Many B2B marketers work in an environment where a lot of knowledge is available. Think of the product management, R&D, customer service department: all departments are staffd by colleagues with relevant knowledge. Why is it that so little of this knowledge is usd for marketing? Or is that not the case?
Map the content
In B2B marketing you can no longer get away without getting starte with providing content, showing what you know, sharing knowldge and information. I discuss this in detail in a Investors Email Address previous blog post about content marketing . I will now assume that you have researchd who your target group is and what your target group is looking for: that is the first step towards a content marketing strategy. Then comes the second step and that is mapping the content that you could develop. Now it turns out that if you sit down for a while and talk to colleagues about possibilities, it is not that difficult to determine topics.
Step-by-step plan for good content
After mapping out the content, things often get stuck. What is that? We don’t make time to create content or focus on the topics we want to put on the map. How can you develop good content? And how do you use knowledge that is already available in-house? In 5 steps:
- Involve colleagues with the knowledge in the preparations
It still happens too often that a marketing department develops concepts in an ivory tower. Why not have a brainstorm with the product managers, account managers and product developers? You can be inspire by new ideas and you also generate enthusiasm among these colleagues. They see that you are using their expertise.
- Invite the customer into your ivory tower
You can also see a customer or business partner as an extension of your company. They often appear willing to think along about topics, solutions and actions, and they like it when you ask them: “If you were in my shoes, what would you do?”
- Map out expertise
If the topics you want to put in the spotlight are clear, make a list of possible people who can help with the creation. Who is fit to write? Who is a good talker? Who is suitable to be interviewe? Who is film genius and can we film? Who can give good explanations and enthusiasm online?
- Take control
Now it’s just a matter of taking control and investing time in the production. Just like a director of a play, directing is all about keeping an overview, persevering, not letting you get upset, motivating, enthusing and – let’s keep it practical – producing. Although you can also outsource the production part, just like with a play . Ideally, you keep control in-house.
- Promote the content and share the success
Of course content is of no use if you don’t promote it. Promoting this can be done in all kinds of ways: via white papers, articles, webinars , using social media and also traditional means . Now it is very important that everyone who has contributd also feels that his / her contribution is leading somewhere. Make sure that people see what the final result is (with updates via mail or intranet) or call people again to share the results and success with them. This shows that you managd it as a team. On to the next campaign!