We’ve spoken about this before, but within certain companies, content creation is usually processed through a reactionary process. This means you have a bunch of demands and requests as to what the content should be coming from all directions. This lack of a structured approach to content prioritization can lead to scattered effects and diluted impact. However, content teams can turn chaos into strategy using a page out of the notebook of product management.
The Parallel between Content and Product Management
When we take it at face value, content creation and product management seem to be worlds apart. Yet, at their core, both have a common challenge: managing a ton of requests and managing expectations from various organizational faces. Sales wants features or content that can help overcome objections and close deals. The customer success team wants resources that help ease the struggle of onboarding, expansion, and customer retention. Then there’s the support team that always focuses on the bugs and issues – like they’re supposed to.
In the world of product management, they’ve long navigated these situations and struggles with established processes meant to filter the noise and concentrate on the primary goal of delivering the best customer experience.
Crafting a Content Strategy with Precision
The lesson for content teams is clear: without a deliberate method to sift through the demands, content creation risks become a reactive rather than a strategic function. The aim should be to develop a process that not only prioritizes requests but also aligns closely with the organization’s broader objectives.
Essential Elements of a Content Roadmap
To construct a content strategy that works with this should focus on a few key areas:
Funnel Inefficiency: Identify which stages of the customer journey exhibit the most significant drop-offs. Prioritizing content that addresses these gaps can help with a smoother path to conversion.
Buyer Journey Gaps: Determine where in the buyer’s journey content is lacking. Creating resources that assist potential customers in making decisions can directly impact purchase outcomes.
Sales Needs: Understand and respond to the needs of the sales team. Materials that effectively address common objections or highlight product features that can influence a deal being closed.
Demand Generation: Align content creation with upcoming demand generation initiatives. This helps make sure you have compelling content to support these campaigns that are crucial for their success.
Customer Marketing: See how content can be leveraged to add value for your existing customers. This can involve building resources aimed for retention, expansion, or encouraging customers to become raving fans.
Takeaways
When you adopt a strategic approach to content creation that’s similar to the product management methods, content teams can elevate their work from mere responses to strategic initiative. This involves not just reacting to immediate demands but prioritizing based on a comprehensive understanding of the organization's goals and the customer journey. By doing so, content creation becomes a powerful tool in the arsenal of organizational growth, driving both customer satisfaction and business success.
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