Content for Each Step of Your GTM Process
August 11, 2026 By Lori Straus
Designing your GTM process requires an accompanying content plan.
A fleet director evaluating your EV charging solution needs different information than the city councillor who eventually signs off on the budget. Moreover, both need different content than the operator who uses the solution every day. A content plan works best if the content changes as the buyer moves through your GTM plan.
Here's what that looks like, step by step.
1. A Value Proposition Anchored in Outcomes People Care About
Skip the pitch about having the most innovative mobility solution on the market, because it makes you sound like many of your competitors.
Your positioning must answer the question a fleet manager or transit planner is asking: does this save time, cut costs, or reduce risk?
Instead, put the outcome front and centre in a one-page positioning statement and a short explainer. Let the technology come second.
2. A Sales and Distribution Model Sized to the Buyer
Direct enterprise sales, municipal RFP processes, and fleet reseller channels all move differently. Content should match each stage of their unique sales funnels. A battle card built for your reseller partners doesn’t look like a procurement-ready spec sheet for a city, so your sales enablement needs to be built separately for each channel.
3. The Full Buying Committee
A single mobility sale can touch fleet operations, procurement, safety officers, sustainability staff, and the drivers who'll use the product. Miss one, and the deal stalls somewhere you didn't expect.
Supplying content tailored to each role needs messaging written to their unique concerns.
This means avoiding the same presentation slide deck for each target market, creating social media for “everyone” instead of your marketing avatars, and focusing your case studies on a single aspect of your company. We covered this in more depth in EV Industry Dev & Sales: Remember These People in Your Strategies.
4. Evidence, Not Promises
Cautious buyers don't take your word for performance claims. Pilot data, third-party validation, and case studies with real numbers attached are what let a skeptical procurement officer check your claims for themselves. This can build trust and therefore strengthen your relationship with your potential buyer.
5. Segments Built on Pain, Not Just Market Size
Knowing your market size tells you who could buy. Knowing their pain tells you what to say to them instead of offering general information meant to speak to the entire market. Once you've identified a segment, build content around the specific friction that group feels.
We wrote a full framework for this in Segment by Pain, Not Just Market Size.
6. Regulatory and Compliance Readiness
Municipal procurement rules, vehicle safety standards, and environmental regulations shape a mobility sale long before anyone talks about price. A plain-language explainer that walks through the compliance pathway shows the buyer you already understand it, so they don't have to walk you through it themselves.
7. Flexible Pricing and Commercial Models
Municipalities work in budget cycles. Fleets weigh leasing against ownership. Consumers focus on solutions that already fit their lives.
A rigid price sheet doesn't speak to these groups. Try a piece that walks through the commercial options instead: for example, a leasing-versus-ownership breakdown, content timed to municipal budgets cycles, and social media campaigns that show consumers how easy your mobility solution is to use.
8. Content and Credibility
The first seven steps determine what your content needs to say. This step is where you say it.
Everything above is raw material:
- the outcome you're leading with
- the channel you're selling through
- the stakeholders you're writing for
- the proof you're relying on
- the friction each segment feels
- the compliance pathway you understand
- the pricing model you're offering
A strong content plan takes that material and accomplishes three things at once:
- demonstrates you understand the problem
- gives cautious buyers a way to self-qualify before they ever talk to a rep
- puts the right proof in front of the right person at the right stage
Understanding the information you have and how it applies to the pain points of each target market means your content will feel specific rather than abstract.
9. Champions and Post-Sale Success: Training Material
The deal doesn't end at a signature. Someone inside the organization championed you, and someone must adopt the solution or product you sold. Onboarding and training material for the people using your solution daily does double duty here, because it also keeps your internal champion looking good for having pushed the deal through.
10. The Right Metrics
Don’t apply the same metrics to every stage of your sales funnel. For example, a top-of-funnel explainer succeeds on reach and click-through rate, while a case study may succeed when your sales team uses it to close a deal.
Tracking which content gets used at each stage matters as much as what you publish.
Guidance for Getting Started
You don't need all ten pieces built at once. Start by mapping where your current content sits. This will help you identify gaps that need your attention.
Prioritize pacing over quantity. Most companies find they're overloaded at one or two steps in their sales funnel and empty in the remaining steps. Decide on a content production cadence you can maintain instead of aiming for blue skies.
For extra support mapping this process, contact us via the form below.
