# Content a committee uses: one asset per role and stage > Why ten blog posts a month rarely move a company deal, which four assets each committee member actually uses, when to give them, and what never to write. - Course: [B2B Marketing and Sales: Win Your First Company Customers](https://productovi.com/courses/b2b-marketing-and-sales.md) - Module: Building demand in a long sale - Lesson 13/32, ~23 min - Source: https://productovi.com/courses/b2b-marketing-and-sales/content-a-committee-uses ## Where we are **Alex Tutor:** You're still Klasna for Teams' first marketing-and-sales hire. You can map a buying committee, pick whom to sell to and read a pipeline; this module is about filling that pipeline in a sale that takes months. **Marta:** Here's my plan: a blog. Ten articles a month, "Why English matters for your team", "Five tips for business email". Traffic grows, leads follow. **Sofia:** And we could put a long guide behind a form, so every download becomes a lead. **Alex Tutor:** In a sale that takes months, content has a different job. Seven people at Veloria must each say yes. Content should help each of them do their part of the decision. **Alex Tutor:** So the test of **B2B content marketing** is simple: does a buyer use this piece in a real decision? Views and downloads are a side effect, not the goal. > **Exercise:** Which question best tests whether a piece of B2B content is working? ## One asset per role **Pavlo:** Honestly, I don't read blogs. What I need is something I can forward to Yaryna, our finance director. And Stepan, our operations director, will ask how many hours his dispatchers lose. **Alex Tutor:** That's the brief. For HR and learning, Pavlo: a **program outline with outcomes**, what people will be able to do at the end, such as handling a carrier call, and how it's checked. **Alex Tutor:** For the budget owner: a **cost and payback sheet**, the price per lesson, the monthly cost, what's measured and when to decide. For IT security: a **data note** that answers their security questionnaire before they send it. **Alex Tutor:** And for the users, the dispatchers: a **sample lesson** with a real tutor on a real carrier call. Nothing reassures a nervous learner like trying it. **Marta:** And Stepan gets his answer inside the outline: a schedule built around shifts. **Alex Tutor:** Before we write anything, think about who carries it inside Veloria. > **Exercise:** Pavlo is your champion at Veloria and doesn't read blogs. What does he need most from your content? > **Exercise:** Match each member of Veloria's committee with the asset that helps them decide. ## The right asset at the right stage **Sofia:** Should I send all four on the first day, so Pavlo has everything? **Alex Tutor:** Timing matters. Early on, people are still deciding whether they have a problem. A one-page self-check helps there: how often does a carrier call or a customs form go wrong? **Alex Tutor:** While they compare options, the outline and the sample lesson do the work. At the decision, the cost sheet, the data note, a draft contract and a pilot plan. **Alex Tutor:** Let's put those stages in order before Pavlo gets anything. > **Exercise:** Put Veloria's content in the order the committee needs it, from first contact to approval. **Pavlo:** That pilot plan matters to me: twelve dispatchers, two lessons a week, four weeks. If Yaryna sees it paid and credited to the contract, she relaxes. **Marta:** Ninety-six lessons at 800 UAH, so 76,800 UAH, credited if they sign. That line belongs on the cost sheet. > **Exercise:** Veloria is close to a decision. Which assets belong at **this** stage? Choose all that apply. ## What not to write **Sofia:** For the cost sheet I found a line online: "Corporate English raises productivity by 40%." Can I use it? **Alex Tutor:** Who measured it, where, on whom? If you can't answer, cut it. A finance director who catches one made-up number stops trusting the whole page. **Alex Tutor:** Same for vague promises ("guaranteed fluency"), case studies with no real client behind them, and digs at other schools. Write what you can show: the price, the plan, how progress is checked. **Marta:** And we say plainly that we have no logistics clients yet. The pilot is how we prove it on their people. **Alex Tutor:** One more: a form that asks for a personal phone number and a birthday to download a guide. Ask only for what you'll actually use, a work email at most. > **Exercise:** Which lines should you **cut** from a draft cost sheet for Veloria's finance director? Choose all that apply. **Alex Tutor:** And Marta's idea of a guide behind a form, true or false? > **Exercise:** **True or false:** a guide behind a form that asks for a personal phone number and a birthday is a good way to fill a B2B pipeline. ## Did it get used? **Marta:** So how do I know these four pieces work? I can't count views on a PDF Pavlo forwards. **Alex Tutor:** Watch the deal, not the page. Did Pavlo forward the cost sheet? Did IT security come back with fewer questions? Did the finance director cite a line from it? **Alex Tutor:** Ask the champion, too: "Which page did you actually use inside?" One honest answer tells you more than a dashboard. **Sofia:** So instead of ten articles a month, four assets that each move one person. > **Exercise:** A month after you sent the cost and payback sheet, which signal best shows that it worked? ## Your turn: the cost sheet **Marta:** Draft me the outline of that one-page sheet for Yaryna. Headings and one line under each. **Alex Tutor:** Keep only what you can back up: the facts you have, what will be measured, when she decides, and what happens if it doesn't work. **Sofia:** And no 40%. **Alex Tutor:** Exactly. If there's a number you don't know yet, write how you'll measure it. > **Exercise:** Write the outline of a one-page **cost and payback sheet** for Veloria's finance director: **4–6 headings**, one line under each. Facts you have: 800 UAH a lesson, quarterly invoices; a paid pilot of 12 dispatchers, 2 lessons a week for 4 weeks (96 lessons, 76,800 UAH, credited to the contract); Klasna replaces a tutor within a week at no extra charge; Klasna has no logistics clients yet. > **Key ideas** > > - In a long sale, **B2B content marketing** exists to help each member of the buying committee do their part of the decision. Its test: did a buyer use it in a real decision? > - One asset per role: a program outline with outcomes (HR and learning), a cost and payback sheet (budget owner), a data note (IT security), a sample lesson (users). > - Match the stage: a self-check while they decide whether there is a problem, the outline and a sample lesson while they compare, the cost sheet, data note, draft contract and pilot plan at the decision. > - Never write unsourced numbers, guarantees, fake case studies or digs at competitors, and ask only for the data you will use. **Alex Tutor:** Next time: reaching companies that haven't heard of you yet, without spam and within data-protection rules. - Previous lesson: [Case: the quarter's forecast review](https://productovi.com/courses/b2b-marketing-and-sales/quarter-forecast-review-case.md) - Next lesson: [Outbound that respects consent](https://productovi.com/courses/b2b-marketing-and-sales/outbound-with-consent.md) --- Productovi Learning. Free, no sign-up needed to read.