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CMO copilot — v1.1

How to Create High-Value B2B Content That Targets Your Ideal Customer Profiles: What You Need To Know

Creating original B2B content can be really, really easy... or it can be so f*cking hard you just want to pound nails in your skull.

But there are some basic ways to make it easier, especially if you're willing to do a little upfront planning.

First, identify a basic set of:

  1. Audience parameters 👉 who you're targeting and what they're like

  2. Messaging parameters 👉 how you should interact with them

For a lot of people, this kind of audience analysis is a pain, but you can tease out enough of the details by doing a little research and/or using an AI helper tool.

Whatever the case, what you want to end up with when you're done are a few key details in each category:

  • Audience Parameters:

    • Personality summary: typical traits, behaviors, and preferences of your target audience

    • Occupational pain points: specific problems, challenges, and/or frustrations that your audience faces in their professional roles

    • Occupational priorities: goals or objectives that are most important to your audience in their professional capacity

    • Company KPIs: specific key performance indicators the company regularly measures (or at least values)

  • Messaging Parameters:

    • Voice: personality or character as expressed through messaging

    • Tone: mood or attitude

    • Messaging subtext: the underlying or implied message, or key takeaway

    • Key features: aspects of a product or service that should be emphasized because they are unique, superior to competition, or particularly relevant to the audience's needs

    • Voices of authority: who you quote or reference to enhance credibility, provide social proof, and connect the audience with peer or aspirational perspectives

    • FOMO or No FOMO: whether to emphasize scarcity in an attempt to accelerate demand, or let discovery occur more organically

    • Themes:  broad, overarching themes that resonate on a human or societal level, such as ambition, security, growth,innovation

    • Subject lines: the phrasing used in email marketing, blog posts or headlines

Then craft your content around those parameters.

I know... it sounds like more work, not less work.

But if you've ever stared down the barrel of a blank screen as a hard deadline approached, or banged your head against the keyboard trying to think up yet another angle, the upfront work is worth it.

Audience parameters help you figure out what to write; messaging parameters tell you how to write.

More specifically, here's the impact each parameter can have:

  • Audience Parameters:

    • Personality summary: helps you tailor your content to resonate on a more personal level, making your messages more engaging

    • Occupational pain points: addressing specific challenges your audience faces enables you to position your product or service as a solution, increasing relevance

    • Occupational priorities: allows you to align your product’s benefits with audience goals, making your offering more compelling

    • Company KPIs: highlighting how your product or service can positively impact KPIs can make your case stronger and more quantifiable

  • Messaging Parameters:

    • Voice: enhances brand identity and recall

    • Tone: helps content resonate with the audience’s expectations and preferences

    • Messaging subtext: deepens the audience's emotional connection to your brand

    • Key features: helps differentiate your product from competitors and aligns it more closely with what the audience values most

    • Voices of authority: lends credibility and relatability to your content, enhancing trust and authority

    • FOMO or No FOMO: can be a powerful motivator if used sparingly and appropriately, encouraging quicker decision-making

    • Themes:  helps your content appeal to a broader yet relevant set of values and aspirations, making it more universally relatable

    • Subject lines: influences clicks, open rates, engagement, sharing, etc.

Not that this kind of research and analysis is easy, but the time you spend doing this on the frontend will more than make up for itself on the backend.

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