B2B Content Marketing Strategy Checklist

1. GOALS. Content Marketing Goals

• goals should be measurable
• content objectives should directly support organisational priorities, business outcomes:
• 1. drive brand awareness,
• 2. increase customer acquisition
• 3. support retention strategies

2. AUDIENCE. Characteristics of the Key Target Audience

Segment the audience based on insights:

• personas
• demographics,
• psychographics
• behavioural

Messaging are relevant and drives engagement and action if:

• the customer journey is mapped
• audience needs, pain points and preferences are identified

3. MESSAGE. Tailored Messaging to different audience segments

1. Channel’s Audience have preferences and expectations. Adapt message’s:

• tone,
• language
• formats

2. Justify copy choices.

4. FORM. Relevant Content Format and Media

Content formats should be right:

• blogs,
• videos
• infographics,
• webinars,
• case studies

Assess media based on:

• unique strengths
• suitability (audience + objectives)
• direct resources toward the most effective formats to maximise impact and ROI.

5. DISTRIBUTION. Suitable paid and owned channels to distribute content

Content should reach the right audience at the right time

• owned channels (websites and email)
• paid options (social media advertising or search engine marketing)

Mix should focus on maximum reach and engagement + maintaining cost efficiency

6. CONTENT PLAN. Schedule for Content Production and Distribution

• Campaign should have milestones.
• Maintain CONSISTENCY and timeliness. Audience have expectations to it.

7. METRICS. Measure and Optimize Content Performance

• Maximise the effectiveness of a content strategy
• Ensure long-term success
• Use KPIs and analytics for insights
• Refine content, channels and formats