Why is a Documented B2B Content Strategy So Important? There are two primary reasons.
First of all, neuroscience has found that we are more likely to accomplish our goals if we write them down. According to an article on Forbes last year from Mark Murphy, there are a couple of psychological factors driving this:
- External storage: When your goals are written down, in a tangible and visible form (whether a physical piece of paper or even a digital document) they are harder to ignore. This is why Post-it Notes exist.
- Encoding: The actual process of writing something down makes it far more ingrained in our memories. This owes to the generation effect, “a phenomenon where information is better remembered if it is generated from one’s own mind rather than simply read.”
So that’s a big part of it. The second component is tangentially related, but has more to do with the collaborative nature of a marketing operation. When you’re trying to keep numerous individuals aligned around the same vision, it’s essential to have a single source of truth that’s accessible to everyone.
A Three-Point Checklist for Documenting Your B2B Content Strategy
In the interest of keeping things simple, we’ll flesh this out in high-level fashion. When you cut through all the variables and moving parts, content marketing strategy almost universally nests under three buyer stages: Discovery, Consumption, Action.
If our content is going to accomplish anything, it needs to be discovered, it needs to be consumed, and it needs to ultimately drive action (all with the right audiences, of course). To help you with the process, we’ve created the following infographic outlining this basic 3-step process for documenting your B2B content marketing strategy.
Download the full infographic as a PDF here.
This post, A Simple Three-Point Checklist for Documenting Your B2B Content Strategy Right Now, originally published on TopRank’s Online Marketing Blog.