InsightsContent strategy
A B2B content strategy plans content for a long chain of decisions: orientation, comparison, internal alignment, and only then the deal.
One campaign for everyone misses the advisor, the buyer and the final decision-maker. Each has a different question.
The buyer is rarely alone. Time sits between the first search and the signature. Content has to stay up, not only peak in a launch week.
Search intent is more often explanation and comparison than impulse. Palan builds series and pages that finish that intent, not loose thought-leadership with no question behind it.
Map who asks which question. The specialist looks for how it works. The manager looks for risk. The board looks for proof. Same theme, different format.
Reuse one source — often video or a research page — across those formats. Not twelve separate stories. Palan ties that to audience data, not to a fictional persona.
A B2B content strategy is the plan that ties content to a long, shared decision: who asks what, at which stage, on which channel. Palan builds that strategy on search and viewing data, so production follows the chain instead of a calendar. The aim is recognition at every step, not volume for one campaign.
LinkedIn is often where the chain spends time, not the only place. Search is still where explanation starts. Palan chooses LinkedIn when the format fits the question, not because B2B is supposed to live there. A post with no page behind it disappears in the feed.
Longer than a retail campaign. Series and explanation pages build over months. Hunting only for leads after four weeks means stopping too early. Palan plans the spine first, conversion pages after — not the other way around.
No. Thought leadership with no search demand is an opinion. B2B buyers look for how it works, the risk, and a comparison. Palan makes those pages. An opinion piece can work if it carries a real question. Otherwise it is pleasant internally and invisible outside.
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