News & Views

Content strategy in five steps

Earlier this week fellow n/n Partner Lorraine and I gave a perhaps ambitiously titled talk at the American Chamber of Commerce in Hong Kong, “Everything You Always Wanted to Know about B2B Content Marketing”.

After we’d finished, a former journalist colleague approached me, perhaps remembering what we’d said about being careful with statistics, and said that although it didn’t quite deliver “everything”, it covered at least 84.6% of what he wanted to know. (Unfortunately he didn’t tell me what the missing 15.4% was…)

We’d be happy to share the entire talk of course (watch this space for a webinar) but one part in particular had most of the audience reaching for their smartphone cameras: this diagram, which set up the rest of the talk.

B2B Content Marketing Decision-Making Flowchart

This isn’t rocket science, but it bears repeating. If content marketers follow this flowchart – with each step ranked in order of priority – and get buy-in on each decision before they embark on a campaign, then they are much less likely to go wrong (in terms of strategy at least; as to actually producing quality content, that’s a different matter.)

Everything flows from the business aim of the campaign, whether this is broad brand-building at the top of the sales funnel, lead conversion at the bottom, or anything in between. That decided, the next most important decision is the audience: nowadays you can be very precise indeed about specific “personas” you might want to target and, of course, which channels are suited to reach them.

Only then should marketers think about the type of content to produce. Easier said than done, of course, but it’s crucial to remember that this is subordinate to those first three decision points. In our experience, content campaigns that don’t follow this decision-making hierarchy are far less likely to succeed.

This brings us to the last decision point: how will you define success? Since the commercial aims of a campaign may vary, so too do the means to measure ROI. There are hundreds of thousands of potential KPIs to choose from (not least metrics from social media) but this doesn’t make the job easier, since budget decision makers won’t be impressed with a disordered jumble of stats.

That makes it doubly important to agree on this in advance. Of course, you need the flexibility to adapt, especially in a long campaign. But getting stakeholders’ buy-in on all five points from the outset should get you at least, I estimate, 84.6% of the way to success.

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