You know content marketing could be driving more impact. But then you hit a wall. Leadership doesn’t get it. First off, if that's you, you're not alone.
🔸 Only 30% of in-house content marketers say their leadership is fully bought-in. 🔸 41.3% admit they aren't doing audience research nearly enough. 🔸 60% are unsure if their content stands out in voice and tone. If you don’t have buy-in, if research is rushed, and if content doesn’t stand out—why would it drive real results? This is why most companies treat content as an afterthought, and it’s many why content marketers struggle to prove their value. Here’s how to change that: Stop making the case with opinions. Start making it with research. Introducing: The 8-Layer Market Research ProcessMost content strategies fail because they aren’t based on real audience insights. If you want to prove content deserves investment, here’s how: 1. You – Your Brand NarrativesWhat are your four core brand narratives?
2. Your CustomersInterview your customers to find out:
3. Your Competitors
4. Your Search Competitors
5. Industry-Adjacent Players
6. Industry News
7. Influencers
8. Real-Time Industry Pulse – What’s Being Shared Now?
How This Gets You Buy-InExecutives respond to data that exposes risk and opportunity. 🔸 Proves what’s broken – Misaligned content, missed opportunities, competitor dominance. What Happens Next?Once you have the data, the next step is to analyze the market and design a content code so your stuff will create a signal among all the noise. |
Tommy Walker is the founder of The Content Studio, a content marketing consultancy for Fortune 1,000 companies and fast growing B2B startups. The Studio Insider blends filmmaking principles with B2B marketing advice to help marketers create meaningful content that connects and converts.
25 narrative principles Live workshop option Early bird sale starts June 27th, 2025 The problem with most content programs Most content marketers are stuck "playing content." You know the cycle: Write "good enough" content. Get vague feedback ("I don't like this"). Make random changes. Repeat until exhausted. Publish anyway. Wonder why it underperforms. Sound familiar? In the two decades I’ve worked in content marketing, I hear the same frustrations over and over again: "Leadership doesn't...
Hey Reader,We don't think in keywords. We think in arcs. We wrestle with big, layered problems and go down rabbit holes when we think we’re onto something. We binge. We compare. We revisit. We want to make sense of things, and we want to be taken seriously while doing it. So when your content is structured as disconnected articles, you’re forcing the audience to do the heavy lifting of stitching the narrative together. What Narrative Planning Changes A narrative-driven content calendar treats...
Ever watch a show with a killer premise... that you gave up on halfway through? For me, it was Heroes. The first season built tension. It hinted. It layered. It pulled you forward. Season 2? It just fed you information. No tension. No hook. I watched it — but I didn’t care.That's what most B2B content does.It just kind of starts, presents a bunch of information, then... ends.It presents info, then ends. You skim it, forget it, and deep down, you know your reader will too.If that's you, don't...