Is your content strategy built around your business goals, or just your content calendar?

Most B2B teams produce content consistently and put real effort into it. But when someone asks, “What’s this content doing for the business?” the answer isn’t always there.

That issue almost always starts in the same place: the strategy was never tied back to business goals in the first place.

In this episode, which is part two of our seven-part B2B content strategy series, host Amy Woods breaks down where a content strategy should start. She shares how to understand business goals from a content point of view, all the way to gathering the audience insight that makes it all click into place.

Find out:

• Why understanding business goals is the only right starting point for a content strategy
• What business goals look like in a content context (from brand awareness to employer brand)
• How the buyer journey shapes what you create and why
• Why B2B buying is more complex than most content strategies account for
• Where to find real audience insight and what to do with it

Important links & mentions:

• Blog post about this episode: https://www.content10x.com/355
• Part one of our strategy series — What Is a B2B Content Strategy (And Why Does It Matter)?: https://www.content10x.com/354
• Take the B2B Content Operations Benchmark: https://www.content10x.com/benchmark
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• Content 10x: https://www.content10x.com/
• Amy’s book: www.content10x.com/book (Content 10x: More Content, Less Time, Maximum Results)

Timestamps:

• 00:00 Content Without Purpose
• 00:57 B2B Content Strategy Series Intro
• 01:38 Free B2B Content Operations Benchmark Assessment
• 02:18 Start With Business Goals
• 04:52 Mapping the Buyer Journey
• 05:26 Matching Content Types to the Journey
• 07:03 Why B2B Buying Is Never Just One Person
• 08:08 Gathering Audience Insights
• 09:45 The House Analogy: Matching Content to the Moment
• 10:59 Measurement and KPIs — Preview
• 11:43 Wrap Up and Next Episode

Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations.

She's also a best-selling author, hosts two content marketing podcasts (The Content 10x Podcast and B2B Content Strategist), and speaks on stages all over the world about the power of content marketing.

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