How to Create High-Performing B2B Content Strategies

The importance of quality content has never been greater.

The digital landscape has grown fiercely competitive. Companies are publishing more blogs, articles, and content by the hour. What’s worse is, that good content gets sucked in with bad content, and standing out from the noise gets immensely harder.

If you’re going to succeed as a B2B digital marketer, you need a plan. You need a good content strategy. 

However, what worked 2-3 years ago may no longer work today. Simply sticking to the same old marketing tactics doesn’t work anymore. You need to adapt. You need to change. There is an optimal and relevant way to create high-performing B2B content strategies today.

In this episode, James Scherer shares insights on how you can create high-performing B2B content strategies and achieve the business results you want.

James Scherer is the VP of Growth of Codeless, a content marketing agency working with unicorns like monday.com to drive growth through content at a huge scale.

He lives in the UK with his wife, where he enjoys hiking the historic countryside and trying exciting new microbrews.

As an Entrepreneur-featured copywriter, James led inbound marketing teams in Vancouver, Canada before going remote as Director of Editorial, and now VP of Growth, with Codeless, where he focuses on internal brand growth as well as managing client strategy.

Through his work with Codeless, he’s helped companies such as monday.com, AdEspresso, Kinsta, Chargify, Freshworks, PandaDoc, HotJar, and dozens more SERP-topping SaaS & affiliate brands to dominate their page one positions through content and backlink profiles.

Now, James wants to share his experience with others on how to approach content marketing strategy in 2022 and beyond.

Podcast Timestamps/Outline

01:05 – Introduction

01:43 – About James Scherer

02:41 – The importance of content strategy: production vs. growth

05:35 – The risks of cannibalizing our own content

07:31 – Technical elements of content strategy

11:01 – What does great content look like in 2022?

13:14 – How to pull in the context, constructs, and behaviors of your target audience

16:51 – How to achieve short-term goals vs. long-term goals

20:21 – Potential pitfalls of a campaign mindset

25:07 – Optimizing existing content

29:28 – Inherent risks in content marketing

33:34 – How LinkedIn fits into the content strategy

35:23 – What B2B Digital Marketers should be thinking about right now

39:56 – Paid vs. organic

43:16 – Connect with James Scherer

Memorable Quotes

“Don’t write a single piece of content unless you know exactly what it’s for.”

“Don’t create content that isn’t planned.”

“What doesn’t work is believing that content marketing has a single trajectory, and it has a beginning and an endpoint.”

“Content, way more than any other marketing ‘campaign’, is an iterative process, and it’s a process that the goals change in any given week.”

“Content has been driving one of the most positive ROIs in the B2B and SaaS space for the past 10-15 years.”

“The cost of doing content well is now catching up to the remarkable ROI we’re achieving.”

“Even with all the noise, there are still serious rewards to be had in this space, far more than any marketing strategy you can implement.”

“It’s all about merit-based attraction.”

Episode Links and Resources

James’ email: [email protected] 

Codeless website: https://codeless.io/ 

Digital activity ROI assessment: https://b2bdm.com/digital-activity-roi/ 

More episodes related to content marketing: https://b2bdm.com/top-b2b-content-strategies-2023/