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Define your distribution channels

  • Choose how to deliver content to your audience. Distribution channels should be based on your business goals, content marketing goals, and platforms where you can best reach your target audience.
  • Don't publish the same narrative on multiple platforms. Instead, adapt your content for each medium.
  • Consider adding outside channels to your content strategy, such as speaking/events and guest posts in third-party publications.
  • Consider alternative ways to promote your content.


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Choose a content management system

You need to publish content regularly. A content marketing calendar can help you track your content and when, where, and what should be published.

Consider content management system tools (CMS) to create, manage, and track your content.


152 reads

Conduct a content audit

A content marketing plan should be trackable. Consider how you will measure the results of your content marketing ahead of time.

  • Assess your content strategy from various sides - what's working, what needs improvements.
  • Choose ways to track your content...


116 reads

Define your target audience

Once you have set goals, conduct research on your target audience.

  • Who are you creating content for?
  • What problem will your content solve for your audience? A RACE framework can help you document your company's actions to draw, engage, and conv...


166 reads

Content marketing strategy

Content marketing strategy

A business-to-business (B2B) content marketing strategy is a guide that helps you communicate your business goals, determine the type of content you need, and define the best-suited distribution channels for accomplishing your goals.

A documented content strategy will help to avoid:



485 reads

Define your goals

Any content strategy requires setting goals. For example, your goals may be creating brand awareness or increasing the size of your subscriber audience.

The SMART goals framework can be helpful.

  • Specific. Goals should be clear.
  • Measurable...


178 reads

Define your brand identity, content type, and format

Consider what makes your product unique and why your customers should support you.

Provide a suitable content format for where your customers are.

  • Top of the funnel (TOFU): blog posts, "how-to" guides, infographics, checklists, ebooks, video tutorials.


138 reads




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  1. Determining Your Business Blog’s Purpose (e.g. Attracting quality traffic; Generating leads; Driving conversions; Educating users, etc.)
  2. Setting up Measurable Blog Goals (e.g. Attract X% of the total addressable market (TAM); Increase organic traffic by X%; or Get X% more leads in a ...


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