U.S. Cellular wanted to generate more leads by diversifying its B2B content to meet a larger audience. Our recommended strategy was to develop content tied to specific pain points discovered in our buyer persona research. We then created relevant, nuanced content for SEM, SEO, content syndication, direct lead generation and nurture journeys — all with a persuasive, personal tone. The creative strategy was praised by U.S. Cellular’s sales team and addressed the needs of its target audience. As a bonus, we repurposed our persona research to create a valuable sales messaging guide, enabling their sales staff to turn messaging insights into sales.