1、MASTERINGB2BCONTENTMARKETINGYOURTIME-SAVINGGUIDETOBUILDINGADYNAMICCONTENTSTRATEGYForyears,B2Borganizationshavefocusedondevelopingcontenttosupportdemandgenerationefforts.Asweallknow,buyershavechangedthewaytheyconsumeinformationandinteractwithyou.Today,buyersnolong
2、erwaitforyoutoreachouttothemtomakedecisions.Theyarenowproactiveandindependentinresearchingtechnologyandserviceswhenaneedarises.Becauseofthis,itsessentialtodevelopcontentthatmeetsbuyerswheretheyreat.Thismeansmakingsuretheyhavecontenttosupportallstagesoft
3、hefunnelandvarioustopicsofinterestandreachthemviathemethodsandchannelswheretheyremostactive.ThisB2BContentGuideiscraftedtoprovideyouwithboththeWHATandtheHOWofcreatinganeffectivecontentstrategy,servingasareliableguidepostintheprocess.Init,youlldiscoverho
4、wto:Conductacontentaudit(withfullauditandminiauditoptions)Completeastep-by-stepcompetitiveanalysistostayaheadofthecompetitionRepurposecontenttooptimizeresources,SEO,andreachAndmore!Itallstartswiththestrategy(always).Beforewedivein.INTRODUCTIONSUBSCRIBETheNewslet
5、terTrustedby120,000B2BMarketers.Whetheryoureaseasonedmarketerorjuststartingout,ournewsletterisyourgatewaytostayinginformed,inspired,andempoweredintheever-evolvinglandscapeofmarketing.SubscribeNow.CONTENTS35421WHYYOUSHOULDREPURPOSECONTENTWRAPPINGITUPCREATINGACONTENTMA
6、RKETINGSTRATEGYEXECUTINGTHESTRATEGYWHATISCONTENTMARKETINGPage45131417Contentmarketingisthelifebloodofyourentireorganization.Anddespiteitsname,itsnotonlyatoolformarketingorasecond-thoughthand-me-downforsales.Infact,contentmarketingisntreallyanyonethingatall.Itsbes
7、ttothinkaboutcontentmarketingasanentireprocessofidentifying,creating,anddeliveringrelevantcontenttothepeopleinyourcustomerjourney.Itsthecoreofyourdemandgenerationengineanditsanapproachthatcan(andshould)beusedthroughoutyourentirecustomerlifecycleateverystagefro
8、mopentoclosetorenewal.Contentmarketing,atitsbest,facilitatesconsideration,drivesdecision-making,andcreatespositive,thoughtfulexperiencesforyourprospectsandcustomersalike.Havingpersonalized,relevantcontentthatsreadilyavailableformarketing,sales,andcustomersuccesstoutilize
9、throughoutyourcustomerjourneygivesyourcompanyasignificantadvantageoveryourcompetition.Itenablesyourteamstoworksmarter,actfaster,andprovidemoreusefulresourcestoyouraudiences.Andindoingso,helpsgrowyourmarketshareaswellasyourthoughtleadershipinyourindustry.Without
10、contentmarketing,thejobofbuildingpredictabilityintoyourpipelinebecomesmuchharder.Becausewhiledemos,salespresentations,andnewproductpitchesmayyieldsomeresultsinthelatterstagesofyourfunnel,thosematerialswontdomuchinmovingtheneedleontherestofyourpipeline.Thatswh
11、yitsimperativeyourcontentmarketingcampaignssupportthetrueneedsofyourprospectsandcustomersratherthanhopingonesizefitsall.Contentmustalsobepersonalized,timely,andrelevant.Afterall,todayscustomersaresavvierthanever.AndinaworldwhereNetflix,Amazon,andGoogleoffernothin
12、gbutpersonalizedresultsandtime-sensitivecontent,yourowncontentmarketingeffortsmustdo(orattheveryleast,attempttodo)thesame.Ultimately,yourcontentmarketingeffortsmustbefocusedonprovidingvalue,education,anduniqueperspectivestoyourprospectsandcustomers.Andinturn,those
13、attributeswilldriveprofitable,predictableaction.Undoubtedly,contentmarketinghasalotofmovingparts.SohowdoyoucreatecontentthattrulyresonateswithyouraudienceHowdoyoubuildacontentmarketingenginethatdrivesyourdesiredoutcomesItallstartswithacontentstrategy.WHATISC
14、ONTENTMARKETING4Tocreateapredictable,competitivecontentmarketingstrategy,thereare6stagesyoushouldfirsttakeintoconsideration.Thesestepsaskyouto:Defineyourgoals1.Audityourcontent2.Assessthecompetitionandthemarket3.Identifycorethemes4.Definerelevanttopicsandformat
15、sforeachbuyingcommitteemember,ateachcustomerstage5.Developacontent-drivencampaign6.1.DefineyourgoalsBeforebarrelingdownthecontentmarketingroad,kick-offontherightfootbydefiningthegoalsofyourcontentmarketingstrategy.AreyoudrivingawarenessthroughinboundchannelsFac
16、ilitatingconsiderationwithprospectsalreadyinyourpipelinethroughemailsandnurturesHelpingsalesandcustomersuccesshavemorecontentintheirstablesOrmaybeyourepursuingahybridapproach.Regardlessofwhatyourgoalsare,theimportantpartistoclearlydefinethemsoyoucangainnece
17、ssarybuy-infromyourcompanysleadershipteamandotherstakeholders.Itsatthispointthatyoucanalsoalignthesegoalswiththoseoftheorganizationasawhole.Tip:Whendefiningyourgoals,alsothinkaboutwhatsales,marketing,andCXchannelsyoullneedtoutilizetoachievethemoncetheconte
18、nthasbeencreatedandisreadyfordeployment.Betteryet,invitethemtothetabletodefinethegoalsforgreatersalesandmarketingalignment.Onceyouvedefined,agreedandsharedyourgoalswitheveryoneacrossteams.CREATINGACONTENTMARKETINGSTRATEGY52.AssessyourcontentAstechroyaltyhimse
19、lf,BillGatessaid,“Contentisking.”Tousasmodernmarketers,nostatementistruer.Asbrandsshifttothemorecustomer-centricinboundmarketingapproach,oureffortsleantowardshowwecanconnectwithourcustomersandprovidevaluemeaningfully.Consideryourcontentasyourcustomermagnet.Rele
20、vantandcompelling,itwillattractandresonatewiththosemostinterestedinwhatyourbrandhastoofferandkeepthemengagedallthewaythroughthebuyingjourney.SohowdoyouownyourownedmediaOutsideofcontentcreatedforsocialchannels,yourwebsiteisyourcompanystreasuretroveofcont
21、ent.Manageandmaximizewhatyouhavebytakingdetailedinventory.SOWHATISACONTENTAUDITAcontentauditisthemethodicalreviewandanalysisofalltheassetshostedonyourwebsite.Overtimethecollectionofblogposts,guides,eBooks,andon-demandwebinarscangrowintowhatfeelslikethatone
22、drawerofunorganizedoddsandendsinyourhouse.Whileconductingacontentauditmightseempainful,itdoesnthavetobe.Wellgiveyoustep-by-stepinstructionsandevenatime-savingoption.Hereare6stepstohelpyoucompleteyouraudit:Step1:Startbydeterminingwherethemajorityofyourcon
23、tentlives.IsitinaGoogleDriveorSharePointfolderIsitmostlyonyourwebsiteIsitscatteredacrossmultipletools/platformsStep2:Onceyouknowwhereyourcontentis,assesshowmuchofitthereis.Ifyouhaveatonofcontent,considerlookingatthepast2yearsassetsThiswilllikelybe
24、yourmostrelevantandup-to-datecontent(althoughsomeofitmightneedtoberefreshed)CREATINGACONTENTMARKETINGSTRATEGY(CONT.)6Step3:Beginrecordingeachassetandincludethefollowingpiecesofinformation(asimplespreadsheetwilldo):AssetNameURLFormatFunnelStageIntendedPersonaTopi
25、cIndustry(Optional)Step4:Afteryouvecollectedthepast2yearsworthofcontent,analyzeitbyusingfilterstorecordthefollowinginthesamespreadsheetwiththesecolumns:FormatHowmanypiecesareblogposts,webinars,whitepapers,casestudies,etc.FunnelStagesHowmanypiecesaretop,middle,a
26、ndbottomfunnelPersonaHowmanypiecesarethereforeachintendedpersonaIfyoudontwanttorecordindividualpersonas,youcanalwayscreategroups(thinkbusinessversustechnical)IndustryHowmanypiecesarethereforeachofyourtargetindustriesTopicHowmanypiecesarethereforeachtopic
27、areaStep5:Next,takealookatyourmetrics.Pullthetopperformingassetsandcomparethatlistagainstwhatyouhaveinyouraudit.Considerhighlightingthetop10-50pieces(thismightdependonhowmuchcontentyouhaveintotal)ThesewillbeyourlowesthangingfruitStep6:Lastly,identifywhich
28、piecescanbeeasilyrefreshedandwhichonesneedacompleteoverhaul(ortoberetired).Welltalkaboutrepurposinglaterinthisguide.Onceyouhavetheinformationabove,youllbeabletoseewhereyourstrongandweakpointslie.Thesewillbegoodindicatorsforwheretofocusyourfutureefforts.M
29、aybeyouneedtobeefupyourtop-of-funnelcontent.OrwanttoexplorecreatingcontentforXindustry.Orrealizedyouhavenocontenttargetedtowardsexecutives.Whateveritmaybe,youhavetheopportunitytobuildacampaignoreditorialcalendararoundit.CREATINGACONTENTMARKETINGSTRATEGY(CONT.
30、)7Bytakingthetimetosortthroughthemess,notonlywillyouhaveasystemtotrackcontent,butyoucanalso:GaininsightsonyourdistributionoftopicsandpersonamessagingIdentifygapsandareasforrepurposedcontentPinpointcontentthatismostpopularorperformsbestforfuturecampaign
31、sFixbrokenlinksonyourwebsiteandremoveoutdatedmaterialsHOWTOCUTDOWNONCONTENTAUDITTIMEPutbestbytheContentMarketingInstitute,“contentauditsareaboutaspopularascolonoscopiesbuttheyrejustasnecessarytohealthinthiscase,thehealthofyourcontentmarketingstrategy.”Co
32、nductingcontentauditsiscrucialforoptimizingtheextensiveworkyourteamshavededicatedhourstocreate.However,itoftentendstobeoverlookedanddeprioritizedasyougearupforthelaunchofyournextmajorcampaign.Letsbehonest,theyaretedioustodo,ultimatelytime-consumingandconsequ
33、entlyoftenleftundone.Hereareafewwaystogetarounddoingatraditionalcontentauditwhenyouarecrunchedfortimeorresources.Optforacondensedcontentaudit:Pick3metricstomeasureand30URLStoanalyze.Conductaminiauditregularlyintimeswhenyouneedtoevaluateyourcontentqui
34、ckly.Narrowyourfocusandselectthemostimportantmetricsthatalignwithyourcurrentgoalsbest.Thesemetricscanbeconversion,trafficorevenengagementrelated.Createaspreadsheetmuchlikeyouwouldwithatraditionalaudittoinventorydatalikecontenttype,title,topic,funnelstage,andint
35、endedpersona.Lastly,analyzewhatyouvecollectedandnoteactionablenextsteps.Theideaofacondensedcontentauditistostripdownthelongandarduousprocessofatraditionalauditandcreateahabitofregularlyaccessingyourcontent.Althoughitdoesntreplaceafull-fledgedreviewofyourco
36、ntentinventory,ithelpsmakeyourannualauditmorelikesecondnature.CREATINGACONTENTMARKETINGSTRATEGY(CONT.)8MaketheprocessrepeatableStreamliningtheauditprocessisthenextbestthingyoucandotosaveyourteamtime,outsideofpayingforautomatedtools.Createanaccessiblespreadsheet
37、thatactsasatemplatethatcaneasilybereplicatedfornewaudits.Contentauditswillalwaysbeadetailedtask,butitdoesnthavetobeacomplicatedone.Whetheryoubitethebulletandtakethetimetoconductathoroughauditoroptforacondensedprocess,investinginthisstepwillbetheul
38、timateshortcuttopullingcontentforfuturecampaignsandcontentstrategies.3.AssessthecompetitionandyourmarketWhencraftingyourB2Bcontentstrategy,itscrucialtoensurethatyourapproachisnotjustuniquebutalsowell-informed.TocreatecontentthattrulystandsoutintheB2Blandscap
39、e,youmustunderstandwhatyourcompetitorsaredoing.UtilizemoderntoolsandgenerativeAItogaugewhatresonatesandwhatfallsflatinyourindustry.WHYCONDUCTACOMPETITIVECONTENTANALYSISThereareseveralcompellingreasonstoconductacompetitiveanalysis:IdentifyingGapsandOpportunitie
40、s:Analyzingyourcompetitorscanrevealgapsinyourcontentstrategyanduntappedopportunities.Considerwhatadditionaltopicsyoushouldexploreandwhattypesofcontentyouneedtobalanceyourcontentfunnel.UnderstandingMessaging:Examinehowyourcompetitorspositionthemselvesinthemarket.Do
41、estheirmessagingaddressthepainpointsofprospectseffectivelyIfnot,thisknowledgecanhelpyourefineyourownmessagingstrategy.WebsiteEnhancements:Determineifyourwebsiteneedsarevamptokeepupwiththecompetition.Acompetitiveanalysiscanhighlightareaswhereyoursitemaybefal
42、lingbehind.CREATINGACONTENTMARKETINGSTRATEGY(CONT.)9HOWTOCONDUCTACOMPETITIVECONTENTANALYSISToconductacomprehensivecompetitiveanalysis,followthesesteps:IdentifyYourTopCompetitors:Startbyidentifyingyourtop3-5competitorsinyourindustry.WebsiteExploration:Examinetheirwebsi
43、tesanddocumentthefollowinginformationforeachcompetitor:Tip:YoucanuseAIforthis!Someoftheproversionswillcrawlwebsitesforyou!SummaryofFindings:Creatingasummaryoffindingsfromtheanalysiscanalsobeusefulincommunicatingchangesthatneedtobemadeandgettingothersinth
44、eorganizationonboard.Recommendations:Basedonyouranalysis,providerecommendationsforimprovement,exploration,ordifferentapproaches.MARKETRESEARCH:UNDERSTANDINGTHEBIGGERPICTUREWhileunderstandingyourcompetitionisessential,itsequallyimportanttograspthebroadermarketdynamicsshapin
45、gyourindustry.Thisknowledgeensuresyourcontentisnotcreatedinisolation.CREATINGACONTENTMARKETINGSTRATEGY(CONT.)10LinkstoResourceCentersCompanyBlogandOtherContentPagesContentExamplesDifferentAssetTypesorFunnelStagesGeneralImpressionsContentThemesandTopicsContentTa
46、ggingStrategiesFunnelStageFocusMessagingandPositioningSpecificContentTakeawaysKeyDifferentiatorsMARKETRESEARCHFOCUSAREASConsiderthefollowingfocusareaswhenresearchingyourmarket:EmergingTrends:Identifyemergingtrendsinyourmarketthatyoucanleverageoraddress.MarketNeed
47、s:Determinethemostcriticalresourcesandinformationyourmarketrequires.CommonChallenges:Understandthefrequentchallengesyourmarketfacesandhowyourcontentcanprovidesolutions.BusinessGoals:Discovertheprimarygoalsthatbusinessesinyourmarketarestrivingtoachieve.DesiredBenefit
48、s:Determinethebenefitsthatinterestyourmarketthemost.Byconductingbothcompetitivecontentanalysisandmarketresearch,youcancraftaB2Bcontentstrategythatnotonlydistinguishesyoufromcompetitorsbutalsoresonatesdeeplywithyourtargetaudience.Thisholisticapproachensuresyour
49、contentisinformed,relevant,andeffectiveinachievingyourbusinessobjectives.4.IdentifycorethemesThisnextstepshouldbeeasy,especiallyafterdoingyourcompetitorandmarketresearch.Basedonwhatyoufind,condenseyourresearchinto3-4primarythemes.Thesethemeswillbethefoundationsf
50、orthenextfewmonthsofcontentdevelopment,soitsimportanttheyrenotonlyrelevanttoyourtargetaudiencebutthattheyalsofitwithinyouroverallcompanyvisionofthefuture.Itsalsoimportantthesethemesarenotsobroadthatanythingyoucreatecancoincidentallyfitwithinthem,butalson
51、ottoonarrowthatonlyveryspecificsubjectmattercanbeexplored.Strikingtherightbalancebetweenbreadthanddepthwillenableyourcontentmarketingprogramtoproviderealvalue,uniqueperspectives,andthoughtfulinsightsforyouraudiences.CREATINGACONTENTMARKETINGSTRATEGY(CONT.)115.Defi
52、nerelevanttopicsandformatsforeachbuyingcommitteemember,ateachcustomerstageYouvecometothepenultimatestageofcreatingyourcontentmarketingstrategy.Afteryouveidentifiedyourthemes,itstimetostartdefiningwhatrelatedtopicsandformatsyouwantyourcontentmarketingeffortst
53、oconsistof.Butnoteverytopicisrelevantforeverypersona.Andnoteverypersonaconsumescontentthesameway.Ifthesefactorsarenttakenintoconsideration,itsveryeasyforyourcontenttofallondeafears.Toaddresstheseveryimportantdifferencesamongstyourtargetsbuyingcommittees,noto
54、nlyshouldyoubeidentifyingtopicsandformatsforyourcontentmarketingprogramat-large,butyoushouldalsobemappingthoseideastoeachbuyingcommitteememberateachstageofyourcustomerlifecycle.6.Developacontent-drivencampaignNow,yourereadytostartbuildingyourcampaignplantha
55、twillshowcaseyourcontenttotheworld!(Afteryouvecreatedthecontent,ofcourse.)Everygreatcampaignbeginswithatheme,andfortunately,youvejustpinpointedsome!Tostartdevelopingyourcontent-drivencampaign,takeoneofyourcontentthemeswhicheveryouthinkwillbemostpertinentforyoura
56、udienceorwhicheveryouhavethemostcontentforandusethatthemetobuildouttherestofyourcampaign.Defineyourcampaigngoals,identifyyourtargetaudience,anddeterminehowlongyourcampaignwilllast.Basedonthatinformation,determinewhatchannelsyoullneed,whataudiencesapplytoeach
57、channel,andwhatcontentyouwanttofillthosechannels.Areyouusingemailtodrivemid-stageperformanceforbusinessdecisionmakersLinkedInadstodriveleadgenerationamongsttechnicalinfluencersRemarketingtoimproveconversionratesforexecutivesponsorsWhateveryourchannelsandaudienc
58、esare,youshouldhavethecontentyouneedtogetthejobdone.Ifyoudiscoveraneedformorecontenttobridgegapsoradapttomarketchanges,jotitdowninyourcontentmarketingstrategy.Next,followtheoutlinedstepsabove.Whenthetimecomestoreleasethecontenttothemarket,yourtaskbecome
59、ssmoother,enablingaquickerandmoreefficientcampaignlaunch.CREATINGACONTENTMARKETINGSTRATEGY(CONT.)12Creatingacontentmarketingstrategyisnosmalltask,norisitonethatsmeanttobeeasy,quick,orimmediate.Butitisanapproachthatenablesyourpipelineandorganizationat-largetogro
60、wwithpredictability,reliability,andconfidence.Anditensuresyouraudiencestaysfront-of-mindthroughthatgrowth.Youve:DefinedyourgoalsAuditedyourcontentAssessedthecompetitionandthemarketIdentifiedcorethemesDefinedrelevanttopicsandformatsforeachbuyingcommitteemember,atea
61、chcustomerstageanDevelopedacontent-drivencampaignWhilethese6stepstocreateacontentmarketingstrategycertainlydontaccountforanexhaustive,foolprooflist,theyshouldgiveyouthefoundationsandprinciplesyouneedtobuildyourowncontentmarketingengine.Andhopefullyonethathas
62、thepowertopropelyourorganizationforwardwellintothefuture.Onceyourcontentisexecuted,measuringkeyperformanceindicatorswillbeimportanttoseewhatsworkingandwhatsnot.Referbacktostep5ofyourcontentaudit.Whilethisguidedoesnotcoveranalyticsandreporting,thereisonemore
63、thingworthcoveringhere:Repurposing.EXECUTINGTHESTRATEGY13Contentissuchagoodinvestmentandgettingthemostfromisimportantnomatterthesizeofyourbudget.Itsnosurprisethatweallhavemoreworktodothantherearehoursintheday.Asmarketers,wemustcontinuallybringexcitingand
64、creativecontenttoaudiencesonaregularcadence,butwithourbusyschedules,itshardtodedicatetimetobrainstormingandcontentcreation.Luckily,contentrepurposingcanhelpusreducethatstresswhilepromotingvaluablecontentinnewformats.WHATISREPURPOSEDCONTENTRepurposingcontentisth
65、eactofrecyclingexistingcontentinnewformats.Forexample,convertinganoldblogonyourwebsiteintoaninfographic.Ifthecontentisslightlyold,thisisyourchancetoreformattheinformationyoucoveredinanewmediumandprovideupdatedinfoonthetopictomatchcurrentevents.Repurposed
66、contentshouldnotbeviewedascheatingthesysteminanyway,asyoustillneedtoupdatetheinfotoberelevantandgainnewtraction.Simplypostinganoldblogonsocialmediawithoutupdatingthecontentisnotrepurposingcontent.WHATCONTENTSHOULDBEREPURPOSEDStartwiththehighest-performin
67、gcontentpiecesyoudiscoveredinyourcontentaudit.Withthehelpofawell-definedMartechstack,wecanusedifferenttoolslikeaCMS(ContentManagementSystem)togatherinsightsonthehighest-performingcontentpiecesandlistthoseout.Somethingelsetoconsideriswhichformatsworkthebestwi
68、thyouraudiencedoyougetthemosttractiononblogpostsVideosWhitepapersCapitalizeonthehighest-performingformatsandrepurposeyourcontenttobeinlinewiththosemediums.Referbacktoyourauditresults.Consideraddingacolumntoyouauditspreadsheettoflagcontentthatisprimeforrep
69、urposing.Whenlookingatnewcontent,wewanttothinkabouthowthiscanberepurposedinthefuture.Long-formcontentlikereports,whitepapers,andsomeblogpostsoftencovermultipletopics.Insomecases,thesetopicsarementionedatahighlevelbutnevergointofurtherdetail.Thispresentsagreat
70、opportunitytoprovideseparatedeepdivesonspecificportionsofthoselong-formpieces.WHYYOUSHOULDREPURPOSECONTENT14HaveanoldresearchreportTakethetop4findingsandcreateblogsorshortvideosonthosefindingsindividually.Makesuretolinktheoriginalreportineachofthosenewco
71、ntentpiecestohelpwithcontentdistribution.Ifyourlineofworkdoesntinvolveresearchreports,tryconvertingaguideintoaninfographic.Visualizethestepsinyourguidetomakethecontenteasiertoconsume.Youcanalsopromotethatvisualacrossyoursocialmediaandstartnewconversationsin
72、thecommentsections.Thereareendlesspossibilitiesforrepurposingyourcontent.WHATARETHEBENEFITSOFREPURPOSINGCONTENTExpandyourreachEveryoneintakesknowledgedifferently.Ablogmaybeeasyforonepersontoreadandunderstandbutseeingthatcontentinvideoformatmayresonatebetter
73、withothers.Onlypresentingyourtopicinonemediumautomaticallylowersyourpotentialreachforthatcontentpiece.Youmightbewritingaboutaveryimportanttopicinyourfield,butmanypeoplemayglanceoveritorcompletelyignoreitsincetheyprefertoseethingsinaninfographicorvideoins
74、teadofablogpost.Meetyouraudiencespreferencesbyrepurposingyourcontentindifferentformatstoreachnewpeopleyouwouldhaveotherwisemissed.BetterSEOThebestwaytopromotekeywordsearchesistohavemultiplelinksconnectedtothem.Byhavingmultiplecontentpiecesconnectedtooneke
75、yword,youareabletoboostyourrankingonSERPwhichultimatelyresultsinmoreclicksandhigherwebsitetraffic.RemembertoStayConsistentAspreviouslymentioned,wedonothavetimetoconstantlybecreatingnewcontentweekafterweek.Somedays,wemayhaveterriblewritersblockandendupdeli
76、veringhalf-bakedcontent,orsomethingyouarenotsatisfiedwith.Weneverwanttopublishcontentforthesakeofnotmissingadayinyoureditorialcalendar.Allcontentshouldbehigh-qualityandpurposeful.WHYYOUSHOULDREPURPOSECONTENT(CONT.)15Withrepurposedcontent,youcanallowyourselfsome
77、breathingroomandsavesometimeonreformattingcontentyouvealreadywritten,insteadofcreatingsomethingbrandnew.Thisway,youcanstayonschedule,anddelivernewcontenttoyouraudience.Attheendoftheday,wewanttoprovideouraudienceswithinsightful,andhigh-valuecontent.Wehavetofa
78、cethefactsandrealizewedontalwayshavethetimeorenergytothinkofnewtopicsandideas.Fortunately,generativeAIishelpinguswiththisandcuttingdownwastedtimeby,atminimumhelpingusgetthat“firstshittydraft”.Whenfacingasimilarsituation,youcansavetimeandreachnewaudience
79、sbyrepurposingyourcontentinstead.YoucanevenaskChatGPT(orsimilar)torewriteyourcontenttochangeitup.Dontlookatrepurposingasareplacementfordevelopingnewcontentbutasasupplementtoyourexistingstrategy.Bringlifetoyourhigh-traffic,oldcontentandrepurposeitinanewforma
80、tfornewviewerstoenjoy.WHYYOUSHOULDREPURPOSECONTENT(CONT.)16Focusedonhelpingclientsdrivepredictablegrowthviaarevenue-responsiblefocus,HeinzMarketinghelpsB2Bmarketingteamselevatetheirimpactandcontributiontobusinessoutcomesthatmatter.HeinzMarketingsprovenPredictableP
81、ipelinemethodologyhasbeensuccessfullycustomizedandimplementedatcountlessorganizations,changingthetrajectoryofmarketingwork,careers,andlives.TheHeinzMarketingteamismadeupoffull-funnelexpertswhospeakthelanguageofsales,empoweringclientswithstrategyandtoolsforsuccess.C
82、ontactus:Learnmore:FollowusonLinkedInandInstagramIntodayssaturatedmarket,masteringtheartofstayingtopofmindandcreatingstandoutcontentiscrucialforconnectingwithprospects,regardlessofwheretheyareintheirbuyingjourney.Considerthisguideyouractionableroadmapforcon
83、tentthatdeliversresults.Withyourcontentstrategyasyourcompass,youveoutlinedgoals,conductedacontentaudit,andanalyzedthecompetition.Youveidentifiedcorethemesanddefinedrelevanttopicsandformatsforeachstageofthebuyingcommittee.Now,bothyournewandrepurposedcontentarepoisedtoresonatewithyouridealaudience,boostyourauthority,anddriveconversions.LookingtolearnmoreaboutenhancingyourmarketingstrategyCheckoutthisworkbookforcreatingapredictablepipelineandhittingrevenuegoalswithinyourorganization.WRAPPINGITUPABOUTHEINZMARKETING