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How to Achieve a Successful Content Development Campaign

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Posted by steve on September 10, 2011 at 7:17 pm

Content marketing has hit the B2B world by storm.  According to the report, “B2B Content Marketing: 2010 Benchmarks, Budgets, and Trends”, nine out of ten B2B marketers utilize some type of content marketing

So how can you easily kick off your content development efforts? 

If you are new to content marketing, it can feel overwhelming to think about where or how to start.  These 3 points should help clarify:

  1. Goals
  2. Ideas
  3. Resources

First, start off by mapping out your objectives.  What do you hope to attain with your content development work?  Get more traffic to your website?  Get more inbound leads?  Develop your company’s brand online? Build your company’s thought leadership?  It is vital to recognize your goals prior to implementing any content development initiatives so that you are FOCUSED on what is important to your company!  Be sure to retain your target audience in your mind when creating your goals.  That is the only way you can ensure higher levels of customer engagement

Second, start brainstorming several ideas.  Document a lengthy checklist of different content types.  If you need a good place to start, take a look at Joe Pulizzi and Jonathan Kranz’s Content Marketing Playbook for 42 content types. 

Third, examine your resources – people, time and money.   If you take a good look at your resources, it will help you to figure out precisely what you can do as a company.  It will also help to identify the gaps within your internal capabilities, so you know when and how you can use freelancers to enhance your marketing efforts. 

Hopefully these three actions make your content development efforts seem a little simpler. 

Amanda Maksymiw is a Marketing Associate at OpenView Labs.

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