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Branding, personas and messaging

B2B buying journeys are complex. Starting with the right strategic foundations drives better marketing effectiveness and growth. 

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Strategic foundations drive growth

Strategic foundations provide the essential guardrails that keep your marketing in alignment with your company’s goals, mission and vision. You can have all the tools and resources in the world, but without defining your audience, the messages that resonate with them and brand that defines your unique value, your marketing is unlikely to make the impact you desire.

Reach the right audience, with the right message

Research reveals that 84% of B2B businesses report successfully raising brand awareness through content marketing. Establishing your brand essentials provides clear direction and consistency which helps align your entire organization to create content that truly resonates with your target audience — leading to higher engagement and conversions.

But achieving this on your own can be overwhelming.

Without an outside perspective, it’s easy to become too close to your product, solution, or service, making it difficult to see what truly sets you apart.

That’s where we come in. Through research, strategy, and collaboration, we help you craft a marketing approach and brand foundation that drive sales, increase awareness, and improve customer retention.

 

 

Is your brand missing any of these strategic foundations?

Messaging and positioning

A messaging strategy document is a foundational guide that defines how a brand communicates with its audience.

Key messaging pillars, value propositions, brand voice, tone and core narratives ensure consistency across all marketing and sales channels. Use this document to help your business articulate your unique position in the market, align internal teams and create content that resonates with your target audience.

 

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Buyer and partner personas

Buyer and partner personas are detailed profiles representing your ideal customers and strategic partners. These personas are built using research, customer interviews, data and insights to outline demographics, pain points, motivations, and buying behaviors.

By developing accurate personas, your marketing team can create personalized messaging, targeted campaigns, and stronger relationships that drive engagement and conversions.

 

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Branding and logo development

Whether you have an established brand and need a refresh or you’re starting from scratch, the Content Matterz team will work with you to create a brand that reflects your values and helps your company stand apart from competitors.

Our comprehensive process establishes logos, colors, typography,  graphics and photography to ensure consistency across all marketing materials. A well-designed brand ensures an experience that strengthens recognition and trust.

 

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Our process for crafting messaging, personas and branding

At Content Matterz, we take a hands-on, strategic approach to crafting messaging, personas, and branding that truly connect with your audience. Here’s how we make it happen:

1. Researching deeply into your company

First, we get to know your business inside and out. Through research, stakeholder interviews and competitor analysis, we dive deep to find out what makes you unique and how we can position you to stand out.

2. Crafting your messaging strategy

Next, we develop a messaging framework that defines your brand’s voice, key messages, and value propositions. This ensures that every piece of content — whether it’s an ad, social post, or website copy — feels cohesive and speaks directly to your audience.

3. Defining your ideal customers and partners

We create detailed buyer and partner personas based on real insights, outlining who your audience is, what they care about, and what drives them to take action. This helps shape marketing campaigns that feel more personal and effective.

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4. Building your brand and style guide

From logos and color palettes to tone of voice and messaging guidelines, we develop a style guide that keeps your brand consistent across all platforms. This ensures that whether someone sees your website, an ad, or an email, they instantly recognize and connect with your brand.

5. Putting it all into action

Once everything is in place, we help you roll it out — whether that means refining website copy, launching a campaign or creating sales materials. We make sure your new brand foundation is seamlessly integrated into your marketing efforts.

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6. Evaluating and optimizing over time

Branding and messaging aren’t “set it and forget it” tasks. We continue to analyze what’s working, make updates as needed, and help your brand to stay fresh and relevant.

With this process, we’ve helped dozens of businesses build strong, authentic and compelling brand identities that drive real results. Ready to make your brand stand out? Let’s chat.

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WHAT OUR CLIENTS ARE SAYING

"I had high expectations for the content for our new vertical content campaign and Content Matterz exceeded them all. The sky is the limit for how this campaign will perform with personalized assets like these. Plus our sales team is prepped with enablement tools that allow them to seamlessly continue the prospect journey."

5
Nichole Marsano
Vice President, Demand Generation
Payscale

"Working with Content Matterz means thoughtful results every time. They don’t just produce a pretty end product, but you also know that they have thought through every detail and your content will be perfectly tailored to your goal and your audience."

5
Lisa Buckowitz
Marketing Director, Zemax
Payscale

"Content Matterz has served as an extension of my marketing team for two years now, and together, we’ve accomplished a lot! Cara and her team have been effective in both copywriting and design. And the results have been measurable, including 3x the average visits on a blog post and nearly 5x the average number of downloads for a whitepaper."

5
Rowena Kelly
Senior Marketing Manager
SAP Concur

"Cara and her team have partnered with PS Partners to consolidate our marketing efforts with one company. Her team is highly-effective, keeps us on task but fun and professional. They are transparent, authentic, creative and intelligent. I highly recommend Content Matterz."

5
Gina Peckman
Founder and CEO
PS Partners

"I’m always moving at the speed of light. Content Matterz keeps up with my pace, delivers incredible work on time and on budget and is a great partner to work with."

5
Michelle Kimihira
VP of Marketing, Enablement & Operations
Human Interest

"I consider Content Matterz part of my team and honestly, I couldn’t do it without them. After my weekly calls with my Content Strategist, I don't feel like I’m on an island alone anymore."

5
Karen Gernhardt
Head of Marketing
Docuvera

"There's been a breadth of opportunity and Content Matterz has allowed us to blaze the trail as a new brand. And as we've been acquired by Siemens, they've been amazing in making sure that we're not only leveraging Brightly in what we can do but also where we're able to lean into our new parent company's point of view as well."

5
Courtney Cheek
Content Marketing Manager
Brightly

"From our initial meeting we knew Content Matterz was a great fit. They learned our business, our differentiators, and our business priorities. Their strategic and pragmatic approach helped us move from marketing ideas to a marketing plan that could be executed."

5
Glen Cooper
CEO
Pico Logic

Get B2B content marketing that makes the connection

 

Ready to help your customers feel seen with strategic content that hits when and where they need it most?

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