How content is consumed constantly changes, which means B2B companies must constantly adapt and find ways to write marketing content more efficiently. Getting too rooted into one style of content development creates a feeling of being out of touch with customer needs and the market itself. At the same time, a simple, consistent format for content development can really help with productivity.
What’s an organization to do with new social and information sharing platforms popping up one week to the next? It can seem that writing relevant content efficiently is like shooting at a moving target that’s bound to change in the next hour.
By using analytics and technology that simplifies how customers interact with the brand online, and with the help of a clear and consistent process that’s shared organization-wide, this moving target can be slowed down.
Make the data collected work for you by looking beyond what content goals have been hit or missed. Instead, see data as the gateway for making the whole process of content creation simpler, more efficient, and easier all around, while simultaneously improving how to listen and respond to the key customer base.
It’s a win-win!
Research, Listen, Then Ask 3 Simple Questions to Create With Clarity
The most important first step in any content development process is to start with simple research. Ask these three key questions as an organization, not a specific department:
- What content is performing and converting, and what types of content are lacking in the overall content base?
- Is there a new trend, innovation, or industry argument that can be leveraged as an educational opportunity or conversation platform?
- What are customers saying to you, to each other, and online in general, compared to what they are actually buying?
When you can answer these key questions clearly, you have a starting point for creating content that is meaningful, targeted, and necessary—all hallmarks of efficiency.
Taking a peek at the social and website stats plus sales numbers can reveal deeper insight into what style of content can lead to a purchase in the buyer’s journey, and the type of content that inspires specific buyer personas to take action. Now you know what works! To ensure the process of choosing content ideas is simplified, have an assigned editorial board to make content focus decisions, then clarify key content pillars and associated deliverables to development teams.
For example, if stats show video as the go-to research and conversion tool for current and potential customers, move in that direction. Outline key content development steps using shared, standardized templates, and leverage them as a way to help all teams collaborate with ease and stay accountable to their contribution. You can always build blog posts, white papers, and other content from videos down the line if needed, using the same organized approach.
Remember, more and more of the buyer’s journey is moving to a mobile platform, so be sure any content created can be easily consumed from a mobile device.
The key is to create content that is clear, useful, and needed, to stay nimble with customer desires and trends.
Explore Innovative Ways to Make Content Development Simpler and Easier
One of the biggest reasons content creation becomes a drain on internal resources and people is because of a lack of internal innovation and inspiration.
If you’ve already examined internal processes and improved upon intra-team communication and collaboration strategies by using a content repository and template— innovate through content creation to reach more efficiencies.
Conduct a short survey once a quarter, then use the results to generate 1-3 content ideas for development
This will reduce brainstorming time and give teams a regular source of input they can use to write marketing content more efficiently. Agree what three key content pillars are the focus for that quarter, such as a blog, video, or email marketing.
Leverage live events and real-time content as part of a marketing strategy
People crave the raw, first-to-see online experience—especially when they are unable to attend an event in person. Do live or quick post-production of materials, then share a “snippet” to gain attention. Next, write a blog post or article hitting key points covered at the live event. Fast, easy, and efficient!
Host a quarterly meeting with content influencers to collect quotes, insights on trends, and other data that can be culled to use in content development
Be sure to make insights from the meeting accessible to everyone so it can be used to help write marketing content more efficiently while it’s in production.
Tap into reliable freelance sources that can work in tandem with your team
This can include writers, designers, strategists—any professional who can step in and handle the load when things get busy or people are out of the office. Using the same core freelance talent helps cut down on ramp-up time.
Write marketing content that can be easily personalized with a few quick tweaks for each buyer persona
Personalized marketing is a hot trend right now. Make adaptations to scripts for email marketing or overall online outreach to account for this focus, and write marketing content more efficiently overall.
Explore new ways to leverage technology to your advantage
Refresh landing pages and lead forms to allow customers to interact in a new way, or describe what they are searching for in more detail. When you can get customers sharing their opinion, you can consistently improve upon what you deliver, and refine the content along the way.
While content management for B2B continues to evolve, the most effective way to write marketing content more efficiently is to simplify content development steps, as well as what insights are used to create content in the first place. Take what customers are telling you, look at the important data, and create content that meets the needs of both. Then sit back and see the content works its magic!