Use this B2B content marketing strategy and framework to guide your content development and marketing strategy and best practices.

1. Cyclical Content Framework:
BuyerJourney
Strategy Production Distribution Analytics
User activity: User channels: Your business goal:
Types of content you need to
create: Your marketing activities:
Measuring content
effectiveness:
Awareness
Do their job better: be more
efficient, leverage best
resources
Google, industry
publications/blogs, social,
email, events
Generate awareness: grow
traffic through integrated
marketing channels and earn
content subscribers (pre-MQL)
Free content: Users will seek
educational content: thought
leadership, tips and best
practices. Needs to be
optimized for search engines
Develop pre-MQL newsletters
(subscriber emails). Amplify
content through paid social,
influencers, curate additional
thought leadership content
Acquisition metrics:
marketing channel growth, new
traffic from marketing channels
(new users), subscriber counts
Engagement
Know about products and
solutions: neutral sources first,
content and customer success,
second
Google, industry
publications/blogs, social,
email, events, advertising,
brand sites, review sites,
analyst/research sites
Drive engagement: provide
diversified content to qualify
subscribers (segment and
develop specific stories)
Premium content: Users will
seek neutral content and
business user proof: industry
studies, analyst reports,
customer references and case
studies, social and third-party
reviews
Engage all demand gen
marketing tactics. Provide
diversified content via email
nurture designed to
progressively profile and lead
prospects towards a conversion
Engagement metrics: return
visitors, content downloads,
sharing, social following, new
links, email engagement
Conversion
Go to website with the intent to
convert
Your-business.com
Grow MQLs: move subscribers
to engage more to become an
MQL (download premium
content, demo request, webinar
sign-up, etc.)
Website content: Users will
seek brand copy/videos to
support/reinforce their beliefs
and address lingering concerns
Provide content needed to
transact (internal & external)
and begin retargeting
campaigns
Conversion metrics: last
touch and assisted attribution
modeling
A B2B Content Marketing Strategy