I get it: systematic, scalable content creation feels overwhelming.
Good news: when there isn’t much useful content you’ve created, you don’t need a plan or a system. Just brainstorm with sales to figure out what articles/videos or ppts will make the largest impact in the short run.
Once you have a library of 10-15 articles, you can start getting strategic about how to produce everything else.
Here is a good framework. Most folks agree that there are 3 pillars in B2B marketing:
1. demand generation – raising attention, interest and desire for your approach, your solutions primarily by educating the market.
2. branding – communicating your culture, values and purposefully creating customer experiences that makes people want to connect and do biz with you (and work for you)
3. account-based marketing – the process of selecting the largest accounts and having a systematic approach to sell to them.
The stones and cement of these three pillars is content.
When planning content, there are 3 levels of prospect awareness/readiness you need to cater for:
– top-of-funnel content for the unaware and problem-aware
– middle-of-the-funnel for the solution-aware
– bottom-of-the funnel for the product-aware
Overwhelming? It ain’t!
Catch epsiode 12 of the Electric B2B Show here: https://klearb2b.com/building-a-revenue-marketing-department-from-the-ground-up/
