How Do You Build a B2B Content Strategy Around Clear Messaging and Positioning?

Is your messaging making you memorable, or just visible?

You could have the best content engine in your industry, be publishing consistently across multiple channels, and focusing on quality. But if it isn't memorable, none of it sticks.

Core messaging and positioning is one of those things that sounds simple until you try to do it well. If you asked ten people in your organization what you are all about and why customers should choose to work with you, would they all broadly answer in the same way?

In most organizations, the answer is no.

That inconsistency shows up everywhere. In your content, on your website, in sales conversations, and in ways that are hard to trace back to the source.

In part four of our seven-part B2B content strategy series, Amy Woods digs into what messaging is, what goes into a messaging framework, and how to know whether yours is working for you.

Find out:

• What messaging is and why consistency is what makes it stick
• Whether you can have a B2B content strategy without clear messaging
• The five components every B2B messaging framework needs
• How to define your messaging and positioning through internal conversations
• How to use your messaging framework on a daily basis, including how to embed it into your AI tools
• The signals that tell you your messaging is working
• When to review your messaging and how to update it without doing a hard pivot

Important links & mentions:

• Blog post about this episode: https://www.content10x.com/357
• Part one of the B2B content strategy series - What Is a B2B Content Strategy (And Why Does It Matter)?: https://www.content10x.com/354
• Part two of the B2B content strategy series — How Do You Align a B2B Content Strategy to Business Goals?: https://www.content10x.com/355
• Part three of the B2B content strategy series — How Does Competitor Analysis Fit Into Your B2B Content Strategy?: https://www.content10x.com/356
• B2B content strategy series on YouTube: https://youtube.com/playlist?list=PLVwaHzx-z4d4Rcnrh2VsUN9d47rrdMypp&si=NjYvp1Ilo26KnIF3
• Amy on LinkedIn: https://www.linkedin.com/in/amywoods2/
• Content 10x website: https://www.content10x.com/
• Amy’s book: www.content10x.com/book (Content 10x: More Content, Less Time, Maximum Results)

Timestamps:

• 01:57 Free B2B Content Operations Benchmark Assessment
• 02:35 What is messaging?
• 03:44 Why a great content strategy can’t exist without clear messaging
• 04:33 Who owns messaging?
• 05:10 Core components of a messaging framework
• 06:55 How to define messaging through internal conversations
• 08:35 Where messaging shows up in real-world execution
• 09:16 Opinionated content and category positioning
• 10:38 Embedding messaging into AI tools and workflows
• 11:09 How to know your messaging is working (or not working)
• 13:08 Quantitative vs qualitative signals from customers and sales
• 13:47 Revisiting and adjusting your messaging framework
• 16:07 Recap and what’s next
• 17:55 Wrap up

About the host:

Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations.

She's also a best-selling author, hosts two content marketing podcasts (The Content 10x Podcast and B2B Content Strategist), and speaks on stages all over the world about the power of content marketing.

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