content marketing

Driving Revenue Through Content Marketing


Digital (Zoom) Event | Wednesday, July 21, 2021; 4:00-4.45 pm PDT 

Driving Revenue Through Content Marketing

Delijeh Snyder, Content Strategy Director at Anaplan and Principal at Brill Content

Location: virtual                  

register for Zoom link

Producing content is easy — linking it to revenue is hard.

So why would you want to do that? Because producing content costs money and resources, and without a solid link to revenue, sooner or later, you'd struggle to justify resources.

For our July 21st event, we are excited to have Delijeh Snyder — Anaplan's current Director of Content Strategy and Principal at Brill Content — sharing her expertise in connecting content marketing to revenue goals:

  1. A summary of the key ingredients you need to set up content marketing for revenue impact:
    1. Translating business goals to content marketing goals
    2. Buyer’s journey audit and content map
    3. Distribution plan
    4. Tech stack
    5. Measurement and reporting
  2. Deeper dive on tech stack, measurement, and reporting
    1. A single hub for content (no matter who content consumer is)
    2. Tech stack connection (marketing automation and CRM)O
    3. Linking content to pipeline and revenue
    4. Common pitfalls

Delijeh Snyder, Content Strategy Director at Anaplan and Principal at Brill Content

Delijeh Snyder

Delijeh Snyder has been building and leading content marketing functions for tech startups as well as consulting companies such as Culture Amp, PwC, CH2M, Royal Group, and Concept Group for the past 10 years. Delijeh is passionate about turning content marketing into a growth driver for tech companies and using content to break down silos between the marketing and sales teams. Delijeh holds a master’s degree in strategic marketing from the University of Wollongong in Dubai. Her friends and family say she is a great cook, but it’s not always worth it because she leaves the kitchen a mess when she cooks. In addition to cooking, she loves hiking with her Goldendoodle, Dublin. She currently lives in San Francisco, but before that, she lived in Dubai, UAE for 10 years.





Note: We may be live streaming and/or photo/video recording this event for promotions and revenue generation. By registering, you indicate your permission to be included in these media.

ANA Business Marketing – B2 Awards 2021


Grow your business.
Showcase your best work.
Celebrate your success.

Registration Opens November 2, 2020


The B2 Awards are a great opportunity to recognize the hard-work and success of fellow B-to-B marketers, firms, and suppliers.

This event will showcase innovative marketing practices from a variety of campaign sizes, budgets, and scopes.

Submit your work for the chance to earn one of the 47 award categories given out through this competition. 

To register on Nov 2 or to find out more program details VISIT WEBSITE

Shakespeare, Grapefruit, and B2B Content Marketing


Yes, I mean William Shakespeare. Several years ago as a struggling novelist, I went through the nearly 5,000 books in my library, acquired from my undergrad work in English Literature and passion for learning. I was looking for an overall pattern or structure to great literature that had withstood the test of time.

Also, a question was beckoning me: How do you tell a good story?

Let’s face it—most B2B content is not a page-turner. However, the overall structure of your content marketing strategy can leave leads begging for more.

As you know, our role as a marketer is to make shift happen whether that shift be a change in perception or qualified leads for sales. The goal of marketing is to create awareness, interest, consideration and demand (AICD)—and in that order.

Here’s how to make shift happen with B2B Content Marketing.

story-arcFirst, think of your overall content strategy as a play, novel or short story separated into three Acts. Act I should lead up to the climax, which occurs in Act II. Act III is the denouement and should resolve the conflict of the overall content story. In other words, solve the problem presented in Act I. Then, start plotting your strategy out according to the process of marketing mentioned above (AICD).

Second, it’s content assessment time. Ask yourself these questions: What content is on-hand? What content are competitors using? What is unique to your products or services and how can you leverage this for your organization’s benefit? What content can be created that will further sales or meet other content objectives?

Third, create and discuss ideas internally. Also, look for “pre-“ trends, which is more advantageous than only staying on top of trends in your industry. Informally present ideas to executives, peers, the BOD, engineering, sales, etc. Grab a glass of grapefruit juice and stop by a colleague’s office or workstation. Or, you could stalk them outside the restroom—your call.

Fourth, develop a 6-month plan. Map out the content deliverable, stakeholder, dates and the promotion strategy comprehensively.

Following the plan is the Fifth step. Dates may get pushed out but…just keep going. Content may change so have a backup plan. New content ideas will come up…plan on it and risk them if they’re logical and feasible. Ensure your Marcom peers remain diligent on metrics – response rate, CPC, CPL, etc. Always quantify the results weekly or bi-weekly and then share data unilaterally and bilaterally within the organization.

Six, keep the momentum going by planning for an additional month each month so that by month 6 of your original plan, you’ll have about 6 more months of content strategy ahead of you. Get new ideas from: competitors, customers, sales, engineering, marketing colleagues, founder/s, CEOs/Presidents, BOD members, investors, outside influencers (analysts, media, pundits, etc.), and your partner eco-system.

Lastly, repurpose your content. Why shouldn’t you? The entertainment industry does it all the time. First the short story or book, then the movie or television show and then the sequel to the movie or book, and then, what we have all been waiting for with bated breath… a daily calendar with pictures or excerpts. For example, “Day 263: The Grapefruit is an excellent detoxifier. Live large and eat a grapefruit today.” Seriously, repurposing content saves budget dollars and internal resources, including a precious one—your time.

As a recap, the content marketing strategy in a nutshell:

  • Think of your content strategy in three Acts and plot out according to AICD.
  • Assess your content and potential content.
  • Create and discuss ideas internally.
  • Develop a 6-month plan.
  • Follow the plan, prepared for contingencies and adaptation.
  • Keep the momentum going by planning an additional month every month, thereby having a 6-month plan at all times.
  • Bonus: Be ready to repurpose your used content.

Looking for examples? Look for my next blog post!