Digital marketers contend with two challenges every day: how to share relevant content and messaging with customers, and how to find the right piece of “content gold” in the digital archives to convert them.
When you can quickly find content that fills a customer need at a key step in the buyer’s journey, you feel like a content all-star. But what if you could feel that way all the time? Better yet, what if everyone within a B2B organization could feel that way?
It’s possible, starting with a skill that doesn’t seem like a power-play at all—and is as simple as digital content organization.
A Digital Marketer’s Paradise: Making Internal Content Easy to Find, Relevant, and Trackable
Simplifying complex content streams isn’t always simple—at first. It requires digital marketers to examine, tag, and qualify the vast amount of content at their disposal and find the best ways and times to leverage it within the buyer’s journey.
Within B2B organizations 65% of content goes unused, which means there’s a lot effort, time, and resources going into the development of content without a clear purpose, and it’s not easy for internal teams to find and use it.
RELATED CONTENT: Your Guide to Building an Internal Content Repository
Here are 3 ways to become a content all-star and turn digital marketing chaos into revenue dollars instead.
1. Create a simple, centralized, easily accessible content repository.
Content created with a “silo” mentality is ineffective at best. There’s no clear way for teams to know which types of digital marketing content or messaging are available, or what other teams have created to fill a specific void in the sales pipeline.
Digital marketers need one content repository that’s easy to access and navigate. The design of the user interface is key to providing true value for internal teams, so it’s essential for management to interview each team about the current state of content usage, including:
- Where content is stored
- Workflow
- Specific content needs along the buyer’s journey
- What’s currently working/not working
Details on workflow from each team provide insight on the type of system that will work for your specific business, and will help teams to collaborate and create one clear “story arc” for the buyer’s journey.
2. Always remember relevant content is king.
Internal teams rely on content to build buyer and customer engagement at early, late, and post-sale stages of the customer journey. Digital assets help sales and customer success teams establish a level of authority while also building trusting relationships with prospective or current clients.
However, the sales team is not always clear on how a certain digital marketing piece is relevant to a specific part of the sales pipeline. Aside from having a central location for all digital assets, it’s also essential to have a review process to determine what content goes into it.
How digital marketers win at internal content sharing: tag content based on campaign, sales stage, or persona
Ask sales representatives, marketing, customer service representatives, and other relevant internal teams to choose their top content pieces and tag them with keywords as they relate to specific buyer personas, a certain step in the sales pipeline, or the pain point it solves for a customer. Vote on the most relevant keywords or themes and create a simple user guide for internal stakeholders to find digital marketing content pieces with ease. For example, tag content based on specific objectives such as campaign, sales stage, persona, and asset type.
3. Track content potency.
Think of every division of your organization as a distribution channel. Internal teams use content to communicate through one-on-one channels such as email, offering content to meet the specific needs of individuals based on their role, sales stage, product use case, and interests. By tracking the way internal teams consume and distribute content, assets can be optimized for better targeting and results.
To gauge if digital marketing content serves the needs of internal teams, you need to benchmark and track:
- How much of the content is used by internal teams
- If teams use content to drive engagement both internally and externally
- What kind of buyer engagement is being facilitated as a result of internal content shares
- Content gaps and how are they being addressed
When there is a clear sense of “content potency”, digital marketers can make quick decisions on content sharing and easily select key pieces that have the power to convert.
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Creating purposeful content, sharing it internally, and tracking its performance are key to reaching content all-star status as a digital marketer. Are you on your way?