Content is how you woo prospects before they ever talk to sales. I’ll help you figure out what’s working, what isn’t and what to do about it.
You’re posting and publishing and tracking. And despite your best efforts, nothing seems to be working.
It’s more common than many companies would like to admit, and it’s not due to a lack of effort on your part.
Usually, when content marketing isn’t working, it’s due to one of these three problems:
It isn’t being measured properly.
In B2B, the path from blog post to signed contract is rarely a straight line. When your tracking can’t follow that path, good content looks like it’s doing nothing.
It’s written for the wrong reader.
The same sales pitch, rewritten for the 20th time. Content built around what the company wants to say, and buyers can tell.
It isn’t matched to the buyer’s journey.
Intro-level blog posts for an audience that already knows the topic better than you do. Whole stages of the buying process with nothing for buyers to read.
I’ve worked on teams where the goal was three posts a week, whether or not anyone had something to say. Where no one could tell me the call to action of a post, or how we’d know if a campaign worked.
I’ve sat across from CEOs who’d been burned before, explaining why they should keep paying for something that, in their eyes, never sold a thing.
I’ve written for agencies that cared more about keywords than whether a human could stand to read the result.
And here is what I learned.
Prospects are people.
It’s basic and logical, right? Of course prospects are people. But so often in B2B marketing, we treat our prospects like nameless, faceless companies instead of real people, making decisions influenced not just by need but by opinion, emotion, and even gut feeling.
So to succeed in content marketing, you have to create content for people.
I can show you how.
"We were impressed by her level of professionalism and the way she challenged us to really think about our target market."
I look at your content through several lenses: who it’s written for, how it sounds, how easy it is to find and whether it moves buyers toward a decision. Together, they give a well-rounded view of what your content is doing and where it’s falling short.
The end result is a report with clear, prioritized next steps. It could cover anything from fixing your tracking to rethinking your brand voice. Run with the plan yourself, or I write it for you.
Either way, you know what each piece is meant to do before anyone writes a word.
