How to Build a Content Strategy That "Drives Pipeline"

Everyone Hates Marketers | No-BS Marketing & Brand Strategy Podcast

In this episode, Sara Stella Lattanzio pulls back the curtain on what it really takes to build a content strategy that drives pipeline in a B2B company. She talks about the resistance she faced and shares her proven tactics for overcoming obstacles and proving the value of content marketing.

• (00:00) - Intro
• (02:41) - Sara's pet peeve
• (05:24) - First actionable steps as a marketer
• (09:47) - How to find and convince the right people for content marketing
• (20:42) - Getting people involved
• (25:55) - When did you drive more pipeline
• (27:14) - Sara's content strategy process
• (32:15) - What's a cluster
• (35:01) - How do you decide on a cluster
• (39:11) - The difference between content strategy and editorial calendar
• (43:39) - How do you deal with the fear of judgment
• (48:24) - The difference between business in the US and the EU
• (50:52) - Sara's top 3 resources

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