Having multiple people in charge.
Posted: Sun Jan 05, 2025 5:28 am
86% of B2B content marketers have someone who oversees content strategy. Is there someone in your organization that is overseeing everything that is being created?
Let’s reference the term, ‘Too many cooks in the kitchen’. If you have too many people in charge or making decisions when it comes to your content marketing process, then your final product won’t be as refined and focused as it could be.
As I said before, it’s a battle plan not a tactic, and you’d never band database go to battle with multiple people in charge. To your right you’d hear ‘Fire!’ and to the left you’d hear ‘Retreat!’ and then you’d end up fighting your own men.
If you have numerous people taking charge of your content marketing strategy, creation and implementation, you’ll find yourself butting heads with your comrades rather than coming together. Next time your content team sits down to plan for the following quarter, nominate one person to take charge. It’ll make the whole process go a lot smoother, trust me.
5: Forgetting to segment your content.
Just because you have a great idea, doesn’t mean it’ll make great content. 95% of marketers segment their content in at least one way. SaaS marketing expert Jacob Baldwin suggests segmenting by markets served to determine the buyer's paint points. From this point, determining the content needed is much easier and more specific to the buyer.
The most popular segmentations are:
Industry trends (65%)
Profiles of individual decision makers (59%)
Company characteristics (55%)
Stage in the buying cycle (43%)
We like to create content that speaks to the individual’s stage in the buying cycle. We believe there’s no better way to drive the results you’re looking for then directly addressing what they need.
Despite how you prefer to segment your content, you need to do it regardless. A great way to incorporate this into your planning process is to add a segmentation element into your editorial calendar. That way your content not only speaks to your buyers but also has a clear intention behind it.
Let’s reference the term, ‘Too many cooks in the kitchen’. If you have too many people in charge or making decisions when it comes to your content marketing process, then your final product won’t be as refined and focused as it could be.
As I said before, it’s a battle plan not a tactic, and you’d never band database go to battle with multiple people in charge. To your right you’d hear ‘Fire!’ and to the left you’d hear ‘Retreat!’ and then you’d end up fighting your own men.
If you have numerous people taking charge of your content marketing strategy, creation and implementation, you’ll find yourself butting heads with your comrades rather than coming together. Next time your content team sits down to plan for the following quarter, nominate one person to take charge. It’ll make the whole process go a lot smoother, trust me.
5: Forgetting to segment your content.
Just because you have a great idea, doesn’t mean it’ll make great content. 95% of marketers segment their content in at least one way. SaaS marketing expert Jacob Baldwin suggests segmenting by markets served to determine the buyer's paint points. From this point, determining the content needed is much easier and more specific to the buyer.
The most popular segmentations are:
Industry trends (65%)
Profiles of individual decision makers (59%)
Company characteristics (55%)
Stage in the buying cycle (43%)
We like to create content that speaks to the individual’s stage in the buying cycle. We believe there’s no better way to drive the results you’re looking for then directly addressing what they need.
Despite how you prefer to segment your content, you need to do it regardless. A great way to incorporate this into your planning process is to add a segmentation element into your editorial calendar. That way your content not only speaks to your buyers but also has a clear intention behind it.