Content Marketing is essential for building trust, generating demand, and guiding prospective clients through the buyer’s journey. But crafting a content strategy that resonates with B2B audiences requires more than just publishing articles or posting on social media. B2B marketers must navigate audience research, storytelling, format selection, and performance measurement while ensuring every piece of content supports business goals
Content Marketing
Content Marketing is essential for building trust, generating demand, and guiding prospective clients through the buyer’s journey. But crafting a content strategy that resonates with B2B audiences requires more than just publishing articles or posting on social media. B2B marketers must navigate audience research, storytelling, format selection, and performance measurement while ensuring every piece of content supports business goals
Who is this for?
Get a glimpse into the course
Experts
Ben Stroup
President of Velocity Strategy Solutions
Joseph Saunders
Sr. Content Marketing Manager at INFUSE
Robert Teplansky
Director of Marketing at IntelliChief
Experts
Course curriculum
Lesson 1How Content Marketing drives Demand Generation
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In this lesson, you’ll explore how Content Marketing drives Demand Generation by building trust, increasing visibility, and supporting decision making throughout the buyer’s journey. You’ll examine the role of different content types, how to balance gated and non-gated assets, and why intentional content planning leads to stronger engagement. By the end, you’ll understand how content can attract the right audience, nurture interest, and serve as a foundation for scalable, client-focused marketing growth
Lesson 2Mapping content to the buyer’s journey
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In this lesson, you’ll learn how to align content with each stage of the buyer’s journey to create a more connected and intentional client experience. From awareness to retention, each content type plays a specific role in supporting progress. We’ll also touch on how your Ideal Customer Profile and buyer personas inform content planning, helping you choose formats and messaging that feel relevant, build trust, and guide prospects forward with confidence
Lesson 3Building a Content Marketing strategy that works
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In this lesson, you’ll explore how to design a Content Marketing strategy that supports your goals, connects with your audience, and scales over time. You’ll examine a practical framework for planning, execution, and analysis, along with methods for mapping content, coordinating teams, and building consistency across formats. The lesson also covers how to distribute content intentionally and how to integrate owned, earned, and paid channels into one cohesive, omnichannel experience that drives momentum and delivers measurable results
Lesson 4Adapting and evolving your content strategy
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In this lesson, you’ll explore how to keep your content strategy responsive as tools, trends, and client expectations evolve. The lesson covers how to evaluate performance using the right metrics, optimize content for better results, and repurpose high-performing assets to increase reach and relevance. You’ll also learn how to stay agile in a fast-changing environment by using AI tools strategically while maintaining consistency, clarity, and trust across every touchpoint in your content ecosystem
Course curriculum
Lesson 1.How Content Marketing drives Demand Generation
In this lesson, you’ll explore how Content Marketing drives Demand Generation by building trust, increasing visibility, and supporting decision making throughout the buyer’s journey. You’ll examine the role of different content types, how to balance gated and non-gated assets, and why intentional content planning leads to stronger engagement. By the end, you’ll understand how content can attract the right audience, nurture interest, and serve as a foundation for scalable, client-focused marketing growth
Lesson 2.Mapping content to the buyer’s journey
In this lesson, you’ll learn how to align content with each stage of the buyer’s journey to create a more connected and intentional client experience. From awareness to retention, each content type plays a specific role in supporting progress. We’ll also touch on how your Ideal Customer Profile and buyer personas inform content planning, helping you choose formats and messaging that feel relevant, build trust, and guide prospects forward with confidence
Lesson 3.Building a Content Marketing strategy that works
In this lesson, you’ll explore how to design a Content Marketing strategy that supports your goals, connects with your audience, and scales over time. You’ll examine a practical framework for planning, execution, and analysis, along with methods for mapping content, coordinating teams, and building consistency across formats. The lesson also covers how to distribute content intentionally and how to integrate owned, earned, and paid channels into one cohesive, omnichannel experience that drives momentum and delivers measurable results
Lesson 4.Adapting and evolving your content strategy
In this lesson, you’ll explore how to keep your content strategy responsive as tools, trends, and client expectations evolve. The lesson covers how to evaluate performance using the right metrics, optimize content for better results, and repurpose high-performing assets to increase reach and relevance. You’ll also learn how to stay agile in a fast-changing environment by using AI tools strategically while maintaining consistency, clarity, and trust across every touchpoint in your content ecosystem