Businesses are generating more content these days and may hire a content marketing consultant to help. Why?
High-quality content can drive traffic to their website, bring in leads from an ad campaign, and give the sales team an armor for sharing helpful information with top prospects. Marketers, particularly those with smaller budgets and less resources, are challenged to produce content with both quality and quantity needed to stand out from the competition and drive sales.
As a result, many B2B startup leaders may hire consultants and strategists to help decide what to do on the content front, as well as how. Below are four common examples of business challenges that a consultant or short-term freelancer can help address.
1. Strategy and Planning
A good customer-centered strategy is critical to get results. A content marketing consultant will take charge of figuring out what content to develop and why. He/she will take into account market opportunity, customer needs, buyer personas, competitive landscape, as well as the sales process, business strategy and sales goals.
If you do not have a CMO, marketing leader or full-service agency leading the charge, a consultant can work with the CEO and other leaders to decide how best to use content to achieve business goals.
2. Structure and Process
Once you decide what you need to do, you need to figure out how best to get the work done. There’s lots to think about and decide (the devil is in the details, as they say).
A content marketing consultant, who is also a strong project manager, can help you organize all that needs to get done and give you structure, analytical measures and detailed project plans from which to prioritize and manage the workload.
3. Coaching and Feedback
Sometimes an issue for B2Bs is finding marketers who truly understand the particulars of your business, customers and sales process. It can be hard for someone with little “on the streets” background to hit the ground running – no matter how great a writer or marketer he or she is.
A content marketing consultant with a background in B2B (particularly on the business vs. agency side) can offer coaching and advice to those on your team who are not as confident in B2B or strategic planning, as well as give feedback on ideas that require strong business acumen (e.g. case studies, how-to webinars, explainer videos, white papers, etc.).
4. Tips and Best Practices
Similar to coaching, a good content marketing consultant can work with you on the nuances and tools that make the difference between a good content marketing program and a great one. For example, he/she will help you pick effective content management tool investments or choose the best way to manage, integrate and measure social media channels.
The process to execute and measure a content marketing plan efficiently and easily is a lot of work and consultants can help you speed things up.
These are just a few examples and considerations for B2B startups new to ‘content marketing’ or needing to go to the next level. If you need help with areas such as these feel free to give me a call.
This article originally appeared on Lydia’s Marketing Blog
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