Are we asking the right questions?
We have developed a pragmatic discussion guide to help set the stage for developing these content experiences. Our guide outlines core issues that modern B2B businesses should begin to discuss as they develop the right set of content creation approaches to deliver an interconnected network of content marketing experiences.
But first, we have to ensure we’re answering the right question. So, we start with an assumption that as a company we already have these content capabilities:
- We have great ideas/content with a differentiated point of view.
- We understand our audiences and know what “bespoke” looks like for an individual or group audience.
- We currently have a process for transforming ideas into content assets.
So, the question at hand isn’t how to come up with great ideas or even how to express them. It is, rather, how we can easily and rapidly create great new experiences that express these ideas in a differentiated, modern, and scaled way.
Put simply, B2B marketers should ask themselves this question: what gaps do we need to fill in order to deliver content experiences across a holistic but non-linear journey?
This is a critical point. Today, many B2B businesses seem stuck in a never-ending cycle of chasing shiny new technological needs to create better content experience silos, like websites, blogs, and yes, even PDF files. In our work and research over the last decade, it has been common to see multiple content technology solutions managing data, activating digital content, serving up bespoke versions, and measuring the consumption of these various experiences at disparate parts of the journey.
Instead of each marketing group trying to create granular campaign-focused assets for every micro-decision in a buyer’s journey, businesses should develop a process for creating a network of contextually connected experiences that help to orchestrate the major steps of the buyer’s journey?