article | March 1, 2015
How to Produce High Quality B2B Marketing Content in Volume
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:
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.
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