
  • How to Create Buyer Personas
    06:49
  • Case Study - Setting SMART Goals
    05:37
  • Preparing for Buyer Persona Interviews
    03:54
  • Case Study - Creating the Buyer Persona
    07:29
  • Using the Content Strategy Template - Goals and Buyer Personas
    01:43
  • Buyer Personas Quiz
    3 questions

  • Why Brand Voice Is Important and How Mailchimp Defines Theirs
    04:32
  • Steps to Creating Your Brand Voice
    04:10
  • Brand Voices of B2B Brands in Different Verticals
    02:57
  • Creating Your Brand Voice Chart
    02:24
  • Brand voice quiz
    2 questions

  • Themes, Pillar Content and Topic Clusters
    05:34
  • Sources of Ideas for Content
    09:11
  • Content for the Different Stages of the Buyer Journey
    02:58
  • Using Google Trends to Generate Content Ideas, Examples of High Ranking Content
    06:28
  • Using the Pillar and Cluster template
    00:46
  • Themes, Pillar Content and Topic Clusters Quiz
    5 questions

  • Content Audit, and Planning Your Content Creation Team
    06:28
  • How to Select and Onboard a Content Creation Agency
    09:04
  • How to Create a Content Calendar
    06:57
  • Introduction to Marketing Automation
    03:07
  • Content Promotion Channels
    08:40
  • Content Calendar and Publishing Quiz
    5 questions

Instructor

Suhasini Kirloskar
B2B Marketing Consultant, Content Strategist, Writer
Suhasini Kirloskar
  • 4.4 Instructor Rating
  • 25 Reviews
  • 99 Students
  • 1 Course

I work as a marketing consultant, content strategist, content writer, and corporate trainer. I've conducted training programs for BMC Software, Metro Services, Sungard, Persistent Systems, etc. I'm one of the trainers on the panel for the Google FICCI Digital Unlocked program in India.

I serve on the advisory board of Mitcon Institute of Management and deliver online training for Manipal Prolearn for their PG certification in digital marketing.

My consulting projects span a variety of sectors - technology, healthcare, HR consultants, logistics, and others, and my clients are based in the USA, Canada, the UAE, and India.


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