Spotlight Series: Driving a client-centric B2B content strategy

Hosted by Meta Karagianni, Chief Consulting Officer, our Spotlight Series brings you first-hand perspectives from Momentum ITSMA’s Subject Matter Experts (SMEs). These conversations uncover key learnings, explore the biggest trends and challenges in marketing, and highlight the strategies driving transformation in an increasingly client-centric world.

In this episode, Tony Coppola unpacks the challenges marketers face in managing B2B content at scale and how a strategic, data-driven approach can create messaging that truly resonates. Effective content goes beyond just delivering facts; it’s about building emotional connections at every stage of the buyer’s journey. 

Meet the expert

With over 20 years of experience in the content and creative industry, Tony leads high-performing teams across diverse content channels, ensuring an integrated, seamless approach throughout the process. Passionate about technology and innovation, Tony keeps track of industry trends to incorporate future-facing technologies into our content services.

 “Content creates a cohesive client experience that resonates on multiple levels.”

Tony and Meta dive into the common pitfalls in content creation, particularly in large, complex organizations. Without a clear strategy, content often becomes fragmented, inconsistent, and wasteful. Tony advocates for leveraging modular content tools and real-time data to optimize content for different industries, buyer personas, and key stages. The goal isn’t more content; it’s smarter, more impactful content.

At the heart of Tony’s approach is crafting B2B content based on deep insights into clients’ unique needs, challenges, and pain points. By understanding what matters most to your target audience, you can create more relevant, personalized content that transforms the way you engage with them. 

“Our goal is to create a narrative that highlights the challenges and offers real solutions.”

 In this conversation you’ll discover:

• Why starting with a clear, singular insight is key to solving the real problem and ensuring all content aligns with a unified purpose.
• How to craft client-centric content that directly addresses your audience’s unique needs and challenges, going beyond just business objectives.
• The power of data-driven decision-making in refining content strategies, using analytics to optimize performance and align with real-time audience behavior.
• How modular content empowers you to create personalized, adaptable content for different industries, accounts, and personas, maintaining relevance at every stage of the buyer’s journey.
• The benefits of building a structured content library that accelerates content creation and enhances agility in today’s fast-paced market.

Watch the video now.