CMOs should up their game in content creation process if they want their brands to continue to hold onto their positions in today’s competitive marketplace.
2020 and 2021 saw some drastic changes in providing content to prospects and customers in recent years. From creating consistent content across a variety of touch-points to ensuring adjusting the content as per the changing moods of the customers, the last two years pushed B2B brands over the edge. However, there is still considerable room for improvement for them to up their B2B content for enhancing the buyer journey and customer experience. In fact, as per Radix Communication’s “Report: Barriers to great B2B content,” 68% of B2B marketers are not proud of their content. Hence, it is crucial for CMOs to identify the areas that are preventing their marketers from creating better content. They should collaborate with their marketers to understand their frustrations and confusion and create better strategies accordingly. Here are five areas CMOs can assist their B2B marketers to focus on in 2022 to improve their content capabilities:
Prioritizing content for not only new but existing customers
Many CMOs are still focusing on improving the buyer journey and creating new customer acquisition strategies. But as per industry experts, most of the B2B customer revenues are influenced by existing customers rather than new ones. Hence, as B2B marketers prepare their content plan and strategies for 2022, they should maintain the equation of investment in content creation to attract net-new customers with content that drives customer engagement and retention. They should continually audit their content to identify where it is and isn’t meeting customer needs across all phases of the buyer journey and post-sale customer lifecycle.
Leaving outdated content production practices
As content delivery and consumption continues to evolve, it is crucial that B2B marketers leave behind their outdated content processes and technology. They should incorporate new approaches that leverage modular content, artificial intelligence and automation. Moreover, they should explore where these approaches to content production and promotion can help them to improve the scale, efficiency and effectiveness of the content engine.
Filling any gaps in the omnichannel content activation
Instead of taking actions towards omni-channel activation, B2B marketers still heavily rely on paid, outbound promotion. They fail to emphasize the importance of owned and earned activities to produce organic, inbound engagement. Also, B2B marketers neglect to activate content with sales, support, partners as well as the extended employee base. Hence, B2B marketers should shift to omnichannel activation from the present’ pushing and pulling content through isolated outbound and inbound strategies to sensing behavioral signals and responding accordingly with the right content, at the right place and right time.
Enhance content intelligence
Operating in silos and limitations in the ecosystem, prevent B2B marketers from identifying correct metrics to analyze content performance and thus result in weak content metrics. Additionally, immature taxonomy and tagging practices also contribute to low content IQ. Hence, CMOs should help B2B marketers’ content intelligence challenges by identifying ways to gather meaningful insights. This will enable them to make data-driven content investment decisions and achieve high-performing content engines.
As the content process continues to evolve along with changing preferences of B2B customers, CMOs should lend their support and expertise to B2B marketers should identify better ways such as above to enhance their customers’ buying journey and overall customer experience.
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