This week, OpenView published the beta version of it’s new resource, “It Takes a Content Factory! A Guide to Creating and Delivering the Content Your Company Needs to Attract and Retain Great Customers.” The nearly 100-page guide compiles all of the firm’s best practices in content marketing.
Specifically, the guide covers several main points, which are outlined below. But before I get to them, however, the most important point to note is that this is a draft eBook and we are in fact looking for feedback about it. Please take a look at it and share your constructive feedback in the comments section. We’d really appreciate it!
Ok, so if you check out the eBook you will learn how to:
- Develop a strategy to align your content with your buyers and drive the array of conversions necessary to reach a sale. That process starts with getting sharply focused on who your target buyers are and developing a deep understanding of them and their buyer journeys. It also entails establishing the right conversion goals, determining how to create content that will drive those conversions, and finding the right points of contact for delivering it.
- Assemble the team you need to operate your content factory. That includes the most important role for running a content factory — a managing editor — as well as content creators and distributors. You will also learn how you can leverage freelancers, industry influencers, and even your co-workers to help augment your team.
- Produce high-quality content that is optimized to get the greatest return on investment. Every piece of B2B content needs five essential characteristics to be effective. You will find out, for example, how to optimize your content for search engines and to demonstrate your deep understanding of your buyers. You will also learn how to create content that aligns with your company’s brand aspirations, triggers conversions, and goes viral.
- Deliver your content using a combination of vehicles and programs to ensure maximum amplification. Every time you deliver a piece of content it is an opportunity to make contact with your buyers. Doing so effectively requires a well-orchestrated and systematic approach that takes a variety of delivery vehicles and programs into consideration.
- Maximize conversions. The point of building a content factory is to create content that will drive a series of conversions that ultimately result in a sale. That’s no small feat and takes careful consideration. You will learn some of the best practices you can start using to begin getting more conversions.
- Manage, measure, and continuously improve your content factory. Running a successful content factory hinges on your ability to establish a consistent content rhythm, having the right tools in place, carefully measuring your performance, and taking the time for regular retrospective meetings to analyze your results so that you can make meaningful adjustments.
- Get started right away. Find out how to implement a quick and easy five-day plan to start bringing your content factory to life.
The plan is to formally publish this piece in the coming weeks and I’d love to be able to get your feedback on it before we do! Please take a look at “It Takes a Content Factory!” and leave your comments either on this page or on the main landing page. You can also e-mail me your thoughts at firstname.lastname@example.org.