Content reuse is becoming an important priority for B2B sales and marketing communication.
Because buyers will no longer tolerate a different conversation with salespeople than the one they have been having with the content being consumed on the supplier’s Website.
Congruence in the story sales and marketing is required and can shorten the sales cycle when properly aligned.
For companies that intend to pursue a content marketing strategy and rise above the tide of mediocrity, this means creating quality, relevance and insight for the intended audience in every utterance.
Here are 5 tips that will help to improve the quality of published content and the spoken word, while improving consistency of information across the organization.
1. Create Modular Content
Break large documents into smaller chunks of modular self-describing content that can be easily managed and used in multiple places in various contexts.
Buyers and customers expect to easily consume, precise and contextual information to find what they need to know, they don’t have time to wade through voluminous documents. Corey Sommers article “The Death of Marketing Collateral as We Knew it”is interesting, radical and relevant to this conversation.
Breaking down large documents into smaller chunks of information not only makes it easier to consume, but also enables re-use of content in different contexts. These content chunks can be readily adapted into multiple documents based on the context and relevance.
2. Assemble Modular Blocks
Instead of monolithic documents designed for one purpose, design documents, collateral, webpages and information products in such a way that they can be reproduced instantly by simply assembling self-describing content modules.
When a child sits down to play with Lego, they are constrained only by the number and shape of the individual Lego blocks in the set and their imagination. This is a useful and powerful concept for content creators.
Think of “Lego Blocks” as a metaphor to build Information components. Literally anyone with access to these information components can build any information product by using these Lego blocks of information.
3. Tagging Content Blocks
Finding the right information instantly and consistently is the key to successful use of information produced. Significant effort goes into producing effective messaging content, but little has been done to make it accessible.
Providing contextually correct content to buyers and customers when they need it will not only help buyers to make decisions faster but also helps to build the trust and rapport.
Capturing content metadata is extremely important to achieve the end goal of content accessibility and consumption.
Tagging is the simplest and easiest way of building metadata about the content.
Careful consideration is essential to identify and assign the right tags based on the characteristics of the content and context in which it will be used.
4. Content Collaboration
For successful creation, distribution and management of modular content components, it is essential to collaborate among stakeholders. Ownership of these modular blocks is essential to ensure that information is kept current. Multiple people may be involved creating, reviewing, approving and sharing the content.
Once an information component is ready for use, it should be tagged with proper metadata and published for consumption.
Distributed and loosely coupled collaboration on content creation and workflow management and version control ensures accuracy, consistency and currency of information. In addition, a mechanism should be established to capture the qualitative and quantitative feedback from consumers to improve the quality and usability over time.
5. The Right Tool
Choosing the right tool is critical in a successful content reuse strategy. Few tools exist that truly meet these requirements.
Here is the list of top 5 factors to consider while evaluating the tool:
- Functional, intuitive and easy-to-use interface is crucial for successful adoption by stakeholders,
- Ability to collaboratively create, and manage smaller chunks of content individually and assemble into documents, collateral and other output forms,
- Ability to create, manage and capture rich metadata from diverse sources about information components and clusters of content, as well tag, index and comment on use of the content,
- Intelligence to interpret and infer the user’s context to find the relevant content and present it to consumers instantly,
- Seamless access and delivery of relevant content anytime, anywhere on any device is critical to the success of content strategy.
About Anil Jwalanna
Anil is the CEO of WittyParrot and the visionary behind the product and platform strategy. Anil has built and managed SaaS and technology product platforms at start-ups and large enterprises for over 15 years.
Anil previously served as CEO of PushPoint Mobile and CTO of iCharts, both mobile commerce and data visualization SaaS companies. Anil holds business degrees from the Berkeley Haas School of Business and the Columbia Business School and an undergraduate in Engineering from Mysore, India.