Building a dynamic content program: research, assessment, messaging architecture and positioning — then personalization at scale.
High-performing content starts before anything is written: research, an honest assessment, a messaging architecture and clear positioning. Only then does production begin.
From there, the work is personalization and versioning at scale — adapting content to audiences and stages without rebuilding it every time — and a measurement loop that keeps refining and optimizing. AI can help produce content at that scale, but it still needs human supervision.
NextGen series
Four benefits of podcasting for B2B brands — and five practices that turn episodes into audience, authority and pipeline insight.
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Content development ranks high among strategists’ focus areas for a reason: words mean more than communication — they build relationships.
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The Alere “Healthy Workforce” campaign went beyond industry expectations — and took home the AVA Digital Awards Gold.
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When success is measured in MQLs, know ahead of time whether your message is mighty or mighty weak. Message testing is the predictor — and the insurance.
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Red House’s commentary for B2B Marketing on the role content plays in generating visibility, authority and credibility throughout the sales process.
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The architecture of buyer engagement in four parts: Objective, Strategy, Structure and Style.
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The principles of good copy didn’t change when copy became content: credible, fact-supported, solution-agnostic, brief — and linked to the deeper story.
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Getting a whole team to agree, resonating across audiences, and validating messaging — the three challenges behind most messaging platforms.
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Segmentation and customer profiling are the foundation of personalized B2B messaging — starting with data quality.
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