Content marketing is all about attracting engaging with & converting the prospects by engaging with them at the right time, on the most suitable platforms across the web. If everything goes spot-on, the process culminates with clinching of sales. But that’s not what content marketing is all about. Content marketing is also an impeccable tool to promote brand resonance & reflect on the value proposition of products and services – helping customer retention, besides acquisition.
In order to scale up your sales ROI & provide constantly engaging high-quality content, your content marketing needs to be strategic & S-M-A-R-T (Specific, Measurable, Achievable, Realistic & Timely). This is where the idea of an efficient content pipeline comes to picture.
Content pipeline is the structured indexing of all the information required to execute a highly effective content marketing strategy, to publish quality content at a high frequency. An efficient content pipeline management is about figuring out your ideal persona, creating content relevant to your prospects & customers, & promoting & optimizing the pieces of content for search.
Content marketing is about marketing with commitment & marketers need to understand how different contraptions of a content pipeline fit & work together as was quoted by Joe Pulizzi, Founder, Content Marketing Institute:
“Content marketing comes down to commitment. There’s no halfway. You’re either in or you’re out.”
For the optimization of the content pipeline framework, marketers need to properly visualize it. The content pipeline can be broadly visualized at preparation, production & publication stages (the 3 P’s of Content Marketing).
Steps to Creating an Efficient Content Pipeline
A content pipeline is a linear & simple way to understand the content consumption habits of your prospects at each stage of their buying process, which helps you keep an eye on your prospective buyers & prioritize their content consumption habits to tactfully guide them in their buying process.
Having a content pipeline helps you:
- Easily track all your leads & their content consumption habits
- Fix the loopholes in your content strategy by prioritizing the pieces of content preferred by your audiences
- Selling Systematically
- Diversifying your content as per the users’ preferences
- Optimize the ROI from your content marketing endeavors
- Integrating your content marketing with other marketing endeavors so as to form an integrated marketing strategy.
The following are some tips to help marketers make an efficient content pipeline to scale-up their sales revenues:
1. Defining Your Buyer Persona & Figuring out Their Pain-Points:
The very inception of Content marketing starts with understanding the niche. Marketers need to research their niche & accordingly, figure-out their ideal personas. Persona discovery is all about researching the pain-points of the prospective customers & inspecting whether you have the products or services at dispense to suffice their requirements.
Targeting & hyper-targeting of the prospects can be done based on their demographics, firmographic, psychographic & technographic insights & can be further refined by implementing intent-data & ‘fit-data’.
According to American-Canadian public speaker Brain Tracy, marketers should, “Approach each customer with the idea of helping him or her solve a problem or achieve a goal, not of selling a product or service.”
A major part of prospecting involves gathering data or hypotheses about audience interests and needs & optimizing the data-driven insights by serving the prospects with the right pieces of content at the right time.
2. Determine Mediums & Test your Content Ideas:
The marketers need to determine what the best way to reach their target audience is. Depending on your niche your target social platforms may be on several channels across the web. Facebook, Instagram, LinkedIn, Twitter are some of the most common platforms where your ideal persona resides.
Marketers need to continuously test-run & optimize their content strategy on diverse social media platforms. They must also competitively benchmark their content strategy from time to time.
3. Stick to an Agile Content Strategy:
Adapt to agile ways of content creation to deliver pieces of content faster, to test-run them in real-time & optimize them to deliver high-value content. Making the entire process of content creation, submission & editing agile help marketers to carry on with effective ideas & replace the no-so-effective ones to optimize the content pipeline & content strategy as a whole.
According to Kristina Halvorson, Founder & CEO, Brain Traffic & Author of Content Strategy for the web, “High – quality web content that’s useful, usable, and enjoyable is one of the greatest competitive advantages that you can create for yourself online.”
Content should also be repurposed. There are lots of creative ways to repurpose content which results in an efficient content pipeline & yields maximum return from every single piece of content that is created.
Read more on 5 Ways to Repurpose Content in B2B Marketing
4. Mind the Frequency of Your Content Posting:
Marketers should research about the optimal frequency for posting on different platforms. For example, your frequency to post on social media platforms will be different from the frequency you post the blogs on your website. Again, you should research how often & when you should publish your blogs.
5. Automate Your Content Distribution & Frequently Analyze Your Content Pipeline:
Once the content has been created, marketers need to distribute it across all the social platforms & across the web. Social listening tools such as Loomly, Hootsuite & Buffer can be used to publish content in alignment with your predetermined schedule. Furthermore, special impetus needs to be given to defining the Key Performance Indicators (KPIs) to quantitatively & quantitatively assess & optimize the content pipelines.
Wrapping Things Up
Forming an efficient & high-revenue yielding content pipeline is a constant experimentation & optimization process. You need to foresee buyers’ interests before your competitors & provide them with the very best content to win-over their loyalty & build long-lasting relationships with them. Multivariate testing of content strategy, its implementation & optimization are frequent norms for designing an efficient content pipeline. These processes are as basic as cleaning & repeating experiments in a wet lab. Marketers need to continuously monitor & justify how a particular piece of content can be optimally used to reflect brands’ vision as well as the value proposition of their goods & services.
An efficient content pipeline is an ultimate secret to ensure uniform content distribution, customer success & customer engagement all of which bear a direct correlation to bolstering your sales ROI.
Valasys Media helps B2B marketers optimize their marketing strategies by deploying services such as lead generation, account-based marketing, lead nurturing, event promotion services, list building services & content syndication services.
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Contact us for any help with curating an efficient content pipeline or for optimizing your marketing endeavors as a whole towards your core business bottom-lines.