Three considerations for your b2b content marketing in 2013…

According to a survey conducted by the Content Marketing Institute, professional service providers have significantly increased time and dollars spent on content marketing. Marketing teams are now asked to create high volume, high variety, high value and compelling content – on a daily, if not hourly, basis. Three considerations for your content marketing in 2013:

  • Thought Leadership. In recent years, the desire to demonstrate thought leadership has become a goal for professional service providers, but it’s typically random at best. Consider guiding your firm’s thought leadership by instituting a more structured approach for 2013. Think about tying together overarching “client-minded” themes and thought-provoking ideas – across your organization and practice groups, leveraging multiple distribution channels – social media, blogs, presentations, conferences, webinars, etc.
  • Publisher Mentality. Keeping up with content demands takes a mobile casino more organized approach. Consider creating editorial calendars to plan your content creation needs and set up and use tools to help you manage the editorial process. If your budget allows, hire or contract with people who can provide more dedicated attention to content creation – managing the process for you.
  • Repurpose Content. White papers and reports have been the mainstay for content marketing, but nowadays people prefer to consume information in smaller, easily digestible chunks. I don’t recommend moving away from white papers or reports – but consider repurposing this information, pulling out bits and pieces for blogs and emails and social media. Consider creating a content database where topics or ideas can be stored and easily accessed, repurposed into different uses, such as blog posts, social media posts, email campaigns, articles, conferences, interviews, and presentations.