If you've ever worked with a company where no one knows who's supposed to own what content or how the phone number list content aligns with business goals, you've probably seen tensions rise across departments and within teams, and you've probably seen phone number list content produced that is aimless and inconsistent. Especially in large B2B organizations, no one person or team owns all the content. Each team should produce on-demand phone number list content for their own purposes. Here are some typical (potentially conflicting) interests:
The phone number list SEO team wants quality web content that will survive Google's algorithms and drive organic search traffic around certain keyword phrases.
The phone number list demand generation team wants to increase brand exposure and interest through eye-catching content.
The phone number list product team wants content that highlights product features and benefits.
The phone number list sales team wants content that convinces and shows how the business has delivered results.
The phone number list customer service team wants content to teach best practices and innovative ways of doing things.
The phone number list PR team wants thought leadership pieces they can use to secure placements and interviews.
The phone number list recruiting team wants content about company culture, news, and events.
1. Build a “house” message
One way to help your phone number list marketing team unify their content efforts across multiple digital channels is to create a message architecture, which serves as a guide for aligning content with customer needs and business goals. You may find it helpful phone number list to create your message architecture in the shape of a house.
2. Establish Content Goals
Keeping the phone number list message architecture in mind, marketers should associate each piece of content with at least one goal. A content goal, as content strategist Meghan Casey defines it, is simply “what you want a piece of content to accomplish”. Examples:
Amplify a specific message
Reach a certain target audience and promote a brand initiative
Influencing a result phone number list for a specific business unit / influencing a decision
Promote an event
Create webinar registrations
Content goals provide a basis for suggesting the phone number list types of content each team should create. For example, if your goal is to build brand awareness, your best types phone number list of content might be videos and infographics. If you want to drive demand, you can create webinars, emails, and white papers. If you want to influence a wider audience, you can opt for thought leadership contributions and articles phone number list in industry publications.
3. Define content marketing roles – including a unifying leader
Only after you have built your message architecture and set content goals accordingly, do you define content marketing roles. Many companies define roles prematurely, creating duplication, inefficiency and turnover. Roles should be defined by marketing and sales leaders so that there is a unified culture in which multiple stakeholders own the phone number list content. Joe Pulizzi identifies a number of possible roles. Joe previously shared the image below, which shows the CCO in a unifying role and the other somewhat overlapping roles in separate areas of responsibility.