This document provides a guide for marketers on curating and distributing B2B content to sales teams using mobile devices. It discusses the need for content curation to organize marketing assets and target them to field sales. It covers performing a content audit, adding metadata to content to improve discoverability, and better distributing curated content to sales teams on mobile. The goal is to arm sales with the right content to help close opportunities by bridging the gap between marketing content production and sales.
Content Marketing Tools: A Marketer’s GuideAmit Singh
In the slides you will see:
- What you should look for in a content marketing solution
- What trends are driving the adoption of content marketing tools
- About the capabilities provide
- Recommended steps to making an informed purchase for a suitable content management tool
Who could be benefited from this:
- Internet marketers and agencies doing their due diligence in selecting a content marketing solution for large and enterprise level organizations
- Analysts and vendors looking for current intelligence about this dynamic marketplace
- Anyone who needs to be up to speed on the key players and major trends in the market for content marketing tools
Every retailer has a database of products for sale, commonly referred to as a product catalog. Not every retailer, however, is using their product catalog to the fullest extent possible to maximize their retail PPC (pay-per-click) campaigns.
Why it’s necessary to manage content
Three content stories
What is a content strategy, and why do you need one?
Anatomy of an effective content strategy
What to include in a content strategy
Making your content strategy work
Creating a successful publishing process
Everything you’ve always wanted to know about CMSs
Myths about content management
Connecting your content strategy and your CMS
In pursuit of answers to these questions, Demand Metric and Seismic partnered on research to get a set of benchmark data to guide content personalization efforts.
[Webinar] Winning Marketing and Sales AlignmentKapost
Watch the webinar: http://resources.kapost.com/winning-marketing-sales-alignment-webinar.html
Sales and marketing have the same goal: Both teams want to drive revenue by attracting and retaining happy, high-quality customers.
But getting everyone on the same page is harder than it looks. All too often, teams end up going it alone, working in silos and wasting huge amounts of time on repetitive, unnecessary projects that don't provide the needed return on investment.
It doesn't have to be this way.
Cameron Caswell, Brand and Marketing Sr. Manager at Synopsys, recognized that sales enablement would benefit her content team just as much as it would benefit her organization's salespeople. Cameron's success story is all the proof we need that alignment is a prerequisite for the future of great marketing.
Content Marketing Tools: A Marketer’s GuideAmit Singh
In the slides you will see:
- What you should look for in a content marketing solution
- What trends are driving the adoption of content marketing tools
- About the capabilities provide
- Recommended steps to making an informed purchase for a suitable content management tool
Who could be benefited from this:
- Internet marketers and agencies doing their due diligence in selecting a content marketing solution for large and enterprise level organizations
- Analysts and vendors looking for current intelligence about this dynamic marketplace
- Anyone who needs to be up to speed on the key players and major trends in the market for content marketing tools
Every retailer has a database of products for sale, commonly referred to as a product catalog. Not every retailer, however, is using their product catalog to the fullest extent possible to maximize their retail PPC (pay-per-click) campaigns.
Why it’s necessary to manage content
Three content stories
What is a content strategy, and why do you need one?
Anatomy of an effective content strategy
What to include in a content strategy
Making your content strategy work
Creating a successful publishing process
Everything you’ve always wanted to know about CMSs
Myths about content management
Connecting your content strategy and your CMS
In pursuit of answers to these questions, Demand Metric and Seismic partnered on research to get a set of benchmark data to guide content personalization efforts.
[Webinar] Winning Marketing and Sales AlignmentKapost
Watch the webinar: http://resources.kapost.com/winning-marketing-sales-alignment-webinar.html
Sales and marketing have the same goal: Both teams want to drive revenue by attracting and retaining happy, high-quality customers.
But getting everyone on the same page is harder than it looks. All too often, teams end up going it alone, working in silos and wasting huge amounts of time on repetitive, unnecessary projects that don't provide the needed return on investment.
It doesn't have to be this way.
Cameron Caswell, Brand and Marketing Sr. Manager at Synopsys, recognized that sales enablement would benefit her content team just as much as it would benefit her organization's salespeople. Cameron's success story is all the proof we need that alignment is a prerequisite for the future of great marketing.
Six Steps to Building a Content StrategyErin Norvell
Wondering if your content is effective? Struggling to coordinate content across various teams in your organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information and templates.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
Content marketing is an important marketing strategy for B2B and B2C companies. Marketing Communications expert Casey Knox provides five memorable content marketing tactics.
Webinar: LinkedIn Marketing Solutions Overview for AgenciesLinkedIn
Discover how you can leverage the latest solutions from LinkedIn to help your clients reach, nurture and acquire prospects.
LinkedIn Agency Lead Ryan Wilson will share how agencies can take full advantage of the LinkedIn Marketing Solutions portfolio and help their clients reach, nurture and acquire more customers using the only professional platform built to impact every stage of the marketing funnel.
Six Steps for Building a Government Content StrategyErin Norvell
Do you work in a large government agency and wonder if your content is effective? Are you struggling to coordinate content across various levels of the organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information.
Adapted from an earlier cross-industry version, this edition was specifically created for government agencies. The steps are divided into work to be completed by the global brand (leadership level), by the subunits (topic-specific groups), or through a collaborative effort between both groups.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
This report provides practical advice for understanding the value of podcasting, learning best practices, and getting prepared to develop and launch a successful podcast program.
Watch webinar on-demand: http://resources.kapost.com/marketing-distribution-channels-webinar.html?kui=z-VRD7CtIeNK00ncvnjBaA
In a world of video, interactive content, and myriad social networks, simply producing enough content to keep up with consumer demand can feel overwhelming.
In this webinar, we consulted top marketers from Vidyard, Uberflip, and Content4Demand to learn how embracing new channels and content types can improve B2B marketing efforts. Together, they discuss the importance of video, customer-centricity, and sales enablement.
Discover how to create relationships. build advocacy and improve loyalty in your customer base using IBM Cognos Consumer Insight for social media analytics.
Augment your social media approach using up to date strategies. Social media strategic plans in a 2014 world call for new tactical approaches; here's some good foundational starting points.
This article explores ways to use data to make marketing decisions: creating campaigns to focus your efforts, selecting your communications channels and measuring success. Published in the 2018 International Legal Marketing Technology White Paper, September, 2018.
B2B Lead Generation - the content that will work for youB2B Marketing
Content and lead generation should be the closest of bedfellows, yet recent research discovered that very few UK B2B marketers have a content marketing strategy, let alone one that considers its role in lead generation. This session will outline the strategies that you can employ to improve your content, assets and email lead generation campaigns.
Key points to be discussed:
• Current B2B lead generation and content marketing trends
• How to design the perfect content strategy for lead generation
• What content works for email lead generation (and why)
• 7 golden rules for asset download (and the 7 things that will doom your campaign)
Report content marketing performanceContent Marketing Performance: A Framewor...Rebecca Lieb
Despite a surge in adoption of content marketing and of organizational content strategy, measuring the impact of content on the business is complex and fraught with strategic, organizational and tool challenges. Because the content and analytics markets are still fairly nascent, there are few to no standards that adequately capture the impact of content on the business, whether from a reputation, revenue, operational or brand perspective.
Content strategists and digital marketers struggle to select the right metrics and frequently opt for measuring volume rather than impact when impact metrics are too complex to measure, or the required data or tools are not available.
This report lays out a framework for measuring the impact of content across the business, and includes a set of case studies and recommended metrics to enable content strategists to approach measurement at the outset, rather than at the conclusion, of their content development initiatives.
Big Data Intelligence for Exceptional Engagement PerformanceInfini Graph
InfiniGraph is a cloud-based big data analytics platform that gives brands greater insight and competitive advantages in their date-driving marketing, customer engagement and e-commerce. InfiniGraph has “weaponized” the content calendar for marketers and can be described as a Buzzfeed for brands leverage the Content Hub to increase engagement performance. This is accomplished by analyzing and curating massive social media content (e.g., Facebook, Twitter, Instagram, YouTube etc.) and correlating it to meaningful industry, brand and consumer trends. InfiniGraph’s approach is radically different: using crowd-sourcing social intent and behavior (based on content interaction), it has organized a per-industry structure. This organization drives context, enabling the measurement of trends on over 250,000 brand sites, looking at trillions of consumer actions. See the Content Hubs in action here http://bit.ly/Content_Hub
The Definitive Guide to Content Analytics.pdfHeyEmbedMe
Content is the backbone of marketing departments across
the globe.
Unsurprisingly, buyers want to engage with organizations in a way that doesn’t strictly feel like
selling, and content is one of the best tools for learning about their industries, the challenges
they face, and new developments within their fields. Implementing a content strategy is an
effective way to do just that—while also proving an organization’s value.
Not only does great content leave buyers feeling fuzzy and warm, it makes sense from an
investment standpoint as well. Demand Metric has found that content activities cost 62%
less than other traditional efforts. Content doesn’t just cost less than other activities,
it provides more for the investment. The same report found “[per] dollar spent, content
generates approximately 3 times as many leads as traditional marketing.” Spending less AND
getting more for that money is what CEO catnip is made of.
Six Steps to Building a Content StrategyErin Norvell
Wondering if your content is effective? Struggling to coordinate content across various teams in your organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information and templates.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
Content marketing is an important marketing strategy for B2B and B2C companies. Marketing Communications expert Casey Knox provides five memorable content marketing tactics.
Webinar: LinkedIn Marketing Solutions Overview for AgenciesLinkedIn
Discover how you can leverage the latest solutions from LinkedIn to help your clients reach, nurture and acquire prospects.
LinkedIn Agency Lead Ryan Wilson will share how agencies can take full advantage of the LinkedIn Marketing Solutions portfolio and help their clients reach, nurture and acquire more customers using the only professional platform built to impact every stage of the marketing funnel.
Six Steps for Building a Government Content StrategyErin Norvell
Do you work in a large government agency and wonder if your content is effective? Are you struggling to coordinate content across various levels of the organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information.
Adapted from an earlier cross-industry version, this edition was specifically created for government agencies. The steps are divided into work to be completed by the global brand (leadership level), by the subunits (topic-specific groups), or through a collaborative effort between both groups.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
This report provides practical advice for understanding the value of podcasting, learning best practices, and getting prepared to develop and launch a successful podcast program.
Watch webinar on-demand: http://resources.kapost.com/marketing-distribution-channels-webinar.html?kui=z-VRD7CtIeNK00ncvnjBaA
In a world of video, interactive content, and myriad social networks, simply producing enough content to keep up with consumer demand can feel overwhelming.
In this webinar, we consulted top marketers from Vidyard, Uberflip, and Content4Demand to learn how embracing new channels and content types can improve B2B marketing efforts. Together, they discuss the importance of video, customer-centricity, and sales enablement.
Discover how to create relationships. build advocacy and improve loyalty in your customer base using IBM Cognos Consumer Insight for social media analytics.
Augment your social media approach using up to date strategies. Social media strategic plans in a 2014 world call for new tactical approaches; here's some good foundational starting points.
This article explores ways to use data to make marketing decisions: creating campaigns to focus your efforts, selecting your communications channels and measuring success. Published in the 2018 International Legal Marketing Technology White Paper, September, 2018.
B2B Lead Generation - the content that will work for youB2B Marketing
Content and lead generation should be the closest of bedfellows, yet recent research discovered that very few UK B2B marketers have a content marketing strategy, let alone one that considers its role in lead generation. This session will outline the strategies that you can employ to improve your content, assets and email lead generation campaigns.
Key points to be discussed:
• Current B2B lead generation and content marketing trends
• How to design the perfect content strategy for lead generation
• What content works for email lead generation (and why)
• 7 golden rules for asset download (and the 7 things that will doom your campaign)
Report content marketing performanceContent Marketing Performance: A Framewor...Rebecca Lieb
Despite a surge in adoption of content marketing and of organizational content strategy, measuring the impact of content on the business is complex and fraught with strategic, organizational and tool challenges. Because the content and analytics markets are still fairly nascent, there are few to no standards that adequately capture the impact of content on the business, whether from a reputation, revenue, operational or brand perspective.
Content strategists and digital marketers struggle to select the right metrics and frequently opt for measuring volume rather than impact when impact metrics are too complex to measure, or the required data or tools are not available.
This report lays out a framework for measuring the impact of content across the business, and includes a set of case studies and recommended metrics to enable content strategists to approach measurement at the outset, rather than at the conclusion, of their content development initiatives.
Big Data Intelligence for Exceptional Engagement PerformanceInfini Graph
InfiniGraph is a cloud-based big data analytics platform that gives brands greater insight and competitive advantages in their date-driving marketing, customer engagement and e-commerce. InfiniGraph has “weaponized” the content calendar for marketers and can be described as a Buzzfeed for brands leverage the Content Hub to increase engagement performance. This is accomplished by analyzing and curating massive social media content (e.g., Facebook, Twitter, Instagram, YouTube etc.) and correlating it to meaningful industry, brand and consumer trends. InfiniGraph’s approach is radically different: using crowd-sourcing social intent and behavior (based on content interaction), it has organized a per-industry structure. This organization drives context, enabling the measurement of trends on over 250,000 brand sites, looking at trillions of consumer actions. See the Content Hubs in action here http://bit.ly/Content_Hub
The Definitive Guide to Content Analytics.pdfHeyEmbedMe
Content is the backbone of marketing departments across
the globe.
Unsurprisingly, buyers want to engage with organizations in a way that doesn’t strictly feel like
selling, and content is one of the best tools for learning about their industries, the challenges
they face, and new developments within their fields. Implementing a content strategy is an
effective way to do just that—while also proving an organization’s value.
Not only does great content leave buyers feeling fuzzy and warm, it makes sense from an
investment standpoint as well. Demand Metric has found that content activities cost 62%
less than other traditional efforts. Content doesn’t just cost less than other activities,
it provides more for the investment. The same report found “[per] dollar spent, content
generates approximately 3 times as many leads as traditional marketing.” Spending less AND
getting more for that money is what CEO catnip is made of.
Optimizing Asset Management for Sales Success How-To GuideDemand Metric
Executive Summary
Asset Management has historically been seen as a marketing and branding function. This technology is used to deliver materials to sales but is not within the sales teams’ direct control or influence. Today, as more organizations focus on marketing and sales alignment, many tools and technologies that were once managed exclusively by marketing have become shared marketing and sales functions.
Despite this alignment progress on many fronts, Asset Management has tended to remain squarely in the hands of marketing. Demand Metric believes that marketing organizations that retain control are missing an opportunity to use Asset Management to its fullest capability.
The purpose of this How-To Guide is to provide Modern Marketers with a clear understanding of how to effectively use Asset Management Systems as a Sales Enablement tool.
This 6-page guide includes the following sections:
What is Asset Management?
The Sales Benefits of Asset Management
Asset Management & Marketing Automation
Asset Management Vendor Selection Criteria
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
About the Sponsor
Mindmatrix is a cutting-edge marketing automation and sales enablement company. Our platform incorporates all the functions and metrics essential to your sales and marketing departments into a single software package.
Mindmatrix’s marketing automation platform will help you generate leads, cultivate interest and excitement about your organization, and ultimately… close sales. From the initial contact with a potential customer all the way through to their first purchase, and beyond, we have your sales and marketing teams covered.
Commerceblend helps you to scale up your personalization. Create a personalized web experience for customers become more and more important to increase engagement rate and conversion rate with us.
The production and management of large volumes of content is fast becoming an expected part of a marketers role. This paper highlights the importance of having the right foundations in place, like a digital asset management solution, to ensure your content marketing succeeds.
Selling Content Marketing Software to the C-SuiteCompendium
Selling Content Marketing Software up to the C-Suite can be a challenge for a number of different reasons. Our latest 8 page guide aims to solve that problem by providing you with what each person in the C-Suite is worried about and specific examples of how to speak to each person.
This presentation provides a simple 6 step content marketing framework to help businesses plan the content they need to provide customers online in order to transform their use of fast broadband internet and achieve faster business growth.
The Superfast Broadband Business Support Programme is led by Peninsula Enterprise and delivered with consortium partners Business West and Wessex Enterprise on behalf of the Department for Communities and Local Government (DCLG) and Local Authorities.
This is an ERDF Competitiveness funded programme worth £6m and runs from April 2012 to March 2015.
The service is dedicated to helping businesses maximise the opportunities of Superfast Broadband (SFBB) and associated technologies.
The aim of the program is to transform the way businesses in rural areas use a faster internet connection by offering information and business support to open up the opportunities made possible by more effective working practices, accessing new markets and greatly improving productivity.
The program offers top value one-to-one specialist expertise and access to training and advice.
Prepare for Marketing Automation: 5 Tips to Maximize ROIG3 Communications
View this webinar on-demand at: http://dg-r.co/AutomatedROI
Getting started with marketing automation may seem complicated, but with a little preparation, you’ll see results right away. In fact, 44% of companies achieve a positive ROI within only six months - with a 28% average overall return.
This quick start crash course will give you a 5-step strategy to prepare your organization for adopting marketing automation and help you accelerate your return on investment.
In this webinar, you'll learn:
The three “Must Dos” to get started;
Setting up your pilot lead management program;
Core competencies your team will need;
The 5-step process for creating your first automated program; and
Optimizing and maximizing results with metrics that matter.
Content marketing is the process of planning, creating, sharing, and publishing the content through channels such as social media, blogs, websites, podcasts, apps, print publications, and more. The goal is to reach your target audience and increase brand awareness, sales, engagement, and loyalty.
Our Content Marketing Solution Study presents the insights, landscape and vendors within the content marketing space. Demand Metric defines content marketing as the strategies, processes and software technology that enable marketing departments to automate, measure and improve the performance of marketing strategies, activities and workflows.
These strategies and activities include: Email Marketing, Multi-channel Campaign Management, Inbound/Search Marketing, Landing Pages, Lead Generation, Lead Management, Lead Scoring, Lead Nurturing, Social Marketing, Marketing Resource Management, Event Management, Engagement Marketing and Marketing Analytics.
The three foundation functions of marketing automation systems are – email marketing, campaign management and lead management. While the most advanced and sophisticated marketing automation systems have extending capabilities far beyond this base, these functions are core to a Marketing Automation system.
This study covers the following sections:
- Executive Summary
- What is Content Marketing?
- Benefits of Content Marketing
- Content Marketing Deployment Lifecycle
- Vendor Selection Criteria
- Content Marketing Solutions Landscape
- Content Marketing Maturity Model
- Action Plan
- Analyst Bottom Line
- About the Research Analysts
- Our Solution Study Methodology
- About Demand Metric
To obtain this document, visit us at http://www.demandmetric.com/register
Content marketing analytics: what you should really be doingDaniel Smulevich
My presentation from Digital Marketing Show 2014. #DMSLDN
A journey through web analytics processes, from setting up KPIs to integrating data sources and automating reports.
Similar to The B2B Content Curation and Distribution Workbook v2 - Reduced (1) (20)
2. There has been a vast amount of justified
buzz around “content marketing” over
the past few years.
Marketing teams are rushing to create content
to steer information-led buyers towards their
tools and services.
Those teams have been vastly successful
as the production and distribution of
content has become increasingly simple
and commoditized, thanks to the web and
marketing automation.
Teams have been measured by production
and lead generation but have left a void in
the final mile of content distribution for the
enterprise -- arming the field sales team with
an easily available and refined set of content
as they work to close opportunities.
This guide is provided as an introduction
for marketers trying to deal with a volume
of marketing assets though curation - and
how to target and distribute that information
across field sales (be they internal sales teams
or channel partners) using mobile devices.
We’ll cover the following topics:
1. The Content Effect
2. Why Curation Counts
3. The Audit You Want
4. Getting Meta
5. Better (Mobile) Distribution
Let’s get started.
Introduction
3. We have reached a watershed moment
in content marketing.
Marketing organizations have reorganized
around content production over the last few
years and with that have unprecedented
access to tools and publishing mechanisms.
This has made marketing efficient and
organized in terms of content production.
Key Content Marketing Stats*
But with this success, there is a new set of
challenges.Howcanmarketersmakeiteasyfor
sales channels to find the right content to help
the sales cycle? How can the content gap be
better bridged as an opportunity is converted
from a qualified lead? How can marketing
provide this in a concise and accessible way,
reducing the effort and overhead for sales?
Typically sales team members lean on known
content and have little time to search through
multiple repositories, for the latest and
greatest information. It’s overwhelming.
Forrester recently reported data from Cisco
Systems. With over twenty million pieces of
content (3 million new assets in 3 months)
and 165 case studies for one product alone,
it highlights the issue facing the management
and discovery of all of these assets.
AstheIMNresearch(right)suggests,marketers
believe their goal through content marketing is
lead generation. Yet for enterprise, marketing
needs to evolve and steer opportunities
through the pipeline using these resources.
And the way to do that, is to arm sales with a
rich set of targeted and up-to-date assets.
This means marketers are facing the task
of managing their library so that it can be
categorized, filtered and pushed based
on sales opportunities. Through this effort
they can further enable personalization and
predictive consumption across all access
methods.
This results in additional value being driven
from each content asset, on an ongoing basis,
so it has a continued influence on conversion
and closed sales.
.
Primary Goal of Content Marketers ^
TheContentEffect
* Source: MarketingProfs - marketingprofs.com/charts/2013/11759/2014-b2b-content-marketing-benchmarks-budgets-and-trends
^ Source IMN Research - ‘2013 Content Marketing Survey Report’
4. You need to be a “Content Jockey” -- a
front-line aggregator of the vast array of
available content for your team.
cu·rate [n. kyoor-it; v. kyoo-reyt, kyoor-eyt]
to select, organize, and present (suitable content,
typically for online or computational use)
It is estimated that up to 90 percent of
marketing teams are creating content that
is not being discovered by sales teams or
customers*. That’s your effort going to waste.
This is because most content marketing assets
are dispersed across many places within an
organization (file servers, intranets, cloud
storage) and promoted via bulging inboxes.
A curation process (in terms of selection,
organization and distribution) enables
marketers to help sales teams discover
appropriate and targeted material that may
be useful to their needs in a much more
proactive and relevant way.
To do this, content needs to be organized and
structured to drive relevance. There are few
systems that have been built that can offer the
granular support needed to do this well.
Any system must offer marketers the ability to:
1. Add an asset
2. Apply meta-data to an asset
3. Retire an asset
These key actions improve relevance through
a publishing cycle that includes categorization
and descriptive information, which can be
applied in various ways to aid discovery.
In addition, not all content assets are static
like PDF documents, white papers, eBooks or
info-graphics. We live in a world of real time
information, and as such, it is also essential to
curate and centralize access to those sources
of content too.
These may include:
1. Company news and information
published via your web-CMS or blog
2. Intranet and cloud-based information
such as corporate presentations
3. Event information
4. Training materials
5. Social posts that provide up-to-the-
minute news and information
Curating all of this information from the same
convenient location can offer a manageable
way to extend relevance for your audiences.
This will not only help promote research and
discovery, but it will also allow teams to better
manage content as its library grows.
Understanding the benefits of a centralized
curation strategy and its impact on distribution
and discovery will become even more evident
after you perform a content audit.
WhyCurationCounts
* Source: Corporate Visions, Inc.
5. When putting a curation system in place,
stepping back and performing an audit
will help you with content organization.
This section is provided to offer some tools
to start your audit process. It is intended to
ensure that all of the content you produce is
under your control, and meets a basic criteria
to be useful to your organization and your
audience.
It is split up into four key areas of information
that need to be understood for each piece
of content, as part of any content marketing
audit.
1. Core Content Information
a. Where is your content stored?
b. What is its title?
c. What is the intended call to action?
d. What channels used for distribution?
e. Who is the buyer role(s)?
f. What is the expiration of the content?
2. Content Organization and Process
a. Is this content mapped against a
buyer journey?
b. How is this content aligned to buyer
personas you use?
c. Who owns this content, from an
editorial point of view?
d. Does this content map to an existing
library of keywords and tags?
3. Messaging
a. Has the content piece expressed a
unique vision for a target persona?
b. Is the “message” clearly articulated?
c. Does the message align to other
content pieces?
d. Is one target-role or audience clearly
being addressed?
e. Can the content piece be used in
more than one buyer journey stage?
f. Is there a “call to action for the
reader?
4. Effectiveness
a. Is the content piece being used by
your audience(s)?
b. Is the content piece being
recommended/distributed by Sales?
c. Is the content piece improving
revenue velocity or conversion rates?
d. Do you know how the content piece
performs by content channel?
By refining your content based on testing
against an organized process of business and
marketing needs, you will improve the quality
and relevance of content so it has a better
impact on your business. It will also enable
you hone your content marketing process
to ensure that every new piece of content
matches this criteria and can be measured
more effectively.
TheAuditYouWant
6. Managing and organizing information
about each piece of content will improve
its discoverability and effectiveness.
While 49 percent of B2B marketers have a
documented content marketing strategy†,
almost all marketers have an issue with the
organizationandmanagementofthatcontent.
With so much content available, the best way
to drive use, search, and discovery for each
piece of content is to create meta-data for it.
This means that for each piece of content you
produce, there should be a supporting piece
of content that describes it and how it should
be used. While it may be dry to implement,
this is critical for its success during its lifespan.
Meta-data may include:
Descriptive Name
Short Name
Description
Author
Tags
Categories
Asset Type (PDF, PPT, GIF, ...)
Publish Date
Retire Date
Asset Thumbnail
Link to Asset (short link to asset)
In addition, all content should have the
following fields applied for internal use:
Intended Audience
Intended Buyer Stage
Intended Next Step / Call To Action
A sophisticated management system that
allows for the creation of structured meta-
data for each content asset should act as
a structured way to discover, query, and
promote content.
This may be as simple as offering content
based on a category of interest or vertical
market, or as complex as allowing the meta-
data to be used with predictive analytics to
promote other content.
At a minimum, a standard document should
be created that can be stored alongside each
asset which contains defined fields outlining
how to use that piece of content. Even if this is
only used for internal organization and access,
it will provide a better process for teams to
ensure the correct asset is being used at the
correct time.
GettingMeta
†Source: CMI - http://contentmarketinginstitute.com/2013/10/2014-b2b-content-marketing-research
7. With your content organized and
structured with descriptive meta-data,
you need to push it out to sales channels
and promote its use more effectively.
If you want to drive the use of content by your
organization, you have to take one thing away
from this eBook: you have to take the promotion
of your material out of the inbox.
Most companies either rely on an email to
“all:sales” to drive people to assets, or to
updates to internal sites. They hope that
individuals will be proactive enough to read
and action that email and to manually check
the many sources of information available to
them.
This is ineffective. You need a new channel to
engage with your team to facilitate the use of
content to bring marketing and sales closer
together.
For many companies that means turning to
mobile devices. It’s an ideal environment for
the publishing of information to a ‘mobile’ and
geographically dispersed team.
The very nature of a mobile interface forces
a simpler way to convey curated content to
enable users to take action immediately.
Rather than seeing an email then forgetting to
come back to it later (via a VPN connection),
individuals can be altered (by email or a push
notification) and be able to review and use
material instantly.
There are some things that a mobile sales app
must provide to be successful:
A Branded Experience
Secure Access
Push Notification Support
Multi-format Support
Presentation Mode
Offline Availability
Integrated into existing systems, like CRM
But the mobile experience should not stop
there. Once in a face-to-face meeting, a sales
person should be able to follow up with buyers
in real time too.
That means that an application should allow
many pieces of content to be bundled and
shared from device – straight to the buyer.
Upon receipt, they should be able to open the
link, view it however they access it.
This means, whatever drives your app needs
to offer:
Tracking
Packaging
Sharing
Multi-Channel Access
This may all seem like a brave new world, but
tools are currently on the market place that will
enable you to offer this kind of functionality.
Better(Mobile)Distribution
8. Summary
Blatant pitch...
Genwi has been in the thick of mobile
content distribution for years. For help with
a strategy to put your information in the
hands of those who need it, talk to us:
http://genwi.com
+1-650-290-7176
info@genwi.com
@genwi
So what are you waiting for?
How you address curation and distribution
toyoursaleschannelsisanimportantstepin
a closed loop sales and marketing strategy.
Following these key elements will ensure a
more effective process for your marketing
team and will result in better selling,
engaged buyers, and more revenue for your
business.