Personalisation is impossible without the ability to drive content out to the right person, on the right channel, at the right time.
To get personalisation right, B2B marketing teams need to take a step back, re-think, and re-group. Here's our three tips to help.
1. Map out the content you need to be successful
The demand for content, from both outside and inside corporations, has risen exponentially over the past twenty years – predominantly driven by the meteoric rise in digital technology, social media platforms, Wi-Fi, and mobile phone usage.
And it’s also because, especially in recent times, people expect brands to personalise their online experience.
76% of consumers expect companies to understand their needs and expectations (Salesforce)
B2B marketing is a dog-eat-dog world, with more companies in the same space churning out content – images, video, research papers, product brochures, thought leadership pieces – daily.
This predilection for content creation has not only made the market more complicated from a buyer’s perspective, it means that B2B marketing teams are treading water. Just as you think you're making headway with your content, another massive lock opens with a rush of content demand, so that you're once again trying to stay afloat.
B2B marketing teams need to take time away from the day-to-day grind of the job. Are you creating content for the sake of it, based on unrealistic objectives or expectations? Is the content you're creating really going to help achieve your objectives?
Take a step back and evaluate what you need to do. Then, map out all the content you're going to have to produce.
You'll find content creation with the aim of personalisation suddenly becomes more manageable.
2. Review your existing content
When was the last time you checked your content and where it is?
This may seem like a mammoth task and it would be easy to run away from it, but not managing your content correctly, or not even having a central repository for it, can have detrimental effects on your marketing efforts, ranging from rights infringement and duplicated cost, to lack of brand consistency and trouble implementing personalisation.
Mapping your content and where it is, is a vital step in the process of improvement. And it may save you time and effort in the long run – you might just find that existing content is good enough for your needs, whereas you previously didn’t know it even existed.
When you know what content you have, you can begin mapping it to your customer journeys, and creating new pieces to plug the gaps.
And only then can you start to personalise the digital experience.
3. Evaluate your content hub solution
Today, B2B organisations need to move at speed and generate content at scale. For many marketers, the current world of marketing, with its constant need for content generation, can seem overwhelming – certainly, most organisations aren't increasing their marketing teams to cope with all the required content creation and management. That's putting increased workload onto existing teams.
39% of senior marketers believe their processes are too manual to meet their organisation’s content needs (SoDA)
But there's a solution...
Most brands aren't investing in the technology that can help improve content generation and use, and save time.
A recent report from SoDA found that 39% of senior marketers believe their processes are too manual to meet their organisation’s content needs. And almost all of them – 97% – said producing and publishing digital content cost-effectively is a priority.
B2B companies need to invest in a central repository - one with automated solutions that can help improve the efficiency and productivity of your marketing teams and meet your multi-channel, often multi-lingual, content needs.
Having the right technology to manage your content can generate significant cost and time savings for your organisation, and also have a huge impact on your marketing delivery and results.
Introducing Sitecore Content Hub
Sitecore Content Hub can help solve your brand’s content crisis and set you on the path to personalisation.
Sitecore Content Hub integrates digital asset management (DAM) with digital rights management (DRM), marketing resource management (MRM), and product information management (PIM) – all in one platform.
Sitecore Content Hub has a wide-ranging feature set. It streamlines content asset management and simplifies marketing operational processes, so your marketing team can plan, collaborate, monitor, and confidently deliver content, campaigns, and personalised experiences with rights-approved assets, quickly and easily.
We’ll be exploring Content Hub, what you can do, and how it works, in more detail in further articles. Let us know if you’d like to be one of the first to know by being added to our email list – but if you’d like to learn more now, we’d be happy to hear from you.
To explore Sitecore Content Hub, get in touch.