The content creation process for B2B marketers is a time-consuming and messy affair. From coming up with ideas and drafting copy to approvals and publishing, the process can be fraught with challenges. There are so many moving parts that it can be difficult to keep track of everything, let alone produce quality content, on a regular basis. Have you been having trouble matching the demand for fresh, high-quality content that your prospects will appreciate? Whether it’s for your website, blog, or social media channels, creating relevant and consistent content needs to be addressed. The Chief Marketing Officer (CMO) faces many challenges, but content creation doesn’t have to be one of them.
If you’re struggling with content creation, you’re not alone. In fact, according to a survey by Content Marketing Institute, 58% of B2B marketers say they find it difficult to produce engaging content. So, what are some of the challenges that make content creation so difficult? And what are some possible solutions? Keep reading to find out.
Irrelevant, Inconsistent marketing Content
Any B2B marketer worth their salt knows that long-form content is essential for driving pipeline and ultimately revenue. However, today’s B2B content creation process is slow and painful, with inconsistent messaging, indifferent positioning, and inefficient production. Budgets are wasted on marketing assets that lack impact. To be successful, content creation needs to be targeted, with contextual industry and persona messaging. The answer lies in understanding the three key components of long-form content creation: messaging, positioning, and production.
Messaging is the foundation of any long-form piece of content. It should be clear, consistent, and aligned with your overall marketing strategy. Positioning is what sets your content apart from the rest. It should be differentiated and relevant to your target audience. And finally, production should be efficient and streamlined, so that you can get your content out there quickly and efficiently.
Creating compelling content quickly
First, focus on creating targeted content. Determine who your target audience is. Sit down and be honest rather than saying “Everyone!” Even if you do address a broad market, look at your most successful market segments or where you would like to gain market share. Then target those segments or personas. Next research the appropriate industries and personas to discover their challenges, goals, and needs. It’s only then that you can create compelling content that is specifically tailored to attract their attention. Doing this will make sure that your content is more relevant and useful to your target audience.
Second, make sure that your messaging is consistent. Every piece of content should reinforce your brand identity and key messages. You should start with a corporate messaging platform and then create campaign or product messaging platforms that are aligned with your corporate messaging. The campaign messaging platform provides a foundation for all assets created. This will help establish a strong and cohesive brand that your target audience can easily connect with.
Next, streamline your production process to make it more efficient. This will include things like setting clear goals for each piece of content and creating templates or style guides. Another way to streamline the content creation process is to repurpose content. If you have an article that does well, consider turning it into a blog post or creating an infographic from it. Repurposing will allow you to get more mileage out of your content and save you time in the long run.
Another important aspect of content marketing efficiency is automation. Automating repetitive tasks can free up time for team members to focus on more strategic initiatives. For example, consider using an editorial calendar to schedule and publish content, or using a tool like Hootsuite to help with social media management. By finding ways to automate and streamline the content creation process, marketers can be more efficient and productive.
Finally, one of the most important aspects of content marketing is collaboration. After all, it takes a village to create high-quality, engaging content. However, collaborating on content can often be a challenge, especially when team members are located in different parts of the world and working from home, which is now the norm. That’s why it’s important to find ways to collaborate effectively, whether it’s through using project management tools or simply holding regular video conferences.
Smarter Content, Faster Revenue
These are a few things that CMOs can do to address the challenges above and make the content creation process easier. An all-in-one way is to use Zasta where you can go from 0-90 in one click. Zasta is a unique content marketing platform that enables faster content creation with pre-built, intelligent frameworks. Marketing teams can create content more quickly and efficiently. Unlike any other software, Zasta enhances content targeting with contextual industry and persona messaging. Content created is then relevant and targeted to the right audience. And finally, Zasta content is consistent with branding across all channels. Your team won’t go rogue with corporate messaging at their fingertips.
With Zasta, a CMO can enable their team to create better-targeted content more quickly, efficiently, and consistently. This platform is the perfect solution for content creation challenges. So, if you’re a CMO struggling with content creation, give Zasta a try. You won’t be disappointed with “Smarter Content and Faster Revenue”.