B2B Content Marketing Strategy: Where Do I Start?

Hey there, happy new year!

Before I get going, I just wanted to say I hope you had a relaxing holiday season. I appreciate your support as I get this newsletter off the ground! Alright, let's jump in.

Just before the holidays, I had a conversation with one of HubSpot's solutions partners. They were wrestling with a challenge that's becoming universal: the way we think about content marketing is being questioned.

• Search is evolving.
• Social platforms are designed to keep audiences on-site.
• And it's harder than ever to drive traffic to our websites for conversions.

This isn't just a trend. It's a fundamental shift.

We need to stop thinking about content as a keyword-to-traffic game. The brands that win will be the ones people actively seek out, the ones they subscribe to, because the content is that good.

So, when the partner asked me, "where should we start?" here's what I told them.

Step 1: How do you research your audience?

The foundation of any successful content strategy is a deep understanding of your audience.

• Who are they? Identify roles, problems, and goals.
• Where are they? Determine the platforms they spend time on. For example, sales reps often use LinkedIn and listen to podcasts while on the go, while digital marketers are more likely to watch long-form videos or engage with storytelling formats.
• How do they learn? Ask your customers directly about their media consumption habits. Surveys, interviews, and analytics tools can help you pinpoint channels of influence and content formats they like.

To underscore this, Rand Fishkin (founder of audience research tool SparkToro) recently wrote how critical it is to align marketing investments to the right channels of influence. That's why it's crucial to gather this information before deciding which content you'll invest in.

Step 2: Which channels should your content strategy prioritize?

Your audience research will help you make informed decisions about your channel strategy. However, I'm seeing industry trends that indicate most brands should consider investing in both a newsletter and a YouTube channel as their primary media products.

For example:

• Backlinko's research on Substack shows the platform now has over 20M active users and generates roughly 49M visits per month.
• Meanwhile, Nielsen data reported by eMarketer shows YouTube has now surpassed Netflix as the top streaming platform in the US.

Newsletters continue to grow in popularity as a trusted source of direct communication, and YouTube has become a dominant video platform.

Start with a Newsletter

The newsletter is the new foundation. It's your owned media (first-party subscriber list), a consistent touchpoint that builds trust and delivers value directly to your audience.

Here's how to make it great:

• Editorial Focus: Your newsletter should be educational, featuring industry news, trends, and practical advice for your audience. Fight the urge for promotional messaging.
• Consistency: Publish weekly. This creates a reading habit and gives you a reliable touchpoint to reach and engage prospects.
• Invest in a Writer: Hire a newsletter writer (ideally with a journalism background), someone who can conduct research, do interviews, and create something worth subscribing to.

Think of your newsletter as your industry's go-to trade publication, something your audience looks forward to every week. Lastly, consider publishing your newsletter editions directly to your blog and optimizing for non-branded search queries to extend your reach.

Add YouTube for Video Content

Next, allocate resources to a YouTube channel. Personally, I think video is the best format for learning new things, and I don't think I'm alone. More audiences are shifting to video-first platforms like YouTube, TikTok, and Instagram.

Here's how I'd approach it:

• Expert-Led: Feature a practitioner on camera: someone relatable and knowledgeable.
• Premium DIY: Avoid overly produced or salesy content. Instead, focus on producing helpful, 8-10 minute videos that feel like you're teaching a class or colleague. (I love this style from Ali Abdaal.)
• Actionable Value: Combine theories with on-screen tutorials and actionable takeaways. Give people a reason to subscribe and come back every week.

The channel should address your audience's day-to-day challenges while positioning your brand as a trusted source for information.

Step 3: Who should you hire for a lean content team?

You don't need a massive team to create impactful content. A small, focused group of three core roles can build a highly effective content engine:

1. Demand Generation Marketer: Your strategist: someone who understands content, audience growth, and the mechanisms of converting audiences into demand. They'll oversee the entire content operation, ensuring it aligns with your business goals.
2. Newsletter Writer: A skilled writer (journalism background preferred) who can craft compelling, research-driven content. Their focus is building a newsletter that audiences look forward to every week and maintaining your blog for additional distribution.
3. Producer: Your video and audio expert. This person manages long-form content for YouTube and repurposes it for short-form assets on organic and paid social.

Three core people, paired with AI tools for productivity and specialized contractors (graphic design, video editing, motion graphics), can handle your entire content program from start to finish.

Making it work: how do you repurpose and scale content?

With your newsletter and YouTube channel as your two long-form media products, you can repurpose that content across multiple channels:

• Pull clips from YouTube for Instagram and LinkedIn.
• Write X threads and LinkedIn carousels using highlights from the newsletter.
• Publish newsletters directly to your blog and optimize for nonbranded search.

Tailor each piece to the platform's best practices and audience habits to ensure engagement.

The future of content marketing

Content marketing is no longer just about keywords and traffic. It's about building media products that people actively seek out, something that would grow regardless of whether search engines existed. By starting with audience research, investing in foundational channels, and hiring a lean but skilled team, you can create a content engine that strengthens your brand, builds an audience, and converts them into revenue for the business.

Where do you plan to start this year?

Until next time ✌️
Kyle