The articles cites that 73% of B2B content marketers have a content strategy in place.
Companies must strike a balance being proactive and reactive in their content planning as it helps them to stay relevant, build a reputation as a trusted resource and shape the future of the industry. The author recommends aiming for a 75-25 split between proactive and reactive pieces.
Further, the sales team should be involved to some extent in the content planning process. Sales professionals come with a deep understanding of what potential customers are looking for. They would also be aware of the factors keeping potential customers from converting.
Mapping out the editorial calendar once a quarter is recommended. Evaluate which content pieces in the last quarter performed well and try to identify any themes that stand out.
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[4 minute read]