Keirra Woodard
Content Marketing Strategy Consultant
What I do
As a content marketing strategy consultant, I will help you define when, where, how and what content (email newsletters, blog posts, etc.) to create and promote, so that your content generates a consistent, predictable stream of high quality, business leads.
I specialize in content marketing for: software-as-a-service (SaaS), and business-to-business (B2B) startup companies, primarily within the business, marketing, and worker productivity sectors.
My Background
In 2019, I started a new full time role as a marketing content writer at a B2B SaaS startup. (I also managed social media and advertising, among other responsibilities.) My task was to find a way to use social media as an engine for generating qualified leads.
The problem is, we had three products, each with completely different features, which we promoted to five or six different industries, with four or more different target personas within each industry. It was a headache to keep up with. As I tried to attract potential customers through social media, I struggled to figure out which content would resonate with our audiences.
I struggled to figure out which content would resonate with our audiences.
As I was doing this, our content manager was doing online customer research and interviewing members of the sales and product teams to generate content ideas. The new year was approaching, and I anticipated that the new calendar created would give me usable blog and whitepaper content that would speak to our target audience so I could get more traction through social media.
Our content manager released the final spreadsheet for the upcoming quarter’s content schedule at the end of December. I pulled up the spreadsheet on my computer, excited to scroll through the final product. As I read the titles of the blog and whitepaper ideas, a pang of surprise hit, closely followed by the numbness of disappointment settling in my chest.
It became clear that, though the ideas were not bad, they wouldn’t help much with connecting with our audiences. The ideas were organized into themes, but those themes were not necessarily aimed at the specific audiences or industries we needed to focus on attracting.
Setting my disappointment aside, I continued looking for ways to attract and engage our target audiences. As time went on, it seemed most of our marketing content was created, promoted once and disappeared into a “black hole”.
As time went on, it seemed most of our marketing content was created, promoted once and disappeared into a “black hole”.
Our entire goal was to feed leads to the sales team, which seemed entirely disconnected from what we were doing. They were spending their time doing cold outreach and had their own sales cadences completely divorced from the content we were creating. The founders constantly pressured them to deliver more qualified leads to meet monthly revenue goals.
Witnessing the constant stress and frustration of the sales team and founders as they struggled to get business leads gave me an idea.
Witnessing the constant stress and frustration of the sales team and founders as they struggled to get business leads gave me an idea.
If we had a more systematic way of creating content, we would know exactly which audiences to target and what content to create that would resonate with them.
We wouldn’t have to waste our efforts on filling a calendar only for it to disappear into a marketing black hole. Instead, we could focus only on filling the gaps in what each of our target audiences needed to know to be excited to buy from us.
What if, by creating content strategically, we could get so many qualified, inbound leads coming to us that the entire business could become profitable?
What if, by creating content strategically, we could get so many qualified, inbound leads coming to us that the entire business could become profitable?
I left that company and started independent consulting with that singular goal in mind. I scoured every book, article, and course I could find, spending nearly a year testing and refining solutions with business and nonprofit clients.
Finally, I’ve designed a simple system for content creation, promotion, and tracking, which when implemented, allows SaaS startups to not only repurpose their content for maximum value, but to systematize it so that the same content generates more business leads every time it’s used.
My goal is that when a startup implements my content strategy system, sales and marketing teams don’t have to worry about hitting lead goals. The founders can rest easy, knowing that they’ll consistently get the inbound leads – and revenue – they need to achieve profitable status and grow far beyond.