{"id":49583,"date":"2025-11-14T08:00:10","date_gmt":"2025-11-14T13:00:10","guid":{"rendered":"https:\/\/directiveconsulting.com\/ca\/?p=49583"},"modified":"2025-12-01T17:16:53","modified_gmt":"2025-12-01T22:16:53","slug":"the-playbook-behind-top-b2b-seo-and-content-strategies","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/ca\/blog\/the-playbook-behind-top-b2b-seo-and-content-strategies\/","title":{"rendered":"The Playbook Behind Top B2B SEO and Content Strategies"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">You\u2019re not trying to publish more content just for the sake of it. You\u2019re trying to create a content engine that reliably turns search intent into a pipeline and <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/return-on-investment\/\"><span style=\"font-weight: 400;\">ROI<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A disciplined business-to-business (B2B) content marketing strategy does exactly that:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It connects what people search for with what your buyers need at every stage.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Then, it proves the impact on your CRM.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">When , content, and revenue metrics live in the same plan, your blog posts, guides, and product pages stop being \u201cnice to haves\u201d and start pulling their weight in the pipeline.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this playbook, we will walk through how to align your SEO strategy with real buying intent, not just keyword volume.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019ll see how to plan topics by jobs-to-be-done (JTBD), cover every stage of the funnel with purpose, and build keyword maps ranked by revenue impact.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most importantly, you\u2019ll know which content actually helps your team close deals faster and which pieces just create noise. Let&#8217;s get started.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Turn Search Intent Into Revenue: Align SEO With Real Buying Jobs<\/span><\/h2>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-49647\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2025\/12\/Infographic_03_ThePlaybookBehindTopB2BSEOandContentStrategies-1.png\" alt=\"\" width=\"971\" height=\"354\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2025\/12\/Infographic_03_ThePlaybookBehindTopB2BSEOandContentStrategies-1.png 971w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2025\/12\/Infographic_03_ThePlaybookBehindTopB2BSEOandContentStrategies-1-300x109.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2025\/12\/Infographic_03_ThePlaybookBehindTopB2BSEOandContentStrategies-1-768x280.png 768w\" sizes=\"(max-width: 971px) 100vw, 971px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">If you treat keywords as a checklist, you get traffic. If you treat them as buying signals, you get a pipeline.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The real unlock in your B2B content marketing strategy is seeing every search as a job your buyer\/target audience is trying to complete.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your role is to turn those jobs into specific pages, experiences, and offers that move deals one step closer to \u201cyes.\u201d Let\u2019s use a simple running example:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Imagine you run marketing for a data security software-as-a-service (SaaS) company that sells a security information and event management (SIEM) platform. Every query you see, from \u201cSIEM vs XDR\u201d to \u201cSOC 2 logging requirements,\u201d is a clue about where that buyer is in their process and what they need from you next.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This stage is about putting a structure around those clues, so SEO, content, and sales all see the same picture.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Build an Intent Taxonomy Tied to Jobs-to-Be-Done (JTBD)<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Start by classifying queries by buyer job, not only by search volume. You want to understand what someone is actually trying to do when they type that phrase into Google or an AI assistant.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">JTBD Buckets<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">For a simple JTBD intent framework, you can use:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Diagnose:<\/b><span style=\"font-weight: 400;\"> \u201cWhat is\u2026\u201d, \u201cDo I have a problem?\u201d, \u201cHow serious is it?\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Compare:<\/b><span style=\"font-weight: 400;\"> \u201cX vs Y\u201d, \u201cX alternatives\u201d, \u201cbest X for [industry].\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Validate:<\/b><span style=\"font-weight: 400;\"> \u201crequirements\u201d, \u201cbenchmarks\u201d, \u201cSOC 2 logging checklist\u201d, \u201ccustomer reviews.\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Justify: <\/b><span style=\"font-weight: 400;\">\u201cpricing\u201d, \u201cROI\u201d, \u201cTCO\u201d, \u201cbusiness case\u201d, \u201cboard deck templates.\u201d<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Using the data security SaaS as an example:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cSIEM vs XDR\u201d sits in <\/span><b>Compare<\/b><span style=\"font-weight: 400;\">. The buyer is shortlisting approaches.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cSOC 2 logging requirements\u201d speak to <\/span><b>Validate<\/b><span style=\"font-weight: 400;\">. They need proof you understand compliance.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cReduce mean time to detect\u201d is about <\/span><b>Justify<\/b><span style=\"font-weight: 400;\">. They are trying to defend an investment in better tooling and process.<\/span><\/li>\n<\/ul>\n<h4><span style=\"font-weight: 400;\">Bucket Coverage<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">For each bucket, list out:<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><span style=\"font-weight: 400;\">The core queries.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><span style=\"font-weight: 400;\">The job behind them.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><span style=\"font-weight: 400;\">The primary asset that should exist.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><span style=\"font-weight: 400;\">The call to action (CTA) that moves the buyer forward.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Your goal is to achieve at least 80% coverage of high-intent terms across the Compare, Validate, and Justify buckets on your owned pages. Then, you\u2019ll need to review that coverage every month.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here is what this can look like in practice:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Owner:<\/b><span style=\"font-weight: 400;\"> Your SEO lead and product marketing partner on the taxonomy. Sales weighs in on late-stage queries they hear in deals.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Tools:<\/b><span style=\"font-weight: 400;\"> An intent map spreadsheet, a simple topic cluster diagram, and a reusable content brief template are enough to keep everyone aligned.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Helpful Reference:<\/b><span style=\"font-weight: 400;\"> Use our \u201c<\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/blog\/b2b-content-strategy-build-a-high-converting-plan-from-scratch\/\"><span style=\"font-weight: 400;\">B2B Content Strategy: Build a High-Converting Plan From Scratch<\/span><\/a><span style=\"font-weight: 400;\">\u201d guide as the playbook for clustering, internal links, and more.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Watch out for common traps:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Chasing top-of-funnel volume that never shows up in the pipeline.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Publishing broad, generic explainers that do not reflect your actual ideal customer profile (ICP) or their jobs.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Create a Revenue-First Keyword Map<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Once you know the jobs, you can rank keywords by expected pipeline impact, not just by how many people search for them. A simple way to do this is to score each term on three things:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Fit:<\/b><span style=\"font-weight: 400;\"> How closely does this query align with your ICP and ideal deal profile?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Intent:<\/b><span style=\"font-weight: 400;\"> How close is this search to a buying decision?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Rankability:<\/b><span style=\"font-weight: 400;\"> How realistic is it for you to win visibility on this topic in the next few quarters?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Then, group terms into tiers. For the same data security SaaS, you might get:<\/span><\/p>\n<table>\n<tbody>\n<tr>\n<td><b>Tier 1 (High Impact)<\/b><\/td>\n<td><b>Tier 2 (Medium Impact)<\/b><\/td>\n<td><b>Tier 3 (Education)<\/b><\/td>\n<\/tr>\n<tr>\n<td>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cSIEM pricing\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cBest SIEM for healthcare\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cSIEM with built-in SOAR\u201d<\/span><\/li>\n<\/ul>\n<\/td>\n<td>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cSIEM use cases\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cSecurity event correlation examples\u201d<\/span><\/li>\n<\/ul>\n<\/td>\n<td>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cWhat is SIEM?\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cWhat is a security information and event management system?\u201d<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">Tier 1 terms should have a clear page owner and a near-term plan. Aim for a one-to-one match between Tier 1 keywords and live pages within 45 to 60 days.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">From there, monitor your \u201cshare of intent\u201d using impressions, click-through rate, and the percentage of visitors who match your ICP. A few ways to operationalize this:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Owner:<\/b><span style=\"font-weight: 400;\"> SEO manager drives the map; marketing ops brings in data; RevOps keeps you honest on ICP quality.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Tools:<\/b><span style=\"font-weight: 400;\"> An impact scoring sheet with fit, intent, and rankability columns. A search engine results page (SERP) feature tracker, so you know where you need FAQ, video, or other formats. A simple win-rate-by-intent report in your CRM.<\/span><\/li>\n<\/ul>\n<table>\n<tbody>\n<tr>\n<td><b>Tip: <\/b><span style=\"font-weight: 400;\">When we talk about technical SEO, crawl health, and rankability, the conversation will always be extended. Check out how our <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/services\/seo-agency\/\"><span style=\"font-weight: 400;\">B2B seo agency<\/span><\/a><span style=\"font-weight: 400;\"> accelerates growth with transparent, ROI-focused SEO.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h4><span style=\"font-weight: 400;\">Pitfalls to Avoid:<\/span><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Treating search volume as a proxy for revenue, then wondering why the \u201cwhat is\u201d content never shows up in closed-won.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ignoring commercial modifiers like \u201cpricing,\u201d \u201calternatives,\u201d or \u201cintegration,\u201d even though those are the phrases your sales team cares about most.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Prioritize topics that reduce sales friction<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Search intent does not stop at awareness. Some of your highest-value topics are those that help current opportunities move forward.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The fastest way to find them is to ask one question: Where do our deals stall, and what content would help someone feel comfortable moving to the next stage?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For a data security SaaS, friction often shows up around:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Security and Compliance:<\/b><span style=\"font-weight: 400;\"> \u201cHow do you handle logs for SOC 2?\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>ROI and Total Cost:<\/b><span style=\"font-weight: 400;\"> \u201cAre we overpaying staff while running this tool?\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Integration and Change:<\/b><span style=\"font-weight: 400;\"> \u201cWill this actually work with Okta and our current stack?\u201d<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">You can turn those objections into specific assets:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cSIEM total cost of ownership: tool, people, and process.\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cHow we integrate with Okta, step by step\u201d with diagrams and timelines.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Set a goal of engaging at least 30% of late-stage opportunities with bottom-of-funnel content before they close. That might be a case study, a security brief, a migration guide, or a recorded customer webinar. Example of how to make this work in your org:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Owner:<\/b><span style=\"font-weight: 400;\"> Product marketing and sales enablement collect objections and prioritize topics. Your content lead turns those into briefs and finished assets.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Tools:<\/b><span style=\"font-weight: 400;\"> An objection log that lives next to your pipeline report. A content brief template that forces you to know which objection the content addresses. An FAQ schema checklist, so these answers also show up clearly in search.<\/span><\/li>\n<\/ul>\n<table>\n<tbody>\n<tr>\n<td><b>Tip: <\/b><span style=\"font-weight: 400;\">On the site, link these pages directly to your main product or service pages, and crosslink to real proof points. For example, use your<\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/success-stories\/\"><span style=\"font-weight: 400;\"> case studies<\/span><\/a><span style=\"font-weight: 400;\"> to show outcomes and give sales a natural follow-up asset.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h4><span style=\"font-weight: 400;\">Common Mistakes to Avoid:<\/span><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Writing content for marketers instead of the buyers who sign the agreement, like security leaders, finance leaders, or operations teams.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Publishing long feature lists that never take a clear position on risk, cost, or implementation, which are the questions people have when they are close to a decision.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">B2B Content Marketing Strategy: A 90\u2011Day Steps Playbook<\/span><\/h2>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-49646\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2025\/12\/Infographic_02_ThePlaybookBehindTopB2BSEOandContentStrategies-1.png\" alt=\"\" width=\"971\" height=\"578\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2025\/12\/Infographic_02_ThePlaybookBehindTopB2BSEOandContentStrategies-1.png 971w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2025\/12\/Infographic_02_ThePlaybookBehindTopB2BSEOandContentStrategies-1-300x179.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2025\/12\/Infographic_02_ThePlaybookBehindTopB2BSEOandContentStrategies-1-768x457.png 768w\" sizes=\"(max-width: 971px) 100vw, 971px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">You do not need a massive content overhaul. You need 90 focused days where every piece supports your revenue plan. Use this as your simple roadmap.<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Define Your Revenue Goals and ICP:<\/b><span style=\"font-weight: 400;\"> Align with sales and RevOps on annual recurring revenue (ARR) targets, annual contract value (ACV), sales cycle, and your ICP tiers. Output: Clear goals, KPIs, and segmented account lists.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Mine Intent:<\/b><span style=\"font-weight: 400;\"> Build your JTBD-based keyword map, and tag terms by stage and persona. Output: A prioritized topic backlog with clear business impact.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Audit Content and Gaps:<\/b><span style=\"font-weight: 400;\"> Inventory your current assets, and score them by performance and stage coverage. Output: A keep\/refresh\/retire list plus a clear gap plan.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Editorial and Distribution Plan:<\/b><span style=\"font-weight: 400;\"> Choose 6-8 cornerstone pieces and a repurposing cadence for SEO, LinkedIn, email, and sales. Output: 12-week calendar.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>SME-led Production:<\/b><span style=\"font-weight: 400;\"> Record 30- to 60-minute subject matter expert (SME) interviews for long-form, video cuts, and social posts. Output: Multi-asset packs per topic.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Optimize and Publish:<\/b><span style=\"font-weight: 400;\"> Implement on-page SEO, internal links, schema; add clear CTAs to demos, trials, and consults. Output: live pages with conversion paths.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Activate Distribution:<\/b><span style=\"font-weight: 400;\"> Create LinkedIn programs for executives and SMEs, email nurtures by stage, and paid boosts on hero assets. Output: Channel playbook.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Measure and iterate:<\/b><span style=\"font-weight: 400;\"> Track engagement quality (dwell, depth), ICP fit, content-assisted pipeline, and velocity. Output: Monthly insights for upcoming sprints.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Pitfalls and QA Before Launch<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Your content lead owns the project plan. Marketing ops and RevOps own tracking. SEO owns optimization. Product marketing and your subject matter experts&#8217; own accuracy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Before you hit publish on this 90-day plan, run a quick QA.<\/span><\/p>\n<table>\n<tbody>\n<tr>\n<td><b>QA and Common Pitfalls Checklist<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-checked=\"true\" aria-level=\"1\"><span style=\"font-weight: 400;\">Tag every piece with a clear intent and stage.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-checked=\"true\" aria-level=\"1\"><span style=\"font-weight: 400;\">Add a stage-specific CTA on each page.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-checked=\"true\" aria-level=\"1\"><span style=\"font-weight: 400;\">Verify internal links between pillars, clusters, and proof points.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-checked=\"true\" aria-level=\"1\"><span style=\"font-weight: 400;\">Confirm analytics, urchin tracking module (UTM) structure, and CRM campaign attribution are all in place.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-checked=\"true\" aria-level=\"1\"><span style=\"font-weight: 400;\">Don\u2019t publish content without a distribution plan behind it.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-checked=\"true\" aria-level=\"1\"><span style=\"font-weight: 400;\">Don\u2019t skip SME input or guess on buyer nuance.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-checked=\"true\" aria-level=\"1\"><span style=\"font-weight: 400;\">Don\u2019t report only on traffic; also report on pipeline and revenue.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-checked=\"true\" aria-level=\"1\"><span style=\"font-weight: 400;\">Don\u2019t run content work without a documented strategy that sales and RevOps can see.<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2><span style=\"font-weight: 400;\">Engineer Content for Each Stage to Accelerate Buying Consensus<\/span><\/h2>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-49645\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2025\/12\/Infographic_01_ThePlaybookBehindTopB2BSEOandContentStrategies-1.png\" alt=\"\" width=\"971\" height=\"612\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2025\/12\/Infographic_01_ThePlaybookBehindTopB2BSEOandContentStrategies-1.png 971w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2025\/12\/Infographic_01_ThePlaybookBehindTopB2BSEOandContentStrategies-1-300x189.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2025\/12\/Infographic_01_ThePlaybookBehindTopB2BSEOandContentStrategies-1-768x484.png 768w\" sizes=\"(max-width: 971px) 100vw, 971px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Your buyers do not move in a straight line, and they rarely buy alone. You may have security, IT, finance, and legal all weighing in. Stage-specific content helps you guide that entire group:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">At the top, you educate and frame the problem.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">In the middle, you help teams compare options and understand fit.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">At the bottom, you remove risk, so everyone feels comfortable saying yes. Then, you keep educating customers, so expansion feels natural.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">To keep this concrete, let\u2019s stick with the same example above: a B2B data security SaaS that sells a SIEM platform<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">TOFU: Problem Framing and Category Context<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>POV:<\/b><span style=\"font-weight: 400;\"> For the <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/top-of-funnel-tofu\/\"><span style=\"font-weight: 400;\">top of funnel (TOFU)<\/span><\/a><span style=\"font-weight: 400;\">, solve for education and problem definition; avoid product pitching. You want them to see themselves in the problem before you ever mention your platform. Clear, neutral education earns trust and sets you apart.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Assets\/Example:<\/b><span style=\"font-weight: 400;\"> Definitive guides, industry studies, calculators. For our SIEM example, this might be \u201cThe practical guide to reducing mean time to detect\u201d plus a calculator that shows the real cost of delayed detection.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Metric:<\/b><span style=\"font-weight: 400;\"> KPIs include qualified traffic growth, measured by ICP percentage; engagement depth, like at least 50% scroll and 90 seconds or more on page; and newsletter subscriptions. These signals tell you that the right people are finding your content, staying long enough, and engaging with it.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Owner:<\/b><span style=\"font-weight: 400;\"> Content and SEO drive the topics and formats; an analyst or product marketer helps with data visuals. This mix keeps the narrative clear while making charts and models accurate enough to share in a board deck.<\/span><b>Tools\/Templates:<\/b><span style=\"font-weight: 400;\"> Templates can range from a comprehensive guide outline to a research brief to a visual spec for charts and diagrams. These reduce the time you spend reinventing the structure for each new topic, so your team can focus on insights that matter to buyers.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Pitfalls to Avoid:<\/b><span style=\"font-weight: 400;\"> Keyword-stuffed explainers, content with no clear next step, and weak visuals hurt content. If a busy chief information security officer (CISO) can\u2019t scan your page and quickly see why the problem matters and what to do next, that visit will not turn into a pipeline later.<\/span><\/li>\n<\/ul>\n<table>\n<tbody>\n<tr>\n<td><b>Tip: <\/b><span style=\"font-weight: 400;\">Explore our <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/blog\/guide-to-b2b-saas-content-marketing\/\"><span style=\"font-weight: 400;\">content marketing for the B2B SaaS<\/span><\/a><span style=\"font-weight: 400;\"> guide for concrete examples of how to package guides, studies, and calculators. See how a complete content program (not just vanity metrics) actually drives revenue.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3><span style=\"font-weight: 400;\">MOFU: Solution education and differentiation<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>POV:<\/b><span style=\"font-weight: 400;\"> For the middle-of-the-funnel (MOFU), help buyers shortlist and answer \u201cfit\u201d questions with clarity. At this stage, your readers already accept the problem. They now need to know whether your approach fits their size, stack, industry, and team.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Assets\/Example:<\/b><span style=\"font-weight: 400;\"> Comparison pages, integration guides, buying checklists, and webinars with customer panels. For the SIEM company, this could look like \u201cSIEM vs XDR for mid-market healthcare teams,\u201d an \u201cOkta integration guide,\u201d and a customer webinar where a security lead walks through their evaluation process.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Metric:<\/b><span style=\"font-weight: 400;\"> Content-to-MQL or MQA rate, demo clicks from MOFU pages, and assisted pipeline by asset. These metrics show you which pieces actually push accounts to talk to sales, so you know where to invest more time and promotion.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Owner:<\/b><span style=\"font-weight: 400;\"> Product marketing, demand generation, and SEO work together here. Product marketing owns the story and proof, demand gen makes sure the right accounts see the content, and SEO ensures search visibility for comparison and integration queries.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Tools\/Templates:<\/b><span style=\"font-weight: 400;\"> A comparison-page template and a feature-versus-benefit matrix. This keeps your messaging consistent, so \u201cWhy us\u201d reads the same across web pages, sales decks, and paid campaigns.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Pitfalls to Avoid:<\/b><span style=\"font-weight: 400;\"> Vague comparisons, ignoring competitor proof points, and hiding pricing logic. If your content dodges real questions or refuses to acknowledge alternatives, buyers will go find the answers on someone else\u2019s site.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">BOFU: Proof, risk reduction, and justification<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>POV:<\/b><span style=\"font-weight: 400;\"> For the <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/bottom-of-funnel-bofu\/\"><span style=\"font-weight: 400;\">bottom of funnel (BOFU)<\/span><\/a><span style=\"font-weight: 400;\">, make it easy for buyers to say yes. At this point, the question is not \u201cDo we want this?\u201d but \u201cCan we defend this choice and roll it out without regret?\u201d Your content should help that champion walk into a budget meeting with confidence.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Assets\/Example:<\/b><span style=\"font-weight: 400;\"> ROI modelers, case studies with precise numbers, security briefs, and implementation plans. For our SIEM example, that might include \u201cSIEM total cost of ownership: tool and staffing,\u201d a case study quantifying reduced incident time, and a \u201c90-day rollout plan\u201d to share with IT and security.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Metric:<\/b><span style=\"font-weight: 400;\"> Opportunity-stage engagement, stage-to-close rate, and the change in sales cycle length when BOFU content is used. Tracking these lets you prove that content is not just bringing in leads, it is helping deals close faster with fewer surprises.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Owner:<\/b><span style=\"font-weight: 400;\"> Sales enablement and product marketing lead the content, while finance helps validate ROI assumptions. This makes sure the numbers stand up to scrutiny from a CFO and that reps know when and how to use each asset.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Tools\/Templates:<\/b><span style=\"font-weight: 400;\"> An ROI calculator spec and a case study template that always includes metrics, not just quotes. Repeatable formats make it easier to launch new proof points as you win more deals, instead of starting from a blank page every time.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Pitfalls to Avoid:<\/b><span style=\"font-weight: 400;\"> Only using anecdotal proof, content with no numbers, and assets that live outside the sales process. If reps do not know your content exists or do not trust the claims, it will never show up in the calls and emails that actually move a deal.<\/span><\/li>\n<\/ul>\n<table>\n<tbody>\n<tr>\n<td><b>Tip:<\/b><span style=\"font-weight: 400;\"> Discover a better way to justify budgets with projected financial impact using the <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/blog\/enterprise-seo-roi-forecasting-calculator-justifying-budgets-with-projected-financial-impact\/\"><span style=\"font-weight: 400;\">enterprise SEO ROI forecasting calculator<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2><span style=\"font-weight: 400;\">Activate Distribution Where B2B Buyers Actually Spend Time<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">You put in the work to build strong content. Now, the job is to get it in front of the right people in the right places often enough that it shapes deals.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For most B2B teams, that means a mix of your own site, LinkedIn, email, and direct sales activation. Every cornerstone piece you publish should turn into posts, clips, slides, and one-pagers that travel with your buyers across those channels.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Platforms like LinkedIn keep reminding marketers that reach comes from real conversation and consistent posting, not one-off viral hopes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The takeaway is simple: Do not bet everything on organic reach from your company page. Build a repeatable program around your executives, SMEs, and sellers, and back your best content with paid and email support.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you only post from the Company Page, you miss the chance to show how real people in your team think about the problems your audience is trying to solve. Avoid posting only product promos, jumping from topic to topic with no clear story, or posting in bursts.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">SEO and Site Architecture That Multiplies Content Value<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Your site should act like a home base for everything you publish. If visitors land on a single blog post and leave, you worked hard for half a result.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Good structure keeps people moving through your ideas. Clear hubs, internal links, and schema help search engines understand your authority on a topic and make it easier for a buying team to keep exploring without getting lost.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, if you sell a SIEM platform (as in the example above), you might build a \u201cSecurity Analytics Hub\u201d that serves as the anchor for everything you say about detection and response. Then:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The hub could link out to supporting pieces like \u201cSIEM use cases for mid-market teams,\u201d \u201cSIEM vs XDR for healthcare,\u201d \u201chow to reduce mean time to detect,\u201d and a case study that shows those ideas in action.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Add FAQ and HowTo schema where it fits, and make sure your strongest BOFU calls to action are easy to see on every page in the cluster.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">As that hub matures, watch topic-level visibility, cluster impressions, ranking patterns, internal click-throughs from hub to spokes, and assisted conversions.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Your SEO and web teams should own structure and implementation, while content owns consistent anchors and messaging.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The main takeaways that can hurt you here are orphaned pages that go nowhere, thin hub pages that add no real value, and CTAs buried so low that no one finds them.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Email Nurtures and Sales Enablement That Move Deals<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Email is where you can guide buyers at their own pace in their own inbox without fighting an algorithm.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you line up nurtures by stage and persona, you give people a logical path through your content instead of a random one. At the same time, your reps should always know which asset to send when a prospect raises a specific concern.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On the measurement side, look at the content-triggered <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/mql-vs-sql-debate\/\"><span style=\"font-weight: 400;\">marketing qualified lead (MQA)<\/span><\/a><span style=\"font-weight: 400;\"> rate, the meeting set rate, and the time it takes for someone to move to the next stage after engaging with a nurture or a sales asset.<\/span><\/p>\n<p><a href=\"https:\/\/directiveconsulting.com\/ca\/blog\/a-practical-guide-to-customer-lifecycle-marketing-for-b2b\/\"><span style=\"font-weight: 400;\">Lifecycle<\/span><\/a><span style=\"font-weight: 400;\"> or marketing ops can own the flow map and reporting. Meanwhile, sales enablement keeps a straightforward content-to-objective matrix and one-pagers that reps can drop into email threads.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What slows teams down here is relying on one-size-fits-all nurture sequences, putting hard gates in front of every asset, and leaving reps out of the loop, so they end up sending random links instead of a coordinated sequence.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Prove Impact: Engagement Signals and Revenue Metrics That Matter<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">If you want more budget for content, you need proof that it does more than bring in traffic.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your measurement plan should clearly show three things: how deeply people engage, whether they align with your ICP, and how often content drives or moves revenue.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sessions are just the starting point. The real story lives in quality signals and pipeline impact.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Measure Engagement Quality, Not Vanity<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Instead of asking \u201cHow many clicks did we get?\u201d start asking \u201cDid the right people stay, think, and come back?\u201d That shift changes how you judge almost every asset in your B2B content marketing strategy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Focus on signals that show real attention and intent, such as:<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Dwell time and scroll depth:<\/span><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Aim for a median dwell of at least 90 seconds and 50% scroll depth on key pages.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">If people leave quickly or barely scroll, you know you have a headline, intro, or user experience (UX) problem, not just a traffic problem.<\/span><\/li>\n<\/ul>\n<h4><span style=\"font-weight: 400;\">Returns, saves, and subscribes:<\/span><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Watch repeat visits to core guides, tool pages, and case studies.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Track saves, comments, and shares on platforms like LinkedIn, which reward genuine attention rather than quick clicks.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Newsletter signups from content sessions show that visitors want an ongoing relationship, not just an answer.<\/span><\/li>\n<\/ul>\n<h4><span style=\"font-weight: 400;\">Stage-specific email and on-site performance:<\/span><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use benchmarks by stage for email click-through rates (CTRs) and reply rates, rather than a single blanket target.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">For BOFU content, a smaller, highly engaged audience can be more valuable than an extensive top-of-funnel list.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Marketing ops can own the dashboards, while your content lead reviews these signals at least once a month to refresh headlines, intros, and UX. The main trap here is optimizing only for clicks and ignoring the effort it takes for someone to read, process, and act on what you publish.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Tie Content to Pipeline and Revenue<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Once engagement quality is in a good place, you need to connect that behavior to the pipeline and revenue. That means treating content as part of your go-to-market system, not as a side project. A simple approach is to:<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Track content at both the session and contact levels:<\/span><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Log which assets show up in journeys for the accounts and contacts you care about.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Look at sequences, for example: guide \u2192 integration page \u2192 case study \u2192 demo. This tells you which paths are common in real deals.<\/span><\/li>\n<\/ul>\n<h4><span style=\"font-weight: 400;\">Report on content-assisted revenue metrics:<\/span><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Content-assisted pipeline in dollars.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Number of opportunities influenced by specific assets or clusters.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Stage velocity changes when certain pieces are viewed, such as faster movement from evaluation to proposal.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Win rate when buyers consume BOFU content, such as ROI breakdowns or implementation plans.<\/span><\/li>\n<\/ul>\n<h4><span style=\"font-weight: 400;\">Make attribution usable in real decisions:<\/span><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">RevOps can own the attribution model and naming conventions.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Demand gen and content teams should review performance by stage, not just by channel, so you know which pieces drive demand and which help close it.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Common mistakes include relying on last-click reporting, skipping clear campaign names\u2014so journeys are messy to analyze\u2014and mixing ICP and non-ICP accounts in the same report.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you clean that up, you give your leadership a simple, believable story about how content turns attention into revenue.<\/span><\/p>\n<table>\n<tbody>\n<tr>\n<td><b>Tip: <\/b><span style=\"font-weight: 400;\">See how your content can fit into a broader SaaS playbook, not just a single page, with our <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/saas-content-marketing-guide\/\"><span style=\"font-weight: 400;\">SaaS content marketing strategy<\/span><\/a><span style=\"font-weight: 400;\"> guide for customer generation.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2><span style=\"font-weight: 400;\">Turn This Playbook Into Your Next Marketing Strategy<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">If you want or need support turning this into a concrete plan that connects SEO, content, and revenue, you can walk through it with the Directive team.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You will review your current performance, clarify your goals, and leave with a content roadmap your team can actually execute.<\/span><\/p>\n<p><a href=\"https:\/\/directiveconsulting.com\/ca\/services\/content-marketing-agency\/\"><span style=\"font-weight: 400;\">Book a content strategy consult.<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>You\u2019re not trying to publish more content just for the sake of it. You\u2019re trying to create a content engine<\/p>\n","protected":false},"author":129,"featured_media":49584,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[29],"tags":[86],"class_list":["post-49583","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","tag-content-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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