Turn Your Value Proposition into a Multi-Channel B2B Content Strategy

Ready with some great messaging but aren't sure how to spin it into actual, real content?

Messaging and content are actually two sides of the same coin. Your messaging is the foundation of your content strategy. Without consistent messaging, customers won't remember you.

Creating one piece of content that follows your messaging isn’t too hard. But what about preserving that message across multiple channels and numerous pieces of content without veering off track or boring everyone to death?

Here are some practical steps to help bridge the gap between your value prop and your content strategy, ensuring your message is clear, consistent, and compelling across all channels.

Discover how to translate your value proposition into structured content pillars
Explore methods to let your audience inspire your content
Get strategic insights on selecting the right content formats and channels based on your resource availability and audience location
Understand the importance of a consistent brand voice across all content and channels

1. Map your value proposition to content pillars

Once you have your core messaging in place, you can use it to build out your content pillars. Then, brainstorm topics to fit under each pillar.

If your value prop highlights how your software saves time, your content should focus on these benefits. Key supporting messages like “eliminates manual input” or “simplifies communication” can serve as overarching topics, or pillars, for your content.

Let’s take Slack for example.

Slack's value proposition is akin to “Streamline team communication and collaboration in one platform.” They also include supporting messages on their homepage.

Using this messaging hierarchy as a guide, here’s how Slack’s content pillars could look.

Slack’s value prop and supporting benefits become content pillars. Below the content pillar name are individual subtopics for content related to the theme.

Creating content pillars based on your messaging ensures you consistently emphasize the unique benefits and features of your product or service. These key messages should be echoed across all your content, whether it's a LinkedIn update or a white paper. This repetition helps reinforce your value in your audience's minds, carving out that oh-so-valuable mindshare.

2. Let your audience drive the content strategy

Refine topic ideas to include within your content pillars by addressing customer pain points, one by one.

Another source of content inspiration comes from reflecting on this question:

What does our audience need to believe in order to understand our product’s value?

Objections
Use your content to address common objections and misconceptions about your product. This can be done through FAQs, blog posts, or comparison guides. If potential customers worry that your solution is too complex, create a series of how-to videos or blog posts that showcase its user-friendly features and provide testimonials from customers who have found it easy to use.

FAQs and Comparisons
Develop content that tackles common concerns. This not only educates your audience but also positions you as a transparent and trustworthy source.

A SaaS company might create a blog post comparing their product's features and pricing to competitors, highlighting why they offer the best value.

If you're targeting mid-sized businesses struggling with data management, you could create a mid-to-bottom of the funnel piece of content like "The Top 5 Data Challenges Mid-Sized Businesses Face" and explain how your product addresses each one. If you wanted to create a piece for a less aware audience, you could modify your approach by providing helpful advice for how to solve these challenges that align with the capabilities of your product but stop short of naming it.

Tailor your content to speak directly to different segments of your audience. Personalization isn't just about using the customer's name; it's about addressing their specific challenges and goals. This might mean creating different landing pages or email campaigns for different industries or business sizes. A cybersecurity company might have one set of content tailored to healthcare providers, focusing on patient data protection, and another set for financial institutions, emphasizing transaction security. This kind of ABM customization is easier than ever to do. You can use AI to scrape the websites and news of target accounts and ask ChatGPT, Claude, etc. to create landing pages and campaigns that align with the prospect’s business goals.

3. Choose content formats & channels with the greatest opportunity

This is one of my favorite topics because it's just so ... strategic.

I’ve worked with enough startups to see their dreams for content morph into unbridled frustration because resources don't match ambition. For startups with minimal marketing resources, thoughtful, realistic format and channel selection is everything.

Pick content formats that showcase your value prop. For example, if your product's strength lies in its technical capabilities, detailed whitepapers or case studies might be the best way to showcase this. A company offering cloud storage solutions might create a whitepaper detailing the security measures they use, paired with a webinar discussing data protection best practices. If resources allow, you could go outside the box and produce video testimonials. There’s always going to be a shinier way to do something, the key is to find the optimum balance that works for your budget that you can execute consistently.
Choose channels where your audience spends the most time. It's not about being everywhere; it's about being where it matters most. For a B2B audience, LinkedIn is likely a key platform for sharing thought leadership articles and industry news, while a more visually oriented platform like Pinterest could be used for infographics and visual case studies. That said, it’s also a good idea to explore channels that aren’t already saturated with competitors.
Factor in the founder’s availability. If a founder is the lone subject matter expert and only has 30 minutes a week for a thought leadership interview, avoid creating a content strategy that’s heavily dependent on their input. Paid ads offer one way to scale content and get in front of the right audiences without the time demands of true founder-led marketing.

Other considerations for aligning content topics with the right channels:

What stage of the buyer’s journey does the content address? Awareness-stage content might perform well on broad-reaching platforms like blogs or social media, while decision-stage content could be better suited for email campaigns or targeted ads.
Content lifecycle and frequency. Some channels require more frequent updates (e.g., Twitter), while others might benefit from less frequent, more substantial content (e.g., blogs or YouTube). Content on social media often has a shorter lifespan than evergreen content on a blog or website. Choose topics accordingly to maximize relevance and engagement over time.
SEO and discoverability. For channels like blogs or YouTube, SEO plays a crucial role in discoverability. Use topics that align with popular search terms and optimize accordingly. Consider how easy it is for users to find content on the channel. This is especially important for search engines, YouTube, and Pinterest.
Content repurposing opportunities. Topics that lend themselves to different formats (e.g. a blog post turned into an infographic or video) can be effectively distributed across various channels.

4. Keep your brand voice consistent

Your content should reflect your brand's voice and tone. Whether it's a blog post, social post, or a customer email, keep your messaging consistent to build trust and recognition.

If your brand is known for being approachable and tech-savvy, make sure that comes through in everything from your user guides to your social media posts.

Reinforce your key messages across all content types and channels. This helps in making sure your value prop sticks with your audience.

Four points to consider when crafting a strategic brand voice:

1. Are you a change agent or enhancer?
2. Product stakes
3. Customer mindset
4. Competition

I break this down in the video.

[Grab the bonus GUIDEBOOK for finding a strategic & convincing brand voice in the blog here.]

Closing the gap between messaging & content

Turning your value prop into a cohesive content strategy doesn't have to be painful. By focusing on clear messaging, understanding your audience, and choosing the right content formats and channels, you can effectively communicate your unique strengths and benefits.

Remember, don’t skip the most important part—crafting your message. Consistency and clarity are key to building a strong, recognizable brand.