Content creation is hard! It is never-ending and takes discipline.
Please know, you’re not alone – content development and content marketing is an ongoing struggle for most brands.
A Forrester Research study found “B2B content marketers are not only struggling mightily to produce content, but they are also woefully lacking in the ability to create content that resonates with their core audience as well.”
In fact, 87 percent of the marketers surveyed in their poll “find producing content that engages buyers to be a major challenge.”
“B2B content marketers are not only struggling mightily to produce content, but they are also woefully lacking in the ability to create content that resonates with their core audience as well.”
Organizations often lack a content creation process and that includes a content strategy. They struggle to identify compelling topics or underestimate the sheer volume of content needed – along with the amount of time needed to produce consistent, high-quality, strategically on point communications. When leveraged right, content is a valuable asset that contributes to building a brand since it holds the potential to emotionally connect an organization with its customer and thereby drive demand and propel business growth.
Do you have the right resources to support effective content development?
The number one mistake is not hiring a content creation agency and thinking a copywriter or a junior marketing associate can handle your content creation process. Sure, they might be great with creating one type of content, but B2B content marketing supporting a B2B company needs to range from brand level stories to interactive pieces and blog posts, along with social media.
A content creation agency offers a team of diverse writers capable of handling a range of writing needs, from high-level brand stories focused on storytelling to writers supporting the development of ebooks or product guides, and with industry-specific writers – those writing for financial services, health care, manufacturing or purpose-driven brands – to those focused on content establishing thought leadership. There should also be writers experienced with handling website copy. Each type of content requires a special skill with an understanding of the medium.
Where should teams start with planning for success with content creation?
-> Capture and leverage customer insights to drive content themes
-> Develop personas and map your customer’s journey
-> Develop a content creation process that includes strategy
-> Ensure the right team with diverse skills is ready to support content creation
-> Identify who internally – department, team or person – is responsible for content creation or management of your content creation agency
-> How will content meet the needs across the different stages of the journey? Is there a specific call-to-action (CTA)?
The content creation process and marketing requires expertise – that’s why we’re here to help to B2B companies. Contact us today!
About C.E.K. & Partners
C.E.K. & Partners is a woman-owned Atlanta marketing research and content creation agency. We handle content marketing.
Clients depend on us when they seek to capture data and insights through marketing research, develop a brand strategy, establish thought leadership and handle on-going content creation to support their lead generation and marketing.