According to SiriusDecisions, B2B content strategy is overly focused on assets, and often based on the decisions and skills of individual contributors. As such, there has been huge growth in content investments which is, in turn, paired with high expectations for content’s efficiency and impact. B2B marketing teams are expected to take a disciplined approach to content creation, track the efficiency and effectiveness of those efforts, and ultimately tie content to revenue.
The SiriusDecisions Content Strategy Turbine offers a repeatable and scalable methodology for building a content strategy that meets these high expectations. Defining content strategy as “the methodology used to define the assets and activation paths required to successfully fuel a marketing, product, or sales initiative,” SiriusDecisions presented their Content Model and, more specifically, their Content Strategy framework as a piece of that puzzle in their recent webcast: Introducing the SiriusDecisions Content Strategy Turbine.
Webcast host Erin Provey refuted the common misconception that a content strategy is a bill of materials, stating that it is actually a methodology for explaining those materials. The idea of content strategy overall, she said, is that we are “reining in free flowing natural resources that exist in the organization today… we are harnessing them, and we are creating content, which is fundamentally marketing fuel or marketing electricity.” From this metaphor, the visual icon for their content strategy framework was born: a turbine.
The 8-bladed turbine presents a methodology that is repeatable, builds consistency into the way that decisions are made about content, and is also trainable.
The webcast walks through each “blade” in detail, offering actionable advice for how to implement the methodology at your own company. Themes touched upon include the importance of:
Being “audience specific” versus “audience generic”
Defining a process and ensuring that there is a common understanding of subsequent stages and how they’ll be supported
Identifying all of the experiences and interactions where there are opportunities to engage with buyers
Taking an honest look at what the customer actually needs and structuring content accordingly
Carefully packaging your content in the appropriate format(s) for your audience
Determining the best channel(s) for content delivery and distribution
For more information on the SiriusDecisions Content Strategy Turbine, watch the on-demand webcast.
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