Video Authors: Elizabeth White, Yakov Fain, Liz McMillan, Dan Ristic, Jnan Dash

Blog Feed Post

B2B Content Strategy Should Never Be a Wallflower

A B2B content marketing strategy should never be contained in a silo. First of all, to be literal, a silo is a dugout, cave or shelter for grain. Secondly, it denotes walls and barriers that keep its contents apart from everything else. A B2B content marketing strategy must lead somewhere. It should be based on a continuum that matches the needs of prospects and customers wherever they may be in the experience at any time.

The issue I see often, is that content marketing is an add-on to everything else that marketers have on their plates. It's viewed as a campaign, a project or a standalone initiaitve. A silo. This is in part related to the way marketers are wired. In the traditional sense, most of what marketers do has start and end dates and each effort is graded on its own merit (I'm using the word "merit" loosely).

How's our SEO strategy doing?

How many "leads" did that last campaign produce?

Did our webinar attendees increase for this topic?

How many followers did our Twitter account attract last month?

Is our web traffic growing?

Don't get me wrong, we need to measure and evaluate, but we need to quit using our metrics as boundaries that separate one initiative from another. To do this, we need to look at transitions and experiences across buying and the customer lifecycle.

An experience is a set of dynamic transitions that flow together. Until you step out of it or it ends.

When marketers focus on campaigns, they are instituting a construct that boxes in and ends the experience. Three email touches and a sales call, move on. This construct is for us, not related to anything our prospects or customers need, want or value. It was created so that we could manage and measure our efforts based on some ridiculous notion that a short-term campaign can definitively drive sales for a long-term buying process.

But I digress. The point I want to make is about the need to integrate transitions.

Channels are proliferating and marketers need to pay attention to the transitions between them. If your social media team isn't cognizant of your nurturing program, for example, how fluid will the experience be for a prospect or customer taking part in both?

If a buyer watches a video on your YouTube! channel and finds it fun and informative, then visits your website only to see a bunch of dry, product-focused content they find neither fun, nor informative, how will you overcome that disconnect? Or can you?

Often overlooked is the critical transition from marketing to sales. Marketers often plan their content strategy without ever sharing it with sales or - highly recommended - involving sales in its development. If the entire be all and end all of marketing is to help produce and grow customers, why the heck is this transition so overlooked?

It's time for marketing to stop producing more wallflowers and start creating the Belles of the Ball! You may laugh but the Belles of the Ball are sought out, followed and considered highly engaging. This will never happen if we don't integrate all of our marketing initiatives into our strategy and consider how to gain the benefits of dynamic experiences based on transitions.

I know this is difficult. If it was easy it wouldn't be near as much fun!

Take the first step by evaluating everything you're doing and discovering how to create better transitions that tell a story your audience finds engaging. Start connecting the dots. Just don't leave your content strategy sitting on the sidelines as just another project.


Read the original blog entry...

More Stories By Ardath Albee

Ardath Albee, CEO & B2B Marketing Strategist of her firm Marketing Interactions, helps companies with complex sales increase and quantify marketing effectiveness by developing and executing interactive eMarketing strategies driven by compelling content.

Her book, eMarketing Strategies for the Complex Sale, was published by McGraw-Hill.

Her articles and blog posts have been used for university ezines, published in CRM Today, Selling Power, Rain Today and Enterprise CRM News. Marketing Profs has incorporated her blog posts into a number of their "Get to The Point" newsletters.

IoT & Smart Cities Stories
Dion Hinchcliffe is an internationally recognized digital expert, bestselling book author, frequent keynote speaker, analyst, futurist, and transformation expert based in Washington, DC. He is currently Chief Strategy Officer at the industry-leading digital strategy and online community solutions firm, 7Summits.
Digital Transformation is much more than a buzzword. The radical shift to digital mechanisms for almost every process is evident across all industries and verticals. This is often especially true in financial services, where the legacy environment is many times unable to keep up with the rapidly shifting demands of the consumer. The constant pressure to provide complete, omnichannel delivery of customer-facing solutions to meet both regulatory and customer demands is putting enormous pressure on...
IoT is rapidly becoming mainstream as more and more investments are made into the platforms and technology. As this movement continues to expand and gain momentum it creates a massive wall of noise that can be difficult to sift through. Unfortunately, this inevitably makes IoT less approachable for people to get started with and can hamper efforts to integrate this key technology into your own portfolio. There are so many connected products already in place today with many hundreds more on the h...
The standardization of container runtimes and images has sparked the creation of an almost overwhelming number of new open source projects that build on and otherwise work with these specifications. Of course, there's Kubernetes, which orchestrates and manages collections of containers. It was one of the first and best-known examples of projects that make containers truly useful for production use. However, more recently, the container ecosystem has truly exploded. A service mesh like Istio addr...
Digital Transformation: Preparing Cloud & IoT Security for the Age of Artificial Intelligence. As automation and artificial intelligence (AI) power solution development and delivery, many businesses need to build backend cloud capabilities. Well-poised organizations, marketing smart devices with AI and BlockChain capabilities prepare to refine compliance and regulatory capabilities in 2018. Volumes of health, financial, technical and privacy data, along with tightening compliance requirements by...
Charles Araujo is an industry analyst, internationally recognized authority on the Digital Enterprise and author of The Quantum Age of IT: Why Everything You Know About IT is About to Change. As Principal Analyst with Intellyx, he writes, speaks and advises organizations on how to navigate through this time of disruption. He is also the founder of The Institute for Digital Transformation and a sought after keynote speaker. He has been a regular contributor to both InformationWeek and CIO Insight...
Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settlement products to hedge funds and investment banks. After, he co-founded a revenue cycle management company where he learned about Bitcoin and eventually Ethereal. Andrew's role at ConsenSys Enterprise is a mul...
To Really Work for Enterprises, MultiCloud Adoption Requires Far Better and Inclusive Cloud Monitoring and Cost Management … But How? Overwhelmingly, even as enterprises have adopted cloud computing and are expanding to multi-cloud computing, IT leaders remain concerned about how to monitor, manage and control costs across hybrid and multi-cloud deployments. It’s clear that traditional IT monitoring and management approaches, designed after all for on-premises data centers, are falling short in ...
In his general session at 19th Cloud Expo, Manish Dixit, VP of Product and Engineering at Dice, discussed how Dice leverages data insights and tools to help both tech professionals and recruiters better understand how skills relate to each other and which skills are in high demand using interactive visualizations and salary indicator tools to maximize earning potential. Manish Dixit is VP of Product and Engineering at Dice. As the leader of the Product, Engineering and Data Sciences team at D...
Dynatrace is an application performance management software company with products for the information technology departments and digital business owners of medium and large businesses. Building the Future of Monitoring with Artificial Intelligence. Today we can collect lots and lots of performance data. We build beautiful dashboards and even have fancy query languages to access and transform the data. Still performance data is a secret language only a couple of people understand. The more busine...