Newsletter | May 12, 2021

05.12.21 -- 5 Ways To Improve Your Content Strategy

  In This Issue:  



The Follow Your Buyer newsletter ran an experiment last week. We wanted to see what kind of engagement an "old" article would draw. Coincidently, that "old" article was about the value of recycling content. The results are in: It generated 105% more engagements than when it first appeared in this newsletter.


The moral of the story is this: Keep putting your content in front of your target audience. Don't assume they've read it. Don't assume your content has a shelf life.

We're taking our own advice by dusting off a collection of articles that are nearly a decade old. It's this week's featured article, and it's written by our SVP of customer success.


Thanks for reading,




Abby Sorensen

Chief Editor | Follow Your Buyer


5 Ways To Improve Your Content Strategy

Your content and communication need to follow one basic principle -- the key to creating successful B2B relationships is by providing your audience with information that they find timely, helpful, and useful. With that as our guiding principle, use these five tips to improve your content strategy.

Who Is Your Marketing Campaign Serving?

Your buyers purchase what they need to purchase when they need to purchase it (not when you decide to run a campaign). So why do B2B marketers structure almost everything they do around campaigns.

A Guide For Mapping Content To The B2B Buyer's Journey

Creating, classifying, and analyzing content according to the stages of the buyer's journey enables marketers to identify potential buying activity and share that valuable insight with their sales team.

B2B Marketing Around The Web
How To Make Content Part Of Your Company's DNA (Podcast Episode)

This episode of The State of Sales Enablement podcast is worth each and every one of the 31 minutes of your time. Joe Pulizzi, founder of multiple start-ups including the Content Marketing Institute, does an excellent job explaining the importance of selling content to internal stakeholders before those stakeholders use it to sell to prospective customers.

“Tell Us Your Top Business Challenge”

"Our customers don’t need help on the business challenges they are aware of," says David Brock. "If they can identify them, they already know what they are doing to solve them. If they have a problem that requires them to buy some products or services, they probably have alternatives they are considering. So we create no value in having them talk about something they are already addressing."