OpenView’s New Guide Explains How to Build a Content Factory
A few weeks back, I wrote a blog post asking for your feedback on a draft of OpenView’s new content marketing guide. I got some great input, which I incorporated, and am now proud to be officially publishing the completed piece this week.
Although I’m not a fan of shameless self-promotion, I hope that you will indulge me for a moment and let me tell you a little bit about why you should download a free copy of “It Takes a Content Factory!” your comprehensive guide to creating and delivering the content companies need to attract and retain great customers.
Written for novice and advanced content marketers alike, the guide is a compilation of all of the content marketing best practices that we have learned building our own in-house content factory at OpenView and working with our more than 20 portfolio companies around the country to help them build theirs. If you know anything about OpenView, you know that we have a deep commitment to content marketing. From our thousands of blog posts to our daily articles and array of videos, podcasts, reports, case studies, infographics, and eBooks, we publish a ton of content all in the name of helping our portfolio companies and building our brand.
So what exactly is a content factory? It’s simply the term we use at OpenView to describe the the infrastructure of writers and freelancers, editorial calendars and content strategies, content delivery tactics, and content creation processes — among other things — that allows marketers to create and distribute the content they need to support their company’s go-to-market strategy. As with any factory, a content factory requires the careful orchestration of those people, processes, and tools to operate efficiently.
With contributions from Joe Pulizzi, Ann Handley, Jay Baer, Robert Rose, Joe Chernov, and Lee Odden, the guide packs a lot of punch. Specifically, it that will help you to:
- Develop an effective content strategy around your deep understanding of your target audience and business objectives
- Assemble a nimble content team that is supported by co-workers, freelancers, and industry influencers
- Create high-impact content that is optimized for search, provides value, and promotes engagement and virality
- Amplify your content through the right delivery channels so that you reach the right people at the right times
- Maximize conversions so that every piece of content is bringing your buyers closer to making a purchase
- Manage and measure your content marketing so that you are able to continuously improve
Advanced content marketers may find the greatest value in the guide’s substantial appendix, which contains a variety of resources and templates that outline everything from how to create effective buyer personas to what types of content to use at what points in the buyer journey to how to set up an effective editorial calendar.