editorial planning & content creation

Bring your content strategy to life

The most successful content teams have a documented—and agreed upon—content strategy. But a strategy alone doesn’t ensure your content marketing program will be a success. An editorial plan that addresses all your audience segments, prioritizes your content creation efforts, and orchestrates how you’ll bring your vision to life is critical for success. Sprinkle in content creation support from industry and channel experts, and you’ve sown the seeds for content marketing success.

Content that Delivers on Business Goals

As audience expectations for personalization rise, so, too, do business expectations for increasing content marketing’s ROI. It’s not enough to just create more content or to scale content repurposing with AI—B2B content marketers are challenged with delivering differentiated, personalized content at scale that nurtures relationships over time. That requires a well-researched editorial plan, optimized workflows, and high-quality content creation.

*Source: 2024 CMI and MarketingProfs B2B Content Marketing research

57%*

of marketers cite creating the right content for their audience as a challenge, particularly creating it consistently (54%) and differentiating it (54%).

31%*

of B2B marketers say their organization has the right content management technology — ~70% do not the right tools and workflows in place.

Our Approach to Editorial Planning and Content Creation

Every content creation or editorial planning engagement starts with understanding our client’s audience and content strategy. After all, we don’t believe in aiding and abetting others in random acts of content! 

We frequently create templates that include content guidelines or creative brief elements to help ensure consistency and adherence to the brand’s guidelines and business objectives. Additionally, we help create distribution and repurposing recipes—which may include AI prompts—to scale content creation. Depending upon the content workflows and their complexity, we create simple calendaring spreadsheets or set up content marketing workflow tools to streamline the editorial process.

Editorial Planning Customer Story

An enterprise SaaS company was struggling to consistently deliver high-quality content that supported its ABM sales outreach. The blog would lay dormant for months, then publish a flurry of blog posts. They’d add assets to their resource library without creating derivative content to support them.

Erika conducted an owned content audit and identified content that had been underutilized. After gaining consensus on the company’s highest intent keywords, she drafted an editorial calendar with more than a quarter’s worth of content—including repurposing high-value assets. 

The consultancy drafted more than a dozen blog posts and hundreds of social media posts in the first 90 days of the retainer. This initial content push created a foundation for the organization’s targeted content hubs and accelerated organic search growth.

I’ve finally been able to get a quarter ahead in my evergreen content planning and execution, freeing me up to be able to be more flexible when timely opportunities arise.

— SaaS startup Content Manager

Editorial Planning and Content Creation Services

We provide a full range of editorial planning and content creation to support B2B content strategies, with most engagements including these six core elements.

Audience Identification, Persona Development, and Segmentation
Competitive Content Audit & Benchmarking
Content Creation, Design Collaboration, and Distribution Planning
Content Calendar Development
Keyword Research & SEO Integration
Owned Content Audit & Inventory

Are you ready to transform your content marketing and grow your business?

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