Most marketers would say their top priority is to generate high-quality leads. Find out how to combine content creation and curation to get more leads and then drive more B2B conversions from them.
|Scooped by Tony Agresta|
Here's a great article by Rachel Foster from the Content Marketing Institute. Original content and curated content imparted with your perspective are both important. In either case, a thorough understanding of your buyer’s needs and interests is needed. You can develop this in a number of ways. There's no substitute for getting involved in sales cycles or at least debriefing with sales to better understand challenges the prospect wants to solve. Weave that input into the fabric of your content strategy. Educational content focused on the "how to" aspect with specific recommendations will resonate. A well planned agenda aligned with buyer personas and sales stages is a good way to lay out the content plan. Maintaining an editorial calendar keeps you on track.
If you don’t have a staff of copywriters, you might consider a company called Brafton News which I've used in the past. You provide the direction and insights on the types of content you want to publish. Brafton deploys a team of well-trained writers to crank out articles and blog posts published based on your approval. It’s all SEO based content at a reasonable price and automatically published to your site. When I was using them we started to rank in weeks, not months based on a regular publishing cadence with internal and external links to related pages.