Unify Your Campaign with a Strong Content Strategy
When you create materials to launch a lead generation campaign, ask yourself the following:
1. Is there a unified theme that runs through your promotional content? Can a user tell that each piece of content is part of a greater whole?
2. If your content is meant to be viewed in one place - such as on a Microsite or Branded Landing Zone - have you created it so that each asset tells a part of the "story" of your product or offering?
3. Have you created content that fulfills user needs regardless of where they are in their buying process? Does your content include varying degrees of technical and practical information for your users?
Your content is the engine that drives your campaign - and when marketing B2B technology, you need to provide users with a comprehensive array of assets that explain what you have to offer, what problems your offer solves, and why the user needs your offer.
While it may be difficult to create content that reaches Evaluators looking at the technical side of products, Recommendors looking at lots of different products, and Decision Makers looking at the fiscal side of products, you have to reach them all - and their coworkers!
Map out your content strategy before you begin creating white papers, podcasts and case studies. Start with the story of your product or offer and than decide who needs to hear it and how each player in the IT buying process is best reached, and when.
Remember, the IT buying process is long and involves multiple people for a reason - your users are looking to purchase expensive solutions that will solve their long-term business needs. At the end of the day, your content plays a tremendous role in getting your products and offerings sold - the least you can do is make sure it meets your users' needs.