The document summarizes a discussion from the #ATOMICCHAT about common problems with B2B content marketing strategies. Specifically, it notes that many organizations treat content as a tactic rather than a central strategy, they produce content in silos for each channel rather than taking a unified approach, and they do not properly track content performance for buyer personas and sales stages. As a result, much B2B content goes unused, representing millions of dollars wasted. The discussion advocates organizing content strategies around buyer personas and sales stages and properly measuring how content influences the buyer journey.

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#ATOMICCHAT
August 4, 2014
Coming Clean About B2B
Content Marketing Strategies
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What is the first problem with organizations
and their content marketing “strategies”?
What shift are we not moving fast
enough to keep pace with?
What is wrong with the investments we
are making with channels and tech?
Why can’t we tell the difference between
perceived gaps and actual gaps?
How can we better track and
measure our content?
@Noyesjesse@Atomic_reach
special guest:Hosted By:
Diana Wolff @di_wo
The quote marks say it all - there’s a lack of strategy. More a throw-it-on-the-wall-for-all.
#atomicchat
Jesse Noyes @noyesjesse
Also, it’s treating content as a tactic. It’s not. It’s the fuel that feeds all other tactics. #atomicchat
Jesse Noyes @noyesjesse
Whether it’s email, search, social...people seek out content, so it needs to be the center of your
strategy. #atomicchat
Jesse Noyes @noyesjesse
That’s where sales stages & buyer personas come in. #atomicchat
Jesse Noyes @noyesjesse
Honestly, producing buyer-centric, rather than product-centric, content. #atomicchat
Jesse Noyes @noyesjesse
Also, we still produce content in silos to fill up a channel or program. Content marketing needs
to be unified. #atomicchat
Jesse Noyes @noyesjesse
Historically, we’ve organized around channels and technologies, not around the content we
distribute through them. #atomicchat
Jesse Noyes @noyesjesse
Because we don’t track the content we create for personas & sales stages. #atomicchat
Jesse Noyes @noyesjesse
If you want to know how much (or what quality of) content you have for a specific buyer or
stage, you have to track it. #atomicchat
Jesse Noyes @noyesjesse
When content isn’t created with a buyer persona & sales stage in mind, it’s poorly deployed.
#atomicchat
Jesse Noyes @noyesjesse
First, start making sure content is identified by persona & sales stage. #atomicchat
Jesse Noyes @noyesjesse
Also, track how it influences the buyer’s journey from stage to stage, not just at the top.
#atomicchat
Jesse Noyes @noyesjesse
We call this “content scoring”, & it’s designed to get at the true impact of content, not just shares
& traffic. #atomicchat
Amanda Tessier @amanda_tessier
We’re buying cheap content or investing in faulty practices. It’s going to take real work and effort
to increase revenue #AtomicChat
Amanda Tessier @amanda_tessier
Set realistic goals, a time frame, and use the data to make decisions. Now that’s smart
marketing. #AtomicChat
Jesse Noyes @noyesjesse
The result is poor messaging and lot of waste - millions of dollars, in fact. #atomicchat
Jesse Noyes @noyesjesse
It’s been estimated that 60-70% of B2B content goes unused. This creates “content landfills.”
#atomicchat
Jesse Noyes @noyesjesse
If we want these investments in channels and tech to succeed, we need to organize around the
content that fills them. #atomicchat
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