Today’s show will demonstrate how to earn brand preference by satisfying the information needs of your target customers and prospects. To follow along, download our 10th annual workbook, How to Make Your Number in 2017. Flip to the marketing strategy section of the PDF and review the Content Strategy and Planning phase on pages 190 – 193.
Our guest today is Steve Keifer, the Vice President of Marketing at LeaseAccelerator, a fast-growth SaaS company. LeaseAccelerator helps companies manage and track equipment leases through an enterprise SaaS solution.
Content strategy and planning is about earning brand preference by satisfying the information needs of your target customers and prospects. Steve is an ideal guest to speak on the topic of content strategy. His marketing team has been successful attracting buyers and convincing them to solve an old problem in a new way.
Your B2B content team is competing with not just your head-to-head competitors, but also everything that competes for your prospect’s attention. Buyers only have so much time to research a solution. The quality of your content must stand out from the large volume of competing media and content. Steve describes the best approach to create great content with an internal content marketing team.
Watch as Steve describes a content factory approach where his team starts with interviewing subject matter experts. The SME’s are typically from professional services or product management and depth of knowledge that is valuable to a prospect. After the SME interview is the content marketing team’s engagement of writing the core content and determining the content types. The third and final step is with creative agencies who perform the layout and build-out of the content type.
Steve’s point of view is that you can’t just hire a legacy marketing writer. Content marketing teams are growing their own talent. Another solid approach is to hire a writer with a journalism background. The writer needs to have the skill-set to tell a story and drive action.
The process of development is described in-depth with the approach of developing a content schedule that serves as an inventory of ideas. From there Steve describes his production schedule, how he leverages a content audit and uses a buyer’s journey to overlay the content.
The audience may assume that LeaseAccelerator has a large marketing structure, but the team is a lean core team. Watch as Steve describes the size of his content marketing team and the manpower involved in executing.
Steve answers the provocative question about whether he would rather have more budget or more data. His answer may surprise you. It will definitely spur new thinking on how to mine and utilize data in your marketing.
Producing and distributing content for everyone means doing it for no one. For content marketing to generate revenue you must know exactly what your customers need, where they need it, how often they need it, and in what form they need to consume it. Miss any of these items and your content marketing efforts will fail to contribute to revenue growth in any meaningful way.
If you want to go deeper, download the How to Make Your Number in 2017 workbook. Review the Content Strategy and Planning phase on pages 190 – 193. If you would like to spend some time with me on this subject, come see me in Dallas at The Studio, SBI’s multimillion dollar, one-of-a-kind, state-of-the-art executive briefing center. A visit to The Studio increases the probability of making your number because the sessions are built on the proven strength and stability of SBI, the industry leader in B2B sales and marketing.