Defining the ideal content mix for a B2B content marketing strategy.
With the rise of “content marketing” as a disciplined marketing channel, many companies are putting large resources and budgets into the development and distribution of content. But as companies start to build content marketing workflows, they often wonder, “What is the right mix of content for my target market? Which assets will have the best ROI?”
While there are differences in content mix approach depending on your industry, target personas, budget and business objectives, our agency has found the following content mix is a great starting point (numbers quoted per product line):
Recommended content marketing assets per product line
In addition to the assets above, you may also want to consider a mobile app or a SlideShare presentation. Think of the campaigns you plan to run and which assets would most benefit your audience.
If your company is struggling with the decision of gating content versus offering it up for download without capturing information, ask yourself, “Would your prospects pay for this content?” If the answer, is “no”, offer it with no strings attached. Then, give away shorter “teaser” pieces (e.g. checklists) that have as their call to action download of the more complex/comprehensive assets (e.g. e-books).
Clarity Quest is a full-service marketing agency for healthcare and technology companies. View our content marketing services.
