Customer testimonials and 5. Distribute! even if you’ve put in weeks of planning case studies are considered to develop a content strategy targeted toward your specific personas, that content will go to waste the most effective content without a proper distribution plan. Remember to keep marketing tactics, identified by the channel preferences of your audience in mind and to leverage your networks. Take a look at the editorial 89% and 88%, respectively, of calendar at the end of this chapter to get a head start B2B marketers. on the planning process. - B2B Content Marketing Trends Reports 6. Start measuring. Measuring your content efforts is tricky. How do you take something qualitative like 4. Map your content to the sales cycle. Once you an e-book or blog post and turn it into something have identified your different buyer personas — as quantitative? well as the concerns that your personas may have at each stage — it’s time to map out the content Only 21% of B2B marketers that’s most appropriate for each stage of the sales say they are successful at cycle. Use the content mapping template included in this chapter to determine which content will tracking ROI. be sent to each persona and when. This can help - Content Marketing Institute you decide which content to incorporate into lead nurturing campaigns while also helping to identify areas where more content is needed. There are actually a number of KPIs that you can use to track your content depending on your goals. A general rule of thumb is to provide more Metrics range from unique page visits to cost per lead generic, topical content at the top of the funnel and annual contract value. Take a look at this blog post (think educational white papers, blog posts, and for a full list of 14 different KPIs that can be used to infographics) and more product-specific content track content success, or skip to the last chapter on toward the bottom of the funnel. Content like reporting for a helpful KPIs checklist. case studies and video testimonials are great for Ready to start fine-tuning your content strategy? Check out prospects in the middle of the funnel who are the worksheets and checklists on the following pages to beginning to dive deeper into the different vendors make sure you’re on the right track. that can meet their needs. 46 / Pardot