Content is the fuel for eMarketing. With a majority of marketing efforts going digital, that means even more content is needed. The instant gratification mindset of B2B content consumers means they’re demanding more content, faster. Not just any content, but ideas, information and expertise they find relevant and helpful for answering questions they have about problems they’re trying to solve.
Designing content for 1X use is wasteful. Marketers need to create a process for content planning that helps them maximize the return from their investments in developing the content resources that fuel their online marketing programs.
To get the most from your content, embrace the 7 “R”s of B2B Marketing Content Planning:
To manage all of this you’ll need a content inventory and a schedule for when each of the “Rs” should come into play.
This is only the beginning of the “Rs” we can use for B2B marketing content planning. The sooner marketers start thinking about content as strategic assets that must be managed accordingly, the more traction they’ll start to gain from the ways in which they use it.
Who has more “Rs” to add to the list?
Ardath Albee is a B2B Marketing Strategist and the CEO of her firm, Marketing Interactions, Inc. She applies over 20 years of business management and marketing experience to help companies with complex sales use eMarketing strategies to generate more and better sales opportunities. Ardath is the author of eMarketing Strategies for the Complex Sale. You can find more of her B2B marketing insights on her blog at http://marketinginteractions.typepad.com/
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