B2B Content Marketing Strategy
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How can you create B2B content marketing strategies that deliver predictable growth? B2B Content Marketing Strategy is a practical guide for mid-career marketers who want to implement human-centric strategies that break through long, complex buyer journeys and deliver measurable results. It combines proven principles, detailed frameworks and actionable tools to help you optimize content across every stage of the marketing cycle.
Written by B2B marketing expert, Devin Bramhall, for professionals navigating shifting buyer behavior, rapid platform changes and outdated playbooks, this book shows how to align media, technology, and audience insight to achieve sustainable growth. Drawing on real-world examples from Cisco, Help Scout and Navattic, you will learn how to: - Develop living audience profiles that evolve with market needs - Apply a media-first approach across owned, earned and paid channels - Optimize content plans to align with brand and revenue goals - Build communities that increase reach, trust and loyalty With detailed chapters, practical models and case studies from startups to global enterprises, B2B Content Marketing Strategy equips you to implement high-impact strategies that strengthen credibility, accelerate growth and enhance your career impact.
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- Kogan Page
- 9781398622524
- 9781398622500
- ePub
- 1
- Devin Bramhall
- English
- 2025-10-03
- 100
- 10
- 10
Kaflar
- Cover
- Endorsements
- Titlepage
- Dedication
- Contents
- List of Figures
- Foreword by Suneet Bhatt
- Acknowledgments
- Introduction
- How Venture Funding Broke B2B Marketing
- How’s Everybody Doing?
- The SEO Content Playbook: From Innovation to Saturation
- The C-Suite Problem
- The Path Forward: Redefining B2B Marketing Strategy
- I’m Not Here to Show You the Way I’m Here to Show You a Way
- Notes
- 1 B2B Content Marketing Strategy Needs a Refresh
- How’s “Doing Content Marketing” Going for You These Days?
- Our Playbooks Aren’t Working That Well Either
- A New Approach to B2B Growth
- 2 Principles of Good Content Marketing Strategy
- Why Content Marketing Programs Fail
- Adopting a Strategic Mindset
- B2B Content Marketing Has Changed
- Principles of Good Marketing Strategy
- Applying These Principles to Create Your Strategy
- Common Mistakes to Avoid When Applying These Principles
- Conclusion: From Principles to Practice
- 3 The Human-Centered, Multimedia Approach to Content Marketing
- Community Growth = Company Growth
- How Human-Centered Content Differs from Brand Marketing
- Media Compounds Community ROI
- Why More Companies Don’t Do Community Right
- Conclusion: From Human-Centered to Human-Powered
- Notes
- 4 The Community Growth Framework
- The Community Exponent
- Community Is Your Strategic Advantage
- The Community Mindset: Slow Your Role
- Building Your Community Growth Foundation
- The 4 Steps of the Community Growth Framework
- Trust the Process: Prioritizing Awareness and Affinity over Immediate Conversions
- We Need to Talk About Crickets
- Conclusion: Communities Are the Future of B2B Growth
- Notes
- 5 Getting to Really Know Your Customers
- Marketing Mary Wants More
- How Did We Get Here?
- B2B Buyers, Decision-Makers, and Leaders Are Changing
- What Does All This Mean for Customer Research?
- How I Conduct Customer Research Like a Human Person
- Creating a Living Customer Profile with AI
- The Ongoing Journey
- Conclusion: The Ongoing Journey of Customer Understanding
- Notes
- 6 Turning Knowledge Into Resonance
- What Is Resonance?
- No One Cares About You (Sorry)
- Most B2B Content Fails to Resonate for Three Reasons
- How Do You Make People Care About You?
- Forget “Thought Leadership” and Be Vulnerable
- What Happens If I Mess Up?
- Conclusion: From Resonance to Results
- Notes
- 7 Aligning Channel, Message, and Messenger
- From Channels to Environments
- From Messages to Meaning
- From Messenger to Community
- Finding Your Sweet Spot
- Measuring Success in a Nonlinear World
- Conclusion: From Funnels to Ecosystems
- 8 Designing an Efficient Content Marketing Plan Using Media and AI
- Elements of Strategy
- Using AI: Practical and Systematic Application
- Getting Started: Outlining Your Plan
- Avoid These Pitfalls, If You Can
- Conclusion: Making Efficiency Your Competitive Advantage
- 9 Measuring and Reporting on Content Marketing Strategy
- Marketing Fundamentals: A Quick Review
- Common Reporting Mistakes Marketers Make
- Signal vs. Noise: Predicting Future Impact
- Conclusion: Turning Measurement Into Mastery
- Note
- 10 What Makes Good Content?
- What Exactly Is Quality Content?
- There’s No Single Definition Of Quality and It’s Fine
- The Problem with Quality as a North Star
- Who Really Determines What’s Quality Anyway?
- Developing Quality B2B Content Marketing
- It’s All About Your Audience
- How Do I Know If I’m Successful?
- Conclusion: Defining Quality on Your Own Terms
- 11 Securing Buy-in for Your Content Marketing Strategy
- Making More Pizza vs. Making More Profit
- A Peek Inside the CEO Mindset
- Tactics That Can Help You Get Buy-In but Won’t Guarantee You Do
- The Cold, Hard Truth
- Maintaining Buy-in Companywide
- Don’t Lose Your Cool, Even When Everyone Else Does
- Getting What You Want Is a Decision
- Conclusion: Leaders Don’t Wait for Opportunity, They Create It
- 12 Building a Content Culture: Cross-Functional Collaboration
- Making the Case for Content
- Why Building a Content Culture Matters
- The Reality Check: Why Cross-Functional Collaboration Often Fails
- The Fundamentals of Cross-Functional Content Collaboration
- Department-by-Department Collaboration Frameworks
- Making Content Collaboration Easier at Your Company
- Overcoming Common Challenges
- Building Content Culture for the Long Term
- Conclusion: From Content Program to Content Culture
- 13 What Happens When It Doesn’t Go to Plan?
- “It” Never Goes to Plan
- Why It Doesn’t Go to Plan
- What’s Going On with Your CEO?
- Creating a Plan B
- Conclusion
- Index
- Copyright