The three pillars that will make or break your content game: Ideation, Outreach, and Assets
If you’re a B2B product, chances are your lead generation strategy relies largely on inbound channels that ties closely to creating content. What makes content as a channel more important than ever is the high cost associated with other paid channels. The cost to advertise and the cost to acquire customers have increased by 50% in both B2B and B2C spheres. We’re also paying 20-40% more for content creation when compared to 5 years ago. (Source: ProfitWell).
To top it all, content shock today is real (Take one scroll through your Pocket account/bookmarks feed and you’ll concur in no time) and attention spans are faltering. Growing an audience and proving ROI on your content is a sporadic win and the kind of the advice on the internet is stale and unactionable.
Ed Shelley shares with us a whole new perspective on the content process — journalistic and business case mindset for ideation, naturally high engagement for distribution, and hiring people for content who are not an obvious choice for the role.
