Marketing_Content

 

 

Content Marketing has gone from a nice-to-have to a must-have for B2B marketers.

 

Yet, you don’t have the budget to produce high quality marketing content.  Your small staff is already overworked, and are not professional writers. 

 

But, the content requests coming from sales are many, and increasing. 

 

You need to run more campaigns to fill the funnel with leads.  And your existing campaigns need to perform better.

 

This creates the need for you to produce high quality content in volume.

 

But with no budget, and no writing staff, what do you do?

 

Build a Content Marketing Process Work Flow

Marketing leaders without an effective content marketing process work flow rely on heroic efforts that are not repeatable.  They celebrate the publishing of a piece, and breathe a sigh of relief, only to be met with another request. And another. And another.   

 

Here is why this approach is problematic:

 

  • Content requests keep coming.
  • Non-repeatable heroic activities place an unsustainable workload on the marketing staff resulting in poor quality.
  • The better you do, the more they will want.

 

The bottom line: you need a process. 

 

Ready to produce highly relevant content in volume?

 

Just follow our eight-step content marketing process work flow.

 

Step 1: Content Planning

Build a campaign schedule. This includes a target audience, time line, media mix, channels, content topics, internal sources (subject matter experts), and publication dates.

 

Deliverable: Editorial Calendar

 

Step 2: Asset Planning

Create a production schedule.  This converts the topics on the editorial calendar into specifics: what type of content to be produced (infographic, white paper, etc.), which tasks need to be completed to produce it (writing, photography, editing, etc.), and by when.

 

Deliverable: Production Schedule

 

Step 3: Check for Existing Content 

Develop, and reference, a content audit.  Most organizations have lots of content already produced but are not leveraging it effectively.  Organize your content by type, buyer persona, and buyer’s journey phase. Prior to producing new content, see if you can use what you already have.

 

Deliverable: Content Audit

 

Step 4: Assign Content Producer

Assign the piece to a content producer/writer.  This can be an internal resource, or an external freelancer.  This includes a description of the piece, its marketing objective, the name of the internal subject matter expert and how to get access to them, and time lines.

 

Deliverable: Project Plan

 

Step 5: Interview

The content producer/writer interviews the subject matter expert(s). This captures the “technical expertise” needed to draw out the points of differentiation and develops a point of view on the subject.  In addition, this collects quotes, facts, figures and reference material for further research if needed.

 

Deliverable: First Draft

 

Step 6: Edit

The rough draft needs to be checked for tone, style, keywords, persona relevance, buyer journey stage applicability, technical accuracy, and brand consistency.

 

Deliverable: Final Draft

 

Step 7: Approval

The final piece is submitted to corporate communications and legal for approval.  This insures, prior to publication, the content does not create any unforeseen problems.

 

Deliverable: Approved Draft

 

Step 8: Publish

Insert the piece into the designated campaign, and publish through the pre-selected channels. Measure campaign effectiveness, and iterate process based on closed loop analytics.

 

Deliverable: Live Marketing Campaign

 

The bottom line: you will need to produce highly relevant content, in high volume, in perpetuity.  This will require a content marketing process work flow, and SBI’s eight step process is a template to start with. 

 

Check Out These Additional Content Marketing Resources

The SBI Podcast – hear directly from your peers how they built content marketing process work flows.

 

The SBI Magazine – read case studies written with your peers which outline how they have built content marketing process work flows.

ABOUT THE AUTHOR

Greg Alexander

Leads the firm's focus on the CEO’s role in accelerating revenue growth by getting the product team, the marketing department, and the sales organization into strategic alignment.
Learn more about Greg Alexander >

Greg is the host of The SBI Podcast, the most listened to sales and marketing podcast on the internet.

 

He is the host of SBI TV, a monthly television program broadcast on the internet featuring top B2B sales and marketing leader sharing their strategies to grow revenues.

 

Greg is the Editor-in-Chief of The SBI Magazine, the leading B2B publication focused on sales and marketing effectiveness.

 

He is the author of two critically acclaimed books Topgrading for Sales and Making the Number.

 

Greg has authored over 100 articles on SBI’s award winning blog, The SBI Blog.

 

He graduated from The University of Massachusetts Amherst with a BA in English and received his MBA from Georgia Tech.

 

Video:

 

Transforming the Sales Organization inside Fortune 500 Companies

Greg Alexander and John Gleason, Chief Sales Officer of Ryder, talk about the unique challenges of transforming a sales team inside of very large enterprises.

 

A Better Way to Structure Your Sales Force

Greg Alexander and Tony Capucille, Chief Sales Officer at Heartland Payment Systems, discuss the pros and cons of the 7 B2B sales organizational models.

 

Build a team of A Players Inside the Sales Organization

Greg Alexander and Todd Cione, Chief Revenue Officer at Rackspace, talk about hiring, onboarding, and developing exceptional sales talent.

 

Articles

 

Fill Every Role on Your Team with an A Player

In this article, Greg Alexander makes the case for applying the TopGrading methodology to the sales team, and outlines how to do so.

 

What CEOs Need to Know About Their Marketing Strategies

In this article, Greg Alexander and Rashid Skaf, CEO of AMX, discuss the role the CEO plays in crafting a company’s marketing strategy.

 

What CEOs are Looking for in a Sales Leader

In this article, Greg Alexander and George Norton, leader of Heidrick & Struggles Chief Sales Officer practice, discuss what CEOs need in the chief sales officer role.

Read full bio >