Today’s topic is content strategy and planning.  Joining us is Steve Keifer, the Vice President of Marketing at LeaseAccelerator, a fast-growth SaaS company in the corporate FinTech space.  LeaseAccelerator helps companies track and manage equipment leases through an enterprise SaaS environment. 

 

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 professional media publications, including analyst firms such as Forrester and Gartner. Buyers only have so much time to research a solution. The quality of your content must stand out from the large volume of media developed content. Steve describes the best approach to create great content with an internal content marketing team. 

 

If you need more help with your content strategy and planning, download our 10th annual workbook, How to Make Your Number in 2017.  Turn to page 190 of the PDF.  To request a workshop with SBI’s marketing practice leader simply sign up for a MySBI account and check the box in your preferences to request a workshop.

 

Where marketers struggle is in the production of quality content.  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 this team and the manpower involved in executing

 

During the show, he will respond to questions including:

 

  • Which customer and prospect audiences have you prioritized and why?
  • As a marketing leader, would you rather have more budget, or more data?
  • What information needs do these prioritized customers and prospects have?
  • What content have you developed and how does it help your business?
  • How should you develop your content marketing team to successfully execute your strategy?
  • How can you measure the effectiveness of your content marketing strategy?

     

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.  It’s the guide marketing leaders leverage to consistently contribute revenue growth, year after year, and is your ticket to a great 2017.

 

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 >