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Building a B2B Content Marketing Strategy

This course will cover foundations and execution of a succcessful content strategy. Kathryn Strachan, founder and CEO of a global award-winning content marketing agency will walk you step by step through her content strategy playbook, packed with tons of practical examples and tools.

Who is this сourse for?

This course is for professionals aiming to master B2B content strategy, whether you're a marketing novice or a seasoned pro seeking to sharpen your skills. Perfect for anyone looking to excel in the dynamic field of B2B marketing.

What you’ll learn

Learn to build a comprehensive B2B content strategy: define market positioning, identify your audience, develop content pillars, conduct keyword research, execute cross-channel campaigns, and measure KPIs and ROI.

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Kathryn Strachan

Kathryn Strachan is the founder and CEO of CopyHouse, a global award-winning content marketing agency that works with some of the largest and fastest-growing tech brands. Kathryn is also a respected Forbes contributor and industry speaker, featuring at esteemed events such as Money20/20, Semrush Workshops, and TechTalks. With a passion for enlightening audiences, she regularly delivers compelling talks on a wide range of topics, such as SEO, customer-centric content, technology marketing, agency culture, leadership, and female entrepreneurship. Additionally, she hosts the podcast 'Tech Marketers Uncorked', where she interviews top marketing leaders from various leading tech enterprises. Kathryn also judges influential award programs and has been recognized for her business acumen, receiving accolades from The Drum, BIMA, and IoD, among others. Alongside overseeing CopyHouse, Kathryn serves as a non-executive director on The NHS Counter Fraud Authority and as a Council Member at The Alliance of Independent Agencies while also providing strategic marketing and growth advice as a fractional marketing director to other companies.

Course Structure

About this Course

Join Kathryn Strachan as she introduces you to the world of B2B marketing. This course will cover everything from setting the foundations for a strong content strategy, developing strategic content pillars, and optimizing your keyword strategy to executing comprehensive content plans and innovating to stay ahead of trends. Get ready to transform your B2B marketing approach!

1 video

2 minutes

Meet Kathryn

Get to know Kathryn Strachan, CEO of CopyHouse and your guide for this course.

1 video

1 minute

Setting the Foundations for a Strong B2B Content Strategy

Discover how to establish a strong foundation for your B2B content strategy. Learn why identifying your core audience and defining your market position are crucial. This lesson sets the stage for effective keyword research, strategic content development, and impactful cross-channel content creation. Get ready to lay the groundwork for a successful B2B marketing approach.

1 video

10 minutes

Developing Strategic Content Pillars

Master the art of crafting strategic content pillars for B2B markets. Learn to align your content with intricate buyer journeys and map it to decision-making stages. Discover how to identify resonant themes that drive your content campaigns across the awareness, consideration, and conversion stages of the funnel. Utilize Semrush tools to refine and optimize your B2B content strategy effectively.

1 video

7 minutes

Optimizing Your B2B Keyword Strategy

In this session, you'll delve into the essentials of B2B keyword strategy for effective SEO. Discover how to balance keyword difficulty, search intent, and search volumes to target your audience precisely. Explore the practical application of keyword clusters to expand your content’s impact and visibility in B2B markets. Use Semrush tools to refine your strategy and attract high-converting traffic effectively.

1 video

16 minutes

Executing a Comprehensive B2B Content Strategy

Learn to structure campaigns using a funnel approach—from high-volume keywords for top-of-funnel content to mid-funnel thought leadership pieces and bottom-funnel assets like ebooks. Distribute content across channels like social media and email to maximize reach. Measure success with KPIs such as SERP rankings, organic traffic, and social media engagement, using Semrush for insightful reporting and optimization.

1 video

8 minutes

Innovating and Adapting in the B2B Landscape

Explore creative experimentation in B2B marketing by allocating a portion of your budget to test new strategies. Learn from both successes and failures to refine future campaigns. Stay ahead of industry trends and regulatory changes, such as PSD3 or IR35, ensuring your content remains relevant and informative. Balance evergreen and topical content to enhance SEO and engage your audience effectively.

1 video

9 minutes

Summary

You've made it to the end of the course! Kathryn and all of us here at Semrush wish you the best of luck in your B2B Content Marketing journey. Don't forget to complete the final exam to earn your certification and share it with us on LinkedIn!

1 video

1 minute

Enroll for free

Kickstart your B2B Content Marketing Strategy by taking this course full of actionable tips you can implement right now.