We use a four-step process for ourselves and every client we work with to create sales-focused content marketing. The four steps are:
- Research and Discovery
- Writing, Editing, and Wireframing
- Validating and Testing
- Deployment and/or Promotion
Each step is described in more detail below.
Laying the Foundation for Success
Before we jump into the content creation steps, let’s talk about laying a foundation for success.
Our experience shows that successful B2B content marketers have two things in common.
1. Clear Positioning – if your positioning is wrong, your marketing will fail. We want your marketing to succeed, so if we decide to work together, we’ll spend time reviewing, understanding, and, if necessary, refining your positioning.
2. A documented Client Acquisition Process – Most businesses don’t take the time to document “How Clients Happen.” This can lead to blind spots in your sales process and lost revenue opportunities. To avoid these problems, we recommend going through our Growth Engine Mapping Session.
Research and Discovery
Driving sales for B2B service companies through content marketing comes from sharing your unique knowledge, insights, and strategic approach related to solving the problems your prospects are facing.
For that reason, our process always starts with interviewing your in-house experts. This happens at the beginning of every engagement and again before starting work on any piece of content.
We’ll also take a look at your existing marketing materials. We’ll discuss what has been working for you, what hasn’t, and things you’ve been wanting to try.
Writing, Editing, and Wireframing
Now it’s time to turn what we learned in the Research and Discovery phase into marketing content that educates and motivates your prospects to take the next step.
We also perform our rigorous 7 Editing Sweeps to ensure accuracy, clarity, and a purpose behind every sentence.
And although we are not graphic designers, we understand the importance of layout and design. That’s why we provide wireframes (think digital sketches), so your design team will know exactly what to do with the content we deliver.
Validating/Testing
During this step, we answer critical questions, like:
- Is our messaging clear?
- Will our ideal clients find this useful?
- Are we offering prescriptive advice?
- Does the level of content sophistication match our prospects’ experience?
- Is it clear what the reader should do next?
When appropriate, we also have several techniques for testing our marketing content before publishing, including:
- User testing
- 5-second tests
- Preview emails
- A/B testing
All of these tools help us learn so we can spot poor-performing – or unclear – copy before it goes live.
And most importantly, learn what best resonates with your ideal prospects and motivates them to take action.
Deploying/Promoting
The best copy in the world won’t generate results if you don’t use it or if nobody sees it.
Unlike other copywriters who may consider the job done once they send you a document, we have the experience to show you how to put your new assets to work.
You can read more about our B2B Content Marketing Services here.
