[This is part 3 of the blog series, “The Value of an Always-On Content Strategy in Industrial B2B Marketing.”
“How do I get the most for my money?”
It doesn’t matter if it’s a marketing budget or a new car, everybody wants to get value for their spend. We understand the long-term impact of an Always-On Content Strategy, which consistently produces non-salesy, educational content throughout the year.
But that translates into creating a lot of content. So the big question becomes: how can you produce content efficiently to get the most out of your marketing dollars?
Content Calendars: A Marketer’s Best Friend
Content calendars help you see the bigger picture and stay organized, consistent, and efficient.
You understand how Always-On Content fits into your entire marketing plan, which helps you avoid those dreaded random acts of marketing.
For example, with a content calendar, you can see the timing of:
- Trade shows you’re attending
- New product launches
- Product or market campaigns
Seeing how all the pieces fit together lightens the burden of figuring out how Always-On Content topics align with your holistic marketing plan.
Slice and Dice Bigger Content Pieces Into “Compounding Content”
With a content calendar in place, you can see more clearly how to turn a long-form piece (your Crown Jewel Content) into A LOT of content. This “compounding content” gives you more assets to play with and, more importantly, helps you get more for your marketing dollar.
Here’s one example of “slice and dice” in action:
Because you’ve done the legwork upfront via a content calendar, you know that Topic 1 from the Crown Jewel Content piece could easily be turned into two infographics, three blogs, and several social media posts.
You just put your content production into overdrive without creating excess waste.
Want Electric (and Efficient) Content Production? Plan a Lightning Strike
You get much more from your SME’s time when you know what you’re creating (content calendar) and how to turn their insights into a ton of different assets (slice and dice).
With that handy content calendar, you know what delicious dishes you’re making, you just need experts to help get you the ingredients.
That’s when you can plan around a “lightning strike.”
Whether it’s a trade show, content summit, sales kickoff, or some other event, you have key people under one roof to collect all the information you need.
The results? It starts raining content.
Key Takeaways
- Content calendars help you see the whole chessboard
- This helps you turn a big piece of content into a lot of smaller pieces
- You can schedule around an event when key people will be in the same place
- Your content plan gets you the most for your marketing spend
Resources
- (Free Guide) Always-On Content: A Guide to Build Trust and Drive Engagement
- (Free Guide) Always-On Content: Guide to Answering Questions & Objections
- (Blog) What Does an Always-On Content Strategy Look Like in Industrial B2B Marketing?
- (Blog) Why Is an Always-On Content Strategy Worth an Investment for Industrial B2B Brands?
Have Questions? Reach Out to These Guys:
Eric Hirth, Vice President of Content, [email protected]
Pat Turner, Social Media Manager, [email protected]
Jesse Severson, Content Marketing Manager, [email protected]