Forget what you know about content strategy. In the era dominated by relevance and recency, the only way to win authority is to be sincere with your marketing. Here are ten easy ways to jump start the process…
1. THE CUSTOMER IS THE MARKET
Effective Content is not you. No one gives a shit. Instead, think about what your Buyers need to hear. In order for your content to have the most impact, it must align to her pain points and challenges. If your message doesn’t help the customer, don’t bother even being in business.
2. TACTICS ARE NOT THE ANSWER
Define your Buyer Dialogue and Content Architecture according to the customer decision journey. Then define the best strategy to deliver the right content that will engage your Buyer through their buying cycle. After all of that, you can now determine the right tactic. The latter should NEVER drive the unfunnel.
3. PLAN FOR MULTIPLE PERSONAS
Today’s buying process involves more than one type of buyer — organizations are selling to various people, all of whom have influence into the final decision. Each persona is unique and the content must be as well. Be sure you properly define the Buyer personas and map the proper content to each one.
4. YOU DON’T NEED MORE CONTENT
Far too many marketing hacks talk about the need for more content. In reality, the problem is not more content, but the need for better content. In a recent Buyer’s survey, more than half of the Buyers said “Content Relevance” was very important to purchase decision. Focus on quality, not quantity of your content.
5. GET THE MOST FROM YOUR CONTENT
Repurpose the content you already have. Take a blog post and turn it into several Tweets, create a podcast, produce a short YouTube video, or even take multiple posts in your blog that have a common theme and create an eBook for download. Be creative your existing content and you’ll maximize your efforts.
6. THE BEST CONTENT BEGINS WITH A GOOD CURATOR
Customers do not necessarily expect you as a vendor to produce all the necessary or relevant content needed for their buying decisions. What attracts the user is a thought leader who knows what the Buyer wants. Be a source of good content — curate good content from other sources.
7. MAP CONTENT TO THE USER’S DECISION PROCESS
Your content must align to the purchase path of your Buyer(s). This requires an understanding of the user’s path through their Engage, Nurture and Conversion stages. Knowing your customer is one thing, but to truly deliver the most relevant content, you must know where they are on their buyer decision journey.
8. THE IS NO SHORTCUT TO DOING THE WORK
Developing relevant and informative content never stops. The more you interact and learn about your Buyer, the more intelligence you collect. This intelligence will allow for more targeted content and a chance to optimize what has already been developed. Set it and forget it does not apply when it comes to content.
9. MIX IT UP – CONTENT WORKS IN MANY WAYS
It is tempting to think about content in terms of white papers, eBooks and datasheets. But some of the most compelling content can come in just 140 characters. The key is ensuring your content, in all forms, has a common dialogue thread that aligns to one of two personas – the buyer and the social blogger.
10. MARKETING NEEDS A MOVEMENT
Marketers should not be the only content creators in an organization. Multiple roles including sales, design, product management, customer support, etc. should be content contributors. Involving various roles in content creation delivers a unique perspective on the customer and helps speak to each Buyer throughout the journey.
Like anything else in B2B marketing, creating killer content is only one part of a successful web strategy. However, it is one that causes many marketers pain. Any tips you feel should be added to the list?