In the digital era of self-educating buyers, many B2B organizations have adopted inbound and content marketing tactics to engage buyers and customers.
Well executed, this is a great way to find and be found by prospects. It helps create value before prospects become customers. Educational content is used to help buyers solve business problems. This gets vendors into high trust positions to influence favorable buyer solution approaches and required capabilities.
Content in the digital era is a strategic imperative and key driver of top business objectives.
- New customer acquisition and profitable revenue growth
- Marketing and sales productivity that lowers selling costs
- Data acquisition about customers and buyers
- Consistent, exceptional customer experience.
Unfortunately, most companies suffer due to poor execution. Poor content and content performance causes lower marketing and sales productivity and effectiveness. This adversely impacts top business results.
There are many reasons for this. Two of the most important and generally neglected reasons are:
- Poor or no business level content strategy
- A new reality that the traditional content operation model is obsolete and can’t meet new requirements of digital era audiences, content and delivery channels.
How well does your organization:
- Operationalize your content strategy to get the best performance from content, output from operations, and returns on content investment?
- Support the content needs of ALLcustomer facing constituents and their use case requirements — especially sales and your sales channel?
- Design and create content to meet audience requirements for relevant content useful differentiated insights, in media formats that meet preferences and channel selection?
- Scale production without comprises?
New Business Realities Create New Content Requirements That Demand New Approaches
Individuals and groups responsible for content creation must serve an expanding set of content requirements from constituencies across marketing, sales and channel functions.
Content relevance, coverage requirements, formats (video) and channels have increased content operational challenges, especially for the current production process and typical resource, time and budget constraints.
Expanding human resources to address this problem yields limited results. Software developers previously experienced this. They called it the “mythical man month.”
We suggest these are not marketing or creative challenges. These are content operations challenges.
At the root of the problem is another new reality:
The traditional, project oriented, creative craftsman approach to content, cannot meet the new requirements of the digital enterprise, digital marketing, digital content, or empowered buyer/audiences.
As re-engineering of manufacturing processes in the 90’s simultaneously improved product quality, custom configuration, availability and lower costs; marketing and content operations require a similar transformation to meet today’s requirements.
To resolve new content operations challenges companies must embrace a different, more strategic and leveraged content operations model.
We’ve seen this work with an approach based on a content supply chain process. This approach both meets and optimizes new content criteria. It’s the best way to meet the “right time, right content, right channel” rhetoric of how to drive B2B top level business objectives with content.