Streamlining workflows to craft consistent, quality cross-functional content is just one more way to show customers why your organization is the best choice for their long-term business.
Influencing a savvy, educated B2B customer requires more than watchable, readable “stuff.” It takes cross-functional content that builds confidence in how an organization does business as a whole.
There’s a better shot at wooing a customer with content that reflects all perspectives of expertise available across all teams. A “one team mentality” approach to content creation makes it easier to generate simple, clear, consistent messaging that answers lots of customer questions, perhaps even before they ask them.
Does your marketing capture the customer perspective in a balanced way? Are there gaps in knowledge that potential clients can spot instantly? Do your teams collaborate on content must-haves to hit all the “hot buttons” along the buyer’s journey equally?
The answers to these questions matter more than ever in 2017 for one key reason—content collaboration is an asset AND a process. No one department can craft a well-rounded marketing campaign and meet all of the diverse needs and desires of a potential B2B customer.
This is the real power of cross-functional content.
Learn to Rock Cross-Functional Content With a Purposeful Workflow
While there are many approaches to improve content creation, the actual quest of the B2B marketer is to find a better way to herd cats (I mean streamline workflows). This simplifies the creation of cross-functional content while also targeting customer desires or challenges from every angle.
So, first things first – make sure teams have a purpose (content strategy) and incentive (simplify workflow) to come together, create and share what they know for the greater good.
Review How Current Content Is Consumed and What Assets Are in Play or Lacking
Building cross-functional content starts with generating useful content. Have a system in place to review marketing materials every three to 6 months and pair it with a content metrics dashboard that measures effectiveness based on specific criteria. When you see how individual pieces are performing, it clarifies what needs to be ditched, created or refreshed, and shapes a clear list of the content pillars requiring attention. It also clarifies if buyer personas are hitting the mark.
Audit Your Content—and Identify Resources to Create Content Pillars with a Cross-Functional Mindset
Is research required? Does an internal subject matter expert need to share their input? How easy is it to repurpose a particular asset into many forms like a blog post, email marketing or a video? All these questions can be clarified by an editorial board. An editorial board comprised of team leads helps manage the master asset list and offers unique input and resources to complete assignments.The board can also help organize content by sales funnel or sales goals. To make review simple, put documentation, content descriptions, and deadlines in a central repository or a master document shared between team leads. This allows specific teams to set their smaller set of deadlines and still hit the organization-wide goal for asset completion.
Source: Kapost blog