If you’re a B2B marketer, you know content marketing is a big piece of the marketing puzzle. Personalized content that speaks to a prospect’s pain points and meets them where they are in the buyer’s journey can play a significant role in helping turn that prospect into a customer.
But too many companies create content that doesn’t hit the mark. Or they make content, but don’t know if it’s the right content. That’s a surefire way to get mediocre results. And it certainly makes it tough for you to explain your content marketing ROI to stakeholders at your company.
“Too many companies create content that doesn’t hit the mark. Or they make content, but don’t know if it’s the right content. That’s a surefire way to get mediocre results.”
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For content to have an impact, it needs to speak to your audience with the right message and in the right format, and you need to share it with them on a platform/channel where they’re receptive to consuming content. Basically, for content marketing to work, you can’t just guess. You need to do your research. You also need to align teams within your organization so Marketing creates content that helps Sales and aligns with the goals of the whole organization.
That sounds simple, but we know it’s not easy. That’s why we created our new e-book, “How to Create Content That Converts.”
How mature is your content marketing?
This e-book walks you through five content marketing maturity levels, helping you assess your current content marketing and find ways to up your game. You’ll consider questions like:
- Does your content match your audience?
- Is your content informed by existing and/or prospective customer data?
- Does your messaging resonate with your audience?
- Do your assets align with the buyer’s journey?
- Are your marketing and sales teams aligned about needs and goals?
From marketing content to sales enablement
In this resource, you’ll also learn about a key piece of effective content marketing (and marketing in general): marketing/sales alignment. Ideally, Marketing will support Sales with pieces of content that help them close deals—and that they’ll actually want to use. Agreeing on strategy and marketing assets ahead of time will go a long way toward making this a reality.
If you’re pursuing account-based marketing, this alignment of teams will be about more than just content marketing, too. It will also be fundamental to successfully reaching your target accounts.
Assess your own content creation efforts
If you’re looking for direction about improving your content marketing—or even if you’re just curious how mature your content strategy is—download “How to Create Content That Converts.” And if have questions about how you can more effectively create content that closes sales, let us know.