# How to use content marketing to win first B2B clients. - working worksheet

Reviewed alongside the Eli guide: https://hireeli.io/resources/content-marketing-first-b2b-clients

## Decision to make

Build a small content system around early buying decisions

Owner: ____________________
Review date: ____________________
Canonical page or destination: ____________________

## Buyer questions

- [ ] Which content should a B2B startup publish first?
- [ ] How many pages are enough for an early content program?
- [ ] What makes content useful in a sales conversation?
- [ ] How should content-assisted customers be measured?

## Evidence-led work plan

### 1. Start with twenty literal buyer questions

Pull questions from sales calls, onboarding, support, search data and observed AI answers.

Evidence or artifact: ____________________
Status: [ ] not started  [ ] working  [ ] verified  [ ] blocked

### 2. Build three canonical decision pages

Create one category or problem page, one options or comparison page and one implementation or risk page.

Evidence or artifact: ____________________
Status: [ ] not started  [ ] working  [ ] verified  [ ] blocked

### 3. Add something the search result does not already have

Use a real workflow, anonymized pattern, transparent comparison method, calculator, template or screenshot.

Evidence or artifact: ____________________
Status: [ ] not started  [ ] working  [ ] verified  [ ] blocked

### 4. Distribute the page inside real work

Send the relevant page after a conversation, include it in proposals and onboarding, ask partners whether it helps their audience and adapt the core evidence for founder social posts.

Evidence or artifact: ____________________
Status: [ ] not started  [ ] working  [ ] verified  [ ] blocked

### 5. Open a new URL only when the decision changes

A new page needs a materially different audience, decision or outcome.

Evidence or artifact: ____________________
Status: [ ] not started  [ ] working  [ ] verified  [ ] blocked

## Source ledger

- [ ] Google Search Central: people-first content guidance: https://developers.google.com/search/docs/fundamentals/creating-helpful-content
- [ ] Google Search Console: performance report: https://support.google.com/webmasters/answer/7576553
- [ ] Paul Graham: Do Things That Do Not Scale: https://paulgraham.com/ds.html
- [ ] HubSpot: finding and keeping a first customer: https://blog.hubspot.com/sales/first-customer

## Measurement boundary

Baseline date and exact context: ____________________
7-day observation: ____________________
14-day observation: ____________________
30-day observation: ____________________
Known limitations: ____________________

Keep technical eligibility, citations, recommendations, visits, leads and revenue as separate evidence. This worksheet does not guarantee an external ranking or commercial result.