Crafting high-quality flagship content and the assets to support it involves a lot of moving parts. I have you covered for the words — from blogs to infographics to nurture emails — so the messaging is consistent and on point. The next step is to discuss your goals so we can determine if one of my content marketing packages can help you achieve your objectives.
Get coordinated strategic content to launch initiatives and drive your pipeline.
Turnkey campaigns enhance your content’s effectiveness.
For over 25 years, I’ve helped B2B companies create strategic, long-form content and the related assets they need to build a robust content library. The packages I offer reflect the knowledge I’ve gained over the years.
At the heart of each package is a piece of flagship content or ‘hero’ — a strategic, long-form asset like a white paper, ebook, or guide designed to showcase your expertise and establish your brand as a go-to authority.
Add promotions, ads, and social posts about your flagship content to help your audience discover it.
Add supporting blogs, infographics, nurture emails, derivatives, and other assets to drive engagement, start conversations, and extend the value of your hero. All package elements speak with one voice and work together seamlessly.
Finally, tailor your assets to take your content to the next level by speaking directly to the specific interests of different high-value buyers.
Why it works
Packages streamline your campaign and improve results.
Strategic content packages nurture relationships at every stage, build authority and trust, and guide prospects into action. When you create all the assets you need for a campaign as part of a single holistic project, the messaging throughline is consistent and self-reinforcing.
It’s also an efficient approach to building a content hub on a specific topic area.
Being known as a helpful resource and staying top-of-mind through multiple touchpoints drives new business from both prospects and existing clients.
Mix and match your deliverables
Package elements are flexible — choose the ones that best meet your goals.
You may be looking for exactly what’s included in the drop-down descriptions of each package, or your asset mix can be customized based on your campaign, program, existing materials, or other factors.
The packages are conceptual frameworks developed to meet common requirements and serve as jumping-off points for planning — we’ll build the package that’s just right for you.
If you already have a flagship asset, we can build an entire content marketing campaign around it.
Three content packages that build on each other:
1. Flagship + promotion
Start here by building credibility with a standout asset you promote.
Transform your technical expertise into flagship content that informs audiences, earns trust, and influences decisions by promoting it across your owned channels.
Best for companies that want to execute on an existing content plan.
Flagship asset
Original long-form content — static, dynamic, or both — tailored to the appropriate funnel stage:
- Awareness to spark interest and build understanding, such as explainers, educational guides, trend reports, and executive Q&As
- Consideration to earn trust and overcome objections, such as white papers, decision guides, use cases, problem-solution ebooks, and solution comparisons
- Decision to reinforce confidence and reduce friction, such as in-depth case studies, implementation roadmaps, tailored executive briefs, and interactive pitch decks
Flagship promotional materials
Let the world know your content has landed with promotional elements that expand your reach, drive traffic, and make the most of your content investment:
- Social media posts
- CTAs for your website that align with your brand
- Summary for your Resources page
- Short-form copy for your owned channels (e.g., newsletters, sig lines, email updates)
Optional add-ons for lead-gen
If you’re gating your flagship asset, add these lead-gen elements to drive conversions and make it easier for your audience to find and request your content:
- Landing page with form for conversions
- Ad copy for content syndication for third-party platforms like Netline
- Ad copy for LinkedIn and retargeting
2. Flagship content hub
Next, add supporting assets for a campaign-ready content hub.
Create content that supports and builds on your flagship theme to deliver an integrated user experience that drives engagement and conversion.
Best for companies that want strategic content for campaigns.
Flagship content derivatives
Extend the impact of your flagship content by repurposing key ideas into supporting formats, either dynamic or static, for distribution to deepen engagement, such as:
- Infographics
- Tip sheets
- Checklists
- Comparison tables
- Recaps
SEO-optimized blogs and trackable dynamic assets
Drive traffic and strengthen your site’s authority with original content rooted in (or connected to) your flagship theme:
- Writing is on brand or enhances your brand
- Dynamic formats include white label URL or embed code options
Multi-touch nurture email series
Keep your audience engaged with a strategically timed series of emails:
- Reinforce key messages
- Address common questions
- Point back to your flagship content and its derivatives
Internal workflow
Get a clear plan for how all content components work together behind the scenes:
- A visual schematic of how the assets connect
- A recommended “flight plan” for rolling them out across channels
3. Tailored campaign messaging
Finally, refine your assets to target specific high-value prospects.
Speak directly to verticals, segments, or personas by tailoring your content to address each audience’s unique needs, pain points, and desired outcomes.
Best for companies with marketing infrastructure that want full-funnel impact.
Strategy sessions
Collaborative working sessions to align teams and goals, prioritize segments, and define key messaging needs:
- Prioritize segments and messaging needs
- Persona development if needed
Campaign-specific messaging house
Clarify your message across audiences. We’ll build a lightweight messaging house rooted in your flagship content, including:
- A unifying umbrella message
- High-level messaging for each audience
- Supporting proof points and recommended assets
Tailor the assets in your flagship content hub
Customize and extend Package 2 deliverables for your selected audience segments. This may include:
- Flagship content and promotional materials
- Flagship derivatives
- SEO-optimized blogs or dynamic content modules
- Email nurture series for each key audience
- Optional tailoring or repurposing of your existing content
Why do B2B marketers like content marketing so much?
84 %
say it raises brand awareness
89 %
say it surpasses traditional marketing
76 %
say it generates leads
58 %
say it’s boosting sales and revenue
52 %
say it grows loyalty with existing clients
$ 2.77
reported ROI for every $1 spent
Source: Top Content Marketing Statistics, Forbes
Not ready to invest in all new content?
What might a “Flagship content hub” include?
Flagship “hero” content
Derivative and supporting assets
Thought leadership flagship blog + PDF conversion
Thought-leadership blog + PDF conversion