Sara Stella Lattanzio shares insights on building a content strategy driving B2B pipeline. She covers finding the right people, involving teams, cluster strategy, overcoming judgment fears, and differences in business approaches. They discuss distinguishing content strategy from editorial calendars and the importance of authenticity in content creation. The episode wraps up with resource recommendations and newsletter promotion.
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volunteer_activism ADVICE
Recruit A Small Core Of Contributors
Do recruit a few open-minded experts rather than trying to convince everyone in the company.
Focus on people with business sense who aren’t afraid of being visible to scale content impact.
question_answer ANECDOTE
Winning With Timely Data Privacy Content
Sara built a cluster on the new Swiss data privacy law and published early.
That timely content caught the curve and generated consulting business for the company.
volunteer_activism ADVICE
Show Content As A Business Tool
Do make content tangible by showing how it supports pitches, sales outreach, and events.
Translate marketing language into what experts already do daily to get buy-in.
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In this episode, Sara Stella Lattanzio pulls back the curtain on what it really takes to build a content strategy that drives pipeline in a B2B company. She talks about the resistance she faced and shares her proven tactics for overcoming obstacles and proving the value of content marketing.
(00:00) - Intro
(03:45) - Sara's pet peeve
(06:28) - First actionable steps as a marketer
(10:51) - How to find and convince the right people for content marketing
(21:46) - Getting people involved
(26:59) - When did you drive more pipeline
(28:18) - Sara's content strategy process
(33:19) - What's a cluster
(36:05) - How do you decide on a cluster
(40:15) - The difference between content strategy and editorial calendar
(44:43) - How do you deal with the fear of judgment
(49:28) - The difference between business in the US and the EU
Everyone Hates Marketers | No-BS Marketing & Brand Strategy Podcast 