Why You Should Start Treating Content Like a Product
As a marketer, one of your top priorities is helping customers find your product. Like all consumers, B2B buyers have access to a wealth of information online from a variety of sources to substantiate any buying decision.
The downside of all of that information? Marketers have to compete with many other companies targeting the same audience. Buyers are inundated with hundreds of marketing messages each day, all trying to prove that their company is the most worthy vendor. In this environment, no matter how compelling a single piece of content is, it won’t be enough to get through to customers.
You have to generate a lot of content to convince buyers to work with you. On average, B2B buyers need to see 13 pieces of content before feeling comfortable enough to purchase a company’s product or service. But high-quality content is hard to generate — each piece takes hours of work, and this process can’t be easily duplicated.
This is where the Creative Content River™ comes in. By treating content like a product that can be manufactured cost-effectively in large quantities, the Creative Content River™ streamlines the process of developing high-quality content for your marketing efforts.
The Steps of Content Creation
From a distance, content might seem vastly different from mass-produced consumer goods made in a factory — content requires much more subtlety to create than factory-made goods, right?
Not necessarily. By understanding content as a product that can be mass-produced, the Creative Content River™ can get more accomplished — faster. To understand how this process works, let’s break down the steps of content creation.
The first step is to design your content with the buyers’ journey in mind. But before you can do that, you must first understand your buyers — who are they? What do they want? How do they view themselves? What motivates them?
With the answers to these crucial questions, you can design the right content experience for your target demographic. Use this information to ensure that the message of your content aligns with the needs and identities of your potential customers. Then, determine specifically which pieces of content you will need at each phase of the buyer’s journey. A defined content experience at all stages of the buyer’s journey is crucial for the success of any marketing campaign.
The next step is creating the content itself. At this stage, writers and designers start putting their knowledge of their customers’ needs to work. This step encompasses the entire process of producing content — including outlining, writing, proofreading, planning graphics, reviewing, and finalizing.
All team members should meet regularly to stay up-to-date regarding expectations and progress. With strong collaboration across teams, project managers can ensure that this process results in high-quality content that is ready for readers. Plus, there is a learning curve to content creation — the more content these creators produce, the more they will be able to produce at a lower cost.
The final step is simple. The hard work of producing the content itself is complete — now all you have to do is distribute it. After the comprehensive editing and proofreading in the previous step, there’s no need to spend time going over anything again. At this stage, all content is finalized and ready for posting on any platform.
The Creative Content River™: Flexibility and Cost Savings in One Subscription
With these three steps to streamline production, SOMAmetrics’ Creative Content River™ provides all the content you need for the cost of a subscription.
Now, let’s talk about how this applies to your company. There are two major reasons to subscribe instead of creating all your content in-house: flexibility and cost savings.
First, flexibility. A subscription to the Creative Content River™ is a month-to-month commitment, which is significantly more flexible than hiring in-house employees. To create a similar quantity of high-quality content, a company would have to hire three full-time employees — which is a fixed cost that will consistently drain resources. A monthly subscription, on the other hand, can be canceled anytime if revenue fluctuates.
This is directly related to cost savings. With a subscription, you pay 55% to 58% of what you would have paid for full-time employees, and you still receive all the content you need. In fact, with a subscription, you can accelerate your marketing cadence and effectively reach more buyers.
With increased flexibility and cost savings, the Creative Content River™ makes the process of creating high-quality content simple. All it takes is a subscription to get started.
Want more information about how the Creative Content River™ streamlines content production? Download this white paper.