FAQs about Iron Horse’s content marketing strategy services.

Wondering how Iron Horse’s content marketing strategy services can help you create more effective demand gen and ABM programs? We’ve pulled together our answers to some common questions about content marketing, content strategy, and how we can help.

1. Why do I need a content marketing strategy for my programs and campaigns?
2. What are some content challenges that Iron Horse can help me solve?
3. What is Iron Horse’s approach to content marketing strategy?
4. What does Iron Horse’s content marketing strategy service include?
5. What other content marketing services does Iron Horse offer?
6. What makes Iron Horse unique?
7. Does Iron Horse have any free content marketing resources?

1. Why do I need a content marketing strategy for my programs and campaigns?

The self-serve buying journey runs on content. But that content can’t do its job if the teams planning and developing it don’t truly understand who it’s for and what they need to know to progress on their journey.

A campaign or program-level content marketing strategy helps you define, plan and activate the best content to achieve your marketing goals and business objectives. It’s the difference between creating “great content” and creating content that is great at driving buyers to take the action you want. 

2. What are some content challenges that Iron Horse can help me solve?

Our B2B clients come to us with a variety of content challenges, including:

• Not having the right content for your campaign goals
• Trouble aligning content with the buyer’s journey
• Making sure you have a consistent, connected message across channels
• Not knowing which content to prioritize with limited resources
• Trouble personalizing content to target audiences 
• Not enough content or limited content formats
• Trouble scaling content production

3. What is Iron Horse’s approach to content marketing strategy?

We employ a six-part content strategy framework that consists of:

1. Anchoring your content marketing strategy in marketing and business goals
2. Understanding your audience’s unique challenges—and what they need to know to believe your solution can address them
3. Identifying key questions that your content must answer to progress your audience on their journey
4. Evaluating existing content and identifying gaps
5. Planning new and repurposed content to fill those gaps
6. Ensuring content creators are equipped with the information they need to effectively develop content assets to meet your goals

Learn more about our content marketing strategy framework and get 6 templates you can use to put it to work in our B2B Marketer’s Content Strategy Toolkit.

4. What does Iron Horse’s content marketing strategy service include?

While all of our strategy services are tailored for your budget and goals, partnering with Iron Horse on your content strategy typically includes:

• Reviewing internal marketing strategy, audience, and content planning documentation
• Interviewing subject matter experts (SMEs) from your organization
• Reviewing competitor content 
• Creating an audience-centric narrative to drive consistent messaging across channels
• Evaluating your existing content against content best practices and your specific audience and goals
• Developing one or more content journey maps for the target audience(s) for your campaign or program
• Providing detailed recommendations for creating new content or repurposing existing assets to achieve the outcomes you want

5. What other content marketing services does Iron Horse offer?

Iron Horse offers a full range of digital content development and design services, including:

• Content creation. Creating new content assets such as blogs, infographics, case studies, webinars, and ebooks 
• Content personalization. Adapting existing content assets to new personas or segments
• Content extension and optimization. Repackaging and repurposing existing content to be more effective or extend its shelf life
• Digital marketing copywriting. Writing copy for digital marketing campaigns including email nurture sequences, paid media and demand-optimized landing pages

6. What makes Iron Horse unique?

We get it. Making cool content is fun. It’s easy to get swept away by creative content ideas and robust derivative asset plans—and end up with a lot of content that doesn’t serve your needs. 

Iron Horse helps you block out the noise to make strategic content decisions that make the most of your resources and deliver on your campaign goals. We partner with you to create an effective audience-centric strategy and provide everything you need to execute it successfully—whether you are doing that in house, outsourcing to a different agency, or having us do it!

7. Does Iron Horse have any free content marketing resources?

Yes! Here are some of our top resources for content marketing strategy and creation:

• [Framework + Templates] B2B Marketer’s Content Strategy Toolkit
• [Webinar] B2B Content That Converts
• [Webinar] Content Strategies for Webinar Success 
• [Infographic] 15 Content Marketing Metrics from Engagement to Conversion

Sound like something you can use? Let’s talk about how we can partner with you.

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