Using Content as the New Demand Strategy
How do you build a high-performing content marketing strategy from scratch? And how can you use content as a pillar in your demand generation strategy?
Mark Huber, Metadata’s Director of Growth, uncovers the cheat codes for building a successful content marketing engine from three content trailblazers.
📣 Panelists include:
- Devin Reed, Head of Content Strategy, Gong
- Erin Balsa, Marketing Director, The Predictive Index
- Camille Trent, Head of Content, Dooly
Listen to find out how these content marketing leaders built their teams and developed effective content strategies, and get their insights on measuring content success and the future of content marketing.
⚡️ Three top takeaways:
Takeaway 1: Drive demand with LinkedIn
LinkedIn can be a powerful tool for driving demand – if you have the audience. To expand your reach organically on the platform and build that high-value person-to-person connection, an effective LinkedIn strategy starts with exactly that. People.
Devin Reed suggests using both company and personal accounts to build a following on LinkedIn. By combining your company’s social strategy with posts and shares from your team, you’re rapidly expanding your reach, building interest, and making stronger connections outside of your usual circle. But how do you encourage your team to get involved?
Empowering your team with content is one way. Devin recommends creating content that your team will want to share. But he also advises educating your team about LinkedIn and your strategies for the platform. Keeping your team informed is a great way to get them to engage with the strategy and be more motivated to share and post their own content.
Takeaway 2: Use goals to measure content success
It’s one thing to create and share content, but understanding how successful it is can help you shape your future content marketing strategy. For The Predictive Index, measuring content success starts with setting goals that are aligned with the business. Erin Balsa relies heavily on the relationship between her content team and revenue operations team to understand how successful their content is as it relates to revenue goals.
In a practical sense, this means building out dashboards so that both teams can clearly see how content is affecting KPIs and then being in a state of constant communication. Measuring content success is not a set-it-and-forget-it-thing. It’s about closely monitoring the data and understanding what data you need to look at next. Then you can use the information to move your strategy forward.
Takeaway 3: Scale your content creation when the time is right
When you get going with a content marketing strategy, you might start thinking about scaling. But Camille cautions against jumping in with both feet. Getting your foundations right first is exceptionally important. If you scale too soon, it may result in scaling issues, not wins.
If your content marketing strategy is working well and you’re prepared to scale your content, generating new ideas is the first hurdle. Your team – and other teams within your organization – are an excellent source of content ideas just waiting to be tapped. Some initiatives you can run to get people thinking and sharing their content ideas include: hosting a brainstorming meeting, creating a collective ideas board that anyone can contribute to, sharing a content ideas form.
One thing to consider is that not everyone will want to share their ideas in the same way. A ten-minute brainstorming session, for example, may not be the best way for everyone to share their ideas comfortably. So think about how you can empower everyone to contribute.
Camille reveals the quick and easy way early-stage companies can build out their content library by efficiently maximizing existing content.