Front-end content creation attracts more qualified leads and helps effective salespeople to sell. But, is there a method to all of the content creation madness? Make order from content chaos with the following guidelines:
Step 1- Set Intention
According to a 2014 study conducted by the Content Marketing Institute, less than half of content-creating B2B organizations have any content marketing strategy at all. Hint: the same organizations are not satisfied with content marketing results. Dip a toe into the strategy waters without hiring an outside specialist by setting focused monthly topics, purposeful quarterly themes and clear yearly goals for content marketing teams. This will unify and focus the creators for better results.
Step 2- Give Time
Even when content is harnessed for sales purposes, the creation is an artistic pursuit. Because creativity doesn’t show up from 9 to 5, creators need time to let ideas surface, ferment and evolve. If writers are too busy churning word counts to let their juices ebb and flow for the greater good, perhaps it’s time to cut down on the output. (It’ll be okay. See: #3).
Step 3- Spread Liberally
Shift goals from “creating more content” to “finding more uses.” Master various mediums: Twitter, LinkedIn, blogs, videos, infographics, whitepapers, etc. That way, quality content can be lightly reworked, repurposed and deployed across many favored channels. And, don’t forget to get it in front of the sales team! Deploying content directly to reps helps them to stay on-message, and they can provide creators with invaluable feedback.
Step 4- Listen Actively
Having content management exists to start a two-way conversation, and it’s critical to listen for the response. How do sales reps like the new content? Is it readable, shareable and understandable for them? Are they using it? And, when it reaches prospects via social media and other outlets, is it winning interactions? If yes, what kind? Invest in engagement analytics and track them. Take this information and head back to step one.
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