Define Your Enterprise-wide Content Use Case Requirements


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Click for larger view — See video version below

The objective of a content publishing operations model is to optimize all key content elements. We’ve identified seven specifically.

All fit under the grand objectives of optimizing content outputs and outcomes from content investments — including resources, time and effort. In the vernacular, we’re all trying to do more with less.

Pre-Produce Content

A key principle of our content publishing process is to pre-produce content so it is available the instant it is required. This sharpens the rhetoric of “delivering the right content, to the right audiences, the right way at the right time.” The right time is always NOW.

The implications for annual planning and budgeting going on right now are significant. So too for new product introductions, marketing automation based nurturing campaigns, social selling and marketing initiatives, as well as support for channel content requirements.

At any given time: on your website, your email campaigns, and in sales conversations (hopefully) are buyers who represent ALL PRIMARY POINTS on your content requirements map. They are interested in every key problem/need/pain or issue your problem addresses. They represent each key stakeholder, at every buying stage. They represent each vertical you sell to. (See Relevance map)

Your buyers have every question you identified in your persona work. And they prefer each type of content format. Not just at specific buying stages. At every stage across the buying continuum short form text, deeper explanations, checklists and guides, visual and video formats are desired by some audiences.

You can’t do it all you say? Of course. And that’s the point. How do you decide?

Currently, in most organizations, marketing and sales content decisions are made by individuals responsible for individual tactics, within siloed groups throughout the organization. This is not a strategic consideration, merely support for a tactic.

Whether this occurs in your organization as individual bias, squeaky wheel syndrome, or an “important request” from a key executive, or simply what time and resources permit, without a visual map of the overall requirements for review, prioritization and decision making, this behavior won’t change.

So there is no group level content strategy, to say nothing of an enterprise-wide content strategy. And how well are your inside selling teams or sales channel partners “enabled” with your content? OK, enough said.

B2B Marketing and Sales Content Requirements Map

We have found the following content use case requirements model to be a useful tool in our content strategy to execution work with clients.

The video below will step you through a deeper explanation. But as you listen, ask yourself “what parts of this do I NOT need?” You will, of course, have those. What you might realize, depending on your go-to-customer strategy, personas and buying process analysis, is how much you really do require.

In subsequent posts we will discuss execution approaches and techniques to accomplish these objectives. We will also explain in greater detail the implications and use of Core vs. Extension content elements.

Republished with author's permission from original post.

Jim Burns
Jim Burns is founder and CEO of Avitage, which provides content marketing services in support of lead management and sales enablement programs.


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