026 - How to get more from your content strategy
1* How to get more from your content strategy
The problem with most content strategies is that the execution and final delivery are created for a singular purpose.
For example….
>Our objective is lead gen = create a white paper and gate it.
>Ranking for a keyword = develop a 1,500 article.
>Top of the funnel article = 3000-word essay.
Each one of those examples can be leveraged far beyond one form of content.
One piece of content should be enough to create dozens of alternative forms of content.
For example, a podcast can be reproduced for…
YouTube video
Multiple LinkedIn cuts
An article write up
The copy can be used for your next ad campaign
The insight can inspire an infographic
Twitter quotes can be drawn up
The content can fuel your next outreach campaign
The POV can help shape your next question in your buyer's community
Approach your next piece of content with a broader view of where and how you can distribute it..
2* “Dark social'' is not just “word of mouth”. Dark social is an effect caused by digital activities that are not trackable.”
This is a smart take on distinguishing the difference between WOM and Dark Social.
WOM and Dark Social are key drivers to influencing decision making.
To influence these traits, one must “focus on driving conversation in dark social, you need to be thinking about how to get your message distributed to people that creates engagement and sparks conversation which drives shareability of your message.”
Is the content so good that customers share it with their colleagues on Slack or Teams?
Do you know your audience well enough to engage and answer queries in the communities they hang out in.
Are you and your team being invited onto podcasts to share their stories?
These are all leading indicators that suggest you're creating content that influences conversations in dark social.
3* The modern B2B buyer does not need or want vendor intervention until they are ready
Yes, yes and YES.
This is the reality of every B2B buyer's journey.
B2B buyers are more informed than ever before, they know where to get the research they need, who to contact, who to ask and they have brands already in mind for when they want to make this decision.
“👉 But don't wait until then. You'll be too late for the party.”
“It's no more complicated than this.” and I couldn’t agree more.
Conversations / Articles You Should Read
The roles we have in software companies today won't be the same in 3 years
How to avoid complicated B2B attribution
Why you should invest in demand gen
Tools, Platform, Events or Podcasts
Each week I share a tool I find interesting, an event I’m attending or a podcast I have listed too.
Ogilvy have teamed up with Jon Lombardo, Head of Research at The B2B Institute at LinkedIn to talk about the power having a contrarian mindset can unlock.
Jon will be joined by James Myers, Head of B2B Strategy in a discussion that will cover:
- Why brand awareness is out, and situational awareness is in
- Why you should advertise to people who will not buy from you today
- Why there is no great product without great marketing, especially in B2B