#71: B2B Content Strategy (with Lashay Lewis)

Apr 24, 2023

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ADVICE

Build Content Bottom Up From Sales And CS Insights

Do build content from the bottom of the funnel up to drive signups rather than chasing high-search-volume top-of-funnel topics.
Interview sales for “life before” pain and customer success for “life after” outcomes, then target queries prospects already search for.

INSIGHT

Company Insight Beats Google Research

Insight: The richest, unique POVs come from internal teams, not Google's top results.
Sales and customer success talk to prospects daily and provide the specific language and scenarios that make content resonate.

ADVICE

Validate Topics With Internal Interviews Then Tools

Do interview sales and customer success first to collect concrete pain points and outcomes before keyword research.
Use that internal data as your hypothesis, then validate and expand topics with tools like Ahrefs or Google autosuggest.

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Lashay Lewis helps B2B SaaS companies create profit driven content strategies. We talk about why a B2B content strategy should be built from the bottom of the funnel up, why she interviews sales teams to understand "life before using the product" and why she interviews customer success teams to understand "life after using the product" and how that influences content strategy, how writing influences buyers, the power of a strong company POV, training in-house writers and freelancers in a way that scales, where podcasting fits in a B2B content strategy, why search volume can be misleading, and thoughts on how content marketers can use ChatGPT.

Send guest pitches and ideas to hello@exitfive.com
Exit Five on LinkedIn: https://www.linkedin.com/company/exitfive/
Exit Five on Twitter: https://twitter.com/exitfiveco

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This episode is brought to you by Demandwell. This episode is brought to you by Demandwell. Demandwell is the best SEO solution for B2B SaaS marketers. They’ve helped customers like Lessonly drive 40% of their revenue from organic search. And they helped Terminus’s make organic search their number one source of demos

Thanks to our 2023 presenting sponsors Demandwell, Jasper, and Zapier.

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

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***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

They give you unlimited podcast editing and strategy for your B2B podcast.
Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
Visit hatch.fm to learn more