“Content marketing assets are still created in silos—stored on email, agency servers, and orphaned out there, who knows where.”—Robert Rose, Chief Strategist Content Marketing Institute
The expansion of field marketing through events, sponsorship, and localized promotion has created a new business challenge: how to handle field marketing organization for essential content.
Field marketers need unique marketing content tools to qualify and capitalize on leads quickly. With only so much face time available with potential clients at events and trade shows, it’s critical for field marketing content to be easy to find, track, access, and use.
Organize with Specific Goals in Mind
Effectively managing field marketing organization takes collaboration and clear communication between field marketers and the marketing team. Not only do you need to create a library of material that hits on customer hot buttons—you also have to agree on the best way to organize the marketing content into searchable, easy-to-locate chunks.
There are lots of ways to think about content organization, but the key is creating a system that makes sense for the people using it day in and day out. Start with understanding the basic needs of teams in the office and out in the field.
Do a content review to ensure your company offers succinct content and messaging that speaks to customer pain points.
Not all marketing content is created equal, which means it might be time to review what you’re already using. Is it effective at driving inbound leads? Are customer pain points addressed clearly? Are potential customers receiving the right piece of material at the best stage in the sales cycle? What’s redundant? When content is useful and its impact is clear, you can tackle a more effective system for field marketing organization.
Make a master list of your content channels and publishing platforms.
Include social media outlets, blogs, shared systems, drives, and any marketing automation tools. Know where your content lives and breathes.
Determine your content filtering requirements.
Does it make sense to organize by use, by each step in the buyer’s journey, or by the type of localized communication? How do employees most commonly search for the materials they use most? Do they often get lost in the digital woods?
Choose a logical content repository location.
Where is field marketing material located? On your website? Through a remote server hosted at the company? On a password-protected third-party site?
Make it easy for people to find and access marketing content in the office or on the road.
How many times do you remember seeing something, but you have no idea how to find it again? It happens! When you have a central content repository for marketing content that’s clearly marked and organized, you look like a smarty pants in front of customers, and you work smarter and more efficiently. For offsite field marketers, this organizational piece is critical.
Use a system that helps rate and track what kinds of field marketing materials are successful and which ones fall flat.
Team members need to educate and support each other when it comes to marketing content. When there’s an agreed-upon tracking system for what content is used in specific sales situations, or clear notations on what works or elicits nothing but crickets, everyone wins. Just be sure notation is legible, shareable, and easy to replicate.
Get clear on the goals for online assets.
Is it downloads, shares, inquiry emails, or something else? Can you track what potential clients are doing with marketing content? Are they abandoning a one-sheet in their downloads folder or putting the PDF in an archive? Does sales have a way to follow up? This is an essential peek into client behavior, so track this valuable insight.
Create an online space to serve as an active log of success stories from events.
When you have a central location for event notes and successful client tips, it’s easy to see how to turn in-person events into future invitations and follow-up opportunities.
Getting a handle on how to manage your field content organization is one of the best ways to improve the efficiency of your teams and leverage key field marketing content. Where you can start today?