6 Roles You Need for Successful B2B Content Marketing2. This excerpt is a great example of the “full funnel” approach this book takes—encouraging B2B marketers to proactively address strategies and tactics throughout the sales process, not just the “top half” that marketing has traditionally owned. As the function and importance of content marketing increases for B2B companies, organization of that effort has picked up speed as well. But today’s B2B content marketing needs so much more than that. In other cases, roles might be managed by multiple people. Strategist Someone needs to develop, manage, and optimize the content program overall. Managing Editor This role translates the customer insight and objectives into an editorial calendar that directs premeditated, near-term content development and accounts for immediate, real-time reactive content opportunities. This role manages the overall editorial tone, output, and direction of the content. Even with a small content marketing effort, this role is typically played by multiple contributors—writers, videographers, designers, etc. This role is all about traffic.
Below is an excerpt from the new book Full Funnel Marketing by Matt
Heinz and his excellent Heinz Marketing team. This excerpt is a
great example of the “full funnel” approach this book
takes—encouraging B2B marketers to proactively address strategies
and tactics throughout the sales process, not just the “top half”
that marketing has traditionally owned. If you like what you read,
you can get a free complete
copy of the book here.
As the function and importance of content marketing increases
for B2B companies, organization of that effort has picked up speed
as well. Many companies are developing entire, internal “newsrooms”
that effectively mimic the organization, cadence, and efficiency of
professional journalism environments.
But
today’s B2B content marketing needs so much more than that. It
happens faster, and requires far more work post-publication to
maximize impact, conversion, and shelf-life.
To be successful in content marketing, you need at
minimum six roles. (highlight to tweet) These roles don’t
need to be owned by five distinct people. In some cases, one person
may own multiple roles. In other cases, roles might be managed by
multiple people.
But no matter how you organize and execute, make sure these
functions are understood and filled.
1. Voice of the Customer
It’s near impossible to create an effective content marketing
program without injecting every level of effort with your
customer’s point of view. This includes up-front input
into your editorial calendar, an understanding of what formats and
channels your target customers prefer,…
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