Executing a successful content marketing campaign is not easy in the B2B sector. But brands can overhaul their efforts by taking stock of their current setup and output, and making subtle changes to improve quality and establish a synergy between creative and the wider business.
- Improve content creation
Whether you are working with an agency or in-house, improving the method of content creation is crucial to overall success. The latest study from Content Marketing Institute (CMI) about the state of B2B marketing found that higher-quality and more efficient content was the single biggest factor in increasing success ahead of strategy and distribution channels. To put this into practice, make sure that your creative planning and production methods are capable of serving up relevant ideas and editorial-quality output in a cost-effective and time-efficient manner. If this is a problem, then consider increasing marketing budgets and outsourcing tasks to an experienced agency, or bringing in better talent.
- Streamline workflow
A big part of content strategy is workflow. The B2B study found that 70% of the best-performing marketers believe that their workflow is either very good or excellent. Bottlenecks in content creation can stop a marketing project in its tracks. To facilitate a smoother flow of work, develop a process where everyone understands the micro and macro aspect of creation and is able to collaborate and get their points across. FedEx Executive Drew Bailey added: “With your strategy and framework, you’re going to have gaps. My advice is to be patient. It’s not an overnight process, but you want to be consistent and persistent.”
- Realistic expectations but full commitment
Content marketing is a top priority for brands, but the good news is that the majority are becoming more realistic about what they can achieve and will gain from their campaigns. If you are struggling to define attainable goals for content, then consider a few factors such as the size of your enterprise, your available resources, the type of industry you are in and the audience you want to engage with, and how it ties into overall goals for the company.
Whatever you decide to do, make sure that you are fully committed to making it work. CMI’s research shows that committed marketers are more likely to achieve success. To get top level managers or c-suite execs on board, present a predictable ROI roadmap for content marketing. You can also provide regular case studies and success stories and metrics and reports that show how content can make a real, positive and lasting impact on the business.
