It can be extremely difficult not only to produce a good quantity of unique and valuable content but also to match it up to the right stage in the buying cycle. This is even more difficult for companies that have a lot of solutions, like Perficient does, or who want to target that content by industry, geography or other data points.
We break our content down into several types:
- Website Copy
- Blog Articles: We have four active blogs with over 30 people blogging on behalf of the company right now.
- Twitter & other social media content (Example: @Perficient)
- Webinars: both video replays and slide shows
- Video Content: in the form of tutorials, demos, interviews, panels, speakers, events, and more.
- Solution Sheets
- Case Studies
- Podcasts / Audio Files
- Email Newsletters
It has been an ongoing effort to tag all of this content to appropriate solution-based categories and or target market segments in order to promote and leverage them in the right way for lead generation purposes. More importantly, in our industry, insights and techniques can become outdated very quickly, so keeping on top of these assets and updating them frequently is very important.
Some of my goals as a B2B marketer involve taking this list of assets and doing just what the article referenced emphasizes is so important:
- Make all unique content easily sharable - across social networks and via email.
- Evolve the content experience from A) providing insightful value to the reader - to B) demonstrating the wealth of thought leadership at my firm - to C) solving a business need.
If you work in B2B, what types of content are you prioritizing in your marketing efforts? Are you trying anything different from my list above?
Highlights from "B2B Social Media and Content Marketing in the Sales Funnel." by Jeffrey Cohen: