The volume of content that's required to fuel effective marketing programs is growing exponentially for several reasons, including:
- The need to make content relevant for individual buyers at every stage of the buying process
- The short lifespan of content resources (particularly social media content)
- The need to publish content on a frequent basis
The same concept can be used to manage B2B content development. Here's how the "mother sauce" approach to content development works.
Identify Value Propositions
As with most important marketing issues, the process starts with identifying the value propositions that are essential to your company's go-to-market strategy. Value propositions describe how your products or services create value for customers, and they provide the foundation for your content marketing efforts. Most of the content resources you develop should be based on the value propositions you offer. If you work for a small or mid-size company, you should be able to identify four to eight value propositions that encompass the significant ways that your solutions create value.
Develop the "Mother" Resources
Once you have identified your critical go-to-market value propositions, the next step is to develop one or two substantial content resources for each value proposition. These core resources are the content equivalent of the mother sauces. They will usually be longer-form resources such as white papers or e-books, and they will provide a thorough description of each critical value proposition. In some cases, these mother resources may be more like "working papers" than finished content assets. For example, you may decide to create versions of your mother resources for specific industries or buyer personas, and if you do, you may never actually publish the mother resources in their original form.
Make Each Mother Resource the Matriarch of a Large Content Family
Each mother resource should provide a fertile source for many "child" content assets. For example, with a little creativity, you should be able to use a mother white paper or e-book as the basis for:
- A full-length webinar or 2 to 3 shorter webcasts or videos
- 2 to 3 (or more) articles for online or offline publications
- 3 to 6 (or more) posts for your blog
- A dozen or more social media updates (Twitter, LinkedIn, Facebook, etc.)
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