#400 | Lashay Lewis helps B2B SaaS companies create profit-driven content strategies. We talk about why a B2B content strategy should be built from the bottom of the funnel up, why she interviews sales teams to understand "life before using the product" and why she interviews customer success teams to understand "life after using the product" and how that influences content strategy, how writing influences buyers, the power of a strong company POV, training in-house writers and freelancers in a way that scales, where podcasting fits in a B2B content strategy, why search volume can be misleading, and thoughts on how content marketers can use AI.

Timestamps

(00:00) - Why timeless marketing fundamentals still beat chasing new tactics

(03:45) - Why bottom-of-funnel content actually converts

(06:57) - Why search intent matters more than search volume

(13:06) - The customer research questions that make content convert

(15:14) - How to write content without interviewing experts every time

(24:36) - Feature mapping: turning product features into customer pain points

(31:55) - Companies that get bottom-of-funnel content right

(35:41) - Repurposing one converting article across every channel

(43:03) - Wrap-up and where to find Lashay

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[Best of B2B] How To Drive Revenue Through Content with Lashay Lewis (Founder, BOFU.ai)

The Dave Gerhardt Show (from Exit Five)

[Best of B2B] How To Drive Revenue Through Content with Lashay Lewis (Founder, BOFU.ai)