Newsletter | August 11, 2021

08.11.21 -- Rethinking Your B2B Content Approval Process

 
     
 
     
 
  In This Issue:  
 
     
 

FROM THE EDITOR

 

This scenario, written about in this week's featured article, happens all too often. A great piece of new content is almost ready, and then that asset will...

 

… sit in the legal department for four weeks.
 

… take another two weeks for the SME to review it.
 

… head to the CMO’s desk for a “final” glance over the course of another week.
 

… be sent to the VP of sales to see if the messaging resonates with the business development team (chalk that up to two more weeks).
 

… go back to the CMO for final, final approval (but your CMO is on vacation so add in another week).
 

… filter through your agency, whose team will need at least a week to “improve” it.
 

… spend a week being revised with five, six, seven rounds of mostly meaningless edits.

 

If any of this sounds familiar, then it's time to change your content approval process. Because the buyer's journey doesn't wait on your content.

 

Thanks for reading,

 

-Abby

 

Abby Sorensen

Chief Editor | Follow Your Buyer

asorensen@followyourbuyer.com
 


 

     
It’s Time To Rethink Your Content Approval Process
 
 

If you want to improve your content marketing strategy, start by streamlining how content moves from draft to delivery.

 
 
 
 
     
What Really Is A Buyer Persona?
 
 

A buyer persona is a description of a specific person for whom your products and services are intended. It goes beyond statistics and demographics and defines behaviors, motivations, likes/dislikes, traits, etc. Its intent is to help you reach your customers on a human level.

 
 
 
 
     
Why You Can't Afford To Ignore Content Clusters
 
 

A content cluster provides context as well as a logical path for readers.

 
 
 
 
     
     
 
B2B Marketing Around The Web
 
Power Up Your B2B Content: Writing For Real People
 

ClarityQuest's Melanie Hilliard writes, "In 2000, Microsoft conducted a study measuring how long people can focus on one thing for a specific amount of time. In 2000 the results were about 12 seconds and 15 years later, it dropped to 8 seconds." Here's what she suggesting doing about your buyers' short attention spans.

 
 
Buyer Confusion Is Killing Your Marketing
 

Doug Kessler's post from January 2020 is now more true than ever, especially since this global pandemic forced content creation back in the forefront of every B2B marketer's mind. For example, he explains, "As content moves through the review process, it invariably gets longer and blurrier, instead of shorter and clearer."