Everyone knows content is king, especially as it pertains to executing your B2B marketing campaigns. Once merely a guiding principle, rock-solid content is now essential for rising above the chatter and making sure your customers hear, understand and respond positively to your marketing and sales messages. Successful marketing organizations strive for expert content that is timely, insightful and worthy of sharing, but often struggle with the quality and quantity of what they can produce.
Too often, the demands of creating fresh, insightful content distract subject matter experts from their daily responsibilities. Not only does their work suffer; so does the quality of your content marketing. Likewise, the frequency at which they can generate meaningful content may not satisfy your sales and marketing goals. These obstacles often result in “me too” tweets and blog posts; simple ideas and obvious truths that are inflated into articles, ebooks, microsites and videos; and uninspiring content that doesn’t stimulate potential buyers to take action. Additionally, instead of strengthening customer loyalty and thought leadership in your market, a poorly executed content marketing plan can inadvertently damage your brand.