How to Build a Content Strategy That "Drives Pipeline"

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In this episode, Sara Stella Lattanzio pulls back the curtain on what it really takes to build a content strategy that drives pipeline in a B2B company. She talks about the resistance she faced and shares her proven tactics for overcoming obstacles and proving the value of content marketing. 

• (00:00) - Intro

(03:45) - Sara's pet peeve (06:28) - First actionable steps as a marketer (10:51) - How to find and convince the right people for content marketing (21:46) - Getting people involved (26:59) - When did you drive more pipeline (28:18) - Sara's content strategy process (33:19) - What's a cluster (36:05) - How do you decide on a cluster (40:15) - The difference between content strategy and editorial calendar (44:43) - How do you deal with the fear of judgment (49:28) - The difference between business in the US and the EU (51:56) - Sara's top 3 resources

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