[This is part 1 of the blog series, “The Value of an Always-On Content Strategy in Industrial B2B Marketing.”
No moment is more important in marketing than when strategy hands the baton to execution.
There is long-term value in an Always-On content strategy, which consistently produces non-salesy, educational content throughout the year.
But what does execution look like?
What type of content is created? Where will it live? How will it be distributed? And most importantly, what role does Always-On Content have in a holistic marketing plan?
What Content Are We Creating? What Will It Look Like? Distribution?
It’s not enough to create content just for content’s sake. It needs to be thought out, well-researched, and answer questions in an approachable way. In short, it needs to be good.
Here are some examples of content types and distribution to include in your Always-On Content plan:
Educational Content: These are your Crown Jewel Content pieces (educational guides, trends reports, visually driven white papers, etc.). They should be jam-packed with good information but still be easy on the eyes. A dynamite writer/designer tag team is key to accomplishing this.
Educational Hub Pages: Your content has to live somewhere, right? Instead of burying it in the Blog section of your website, design and develop a beautiful hub page.
When you consistently update this page with new content (long-forms, blogs, videos, etc.), it will become a destination page your audience is more likely to bookmark.
Educational Newsletters: Yeah, there are a lot of newsletters out there. However, if your educational newsletter finds its niche, stays focused, and provides actual value, people will open and they will engage.
Non-Product Advertising: You created a kick-ass piece of educational content, so why not expand its reach? Because most of your audience isn’t looking to buy right now, running ads that promote your Crown Jewel Content attracts your entire audience.
SME-Generated Content: Short video clips featuring your company’s subject matter experts (SMEs) sharing their insights on a common industry problem are an easy way to level up your organization’s status. Your company has a golden reputation and now your people do too.
What Role Does Always-On Content Play in an Overall Marketing Plan?
Well-executed Always-On Content should accomplish three things:
- Addresses what your audience wants
- Fits your overall business objective
- Can be produced efficiently
When it comes to your overall business objectives, Always-On Content should fit with your “regularly scheduled” marketing, such as a new product launch or lead gen campaign.
Yes, Always-On Content builds a library of evergreen content that’s just as relevant today as it will be years from now. But Always-On Content and Time-Specific Campaigns are not untouchable parallel lines:
Your Always-On Content can include topics relevant to that industry or product campaign and give you more thought leadership to include in those campaigns.
Key Takeaways
- Always-On Content needs to be good, which means all departments working together
- Always-On Content should address what your audience wants, fit your overall business objectives, and be produced efficiently
- Always-On Content is a perfect complement to product- or industry-specific campaigns
Resources
- (Free Guide) Always-On Content: A Guide to Build Trust and Drive Engagement
- (Free Guide) Always-On Content: Guide to Answering Questions & Objections
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]