Historically, producing content has proven to be an expensive business.
The strategy outlined in this part of the document utilises modern content types; introduces a reliable industry voice to the user proposition; next generation content creation practices, such as automation, slicing and dicing, AI and digitalisation; and (importantly) a new more scalable content model.
Defining the purpose of the business is one of the key steps to understanding both why a company exists; and in the case of content to creating the right type of content to meet this purpose.
The content featured across the network should therefore be driven by this purpose.
Voice and Tone
The voice and tone on the platform establishes the credibility of the vision, purpose, and positioning through communication. This once mixed with the visual identity of the websites in-turn becomes *the brand*.
Please note that the example below is set to meet the expectation of the audience. These will need to be worked on in order to fit whatever audience you are trying to hit. In this case the business is in the emerging technology space.
From an editorial perspective, every item of content written should be seen as:
INTERESTING – The author and publisher just told me something I was not aware of.
BOLD – The author and publisher are unafraid.
PERSONAL – The business writers are like me. I can relate to them.
PROUD – The business is a great company supporting our industry.
THOUGHTFUL – The author and business has clearly thought a lot about the issue. They are thought leaders.
INSIGHTFUL – The portal offers significant value to members.
TRUTHFUL – The business tells its readers the truth, as it sees it.
These simple rules form the basis of much of an editorial direction document.
Key Priorities for B2B Content Producers
The table below highlights the results from a survey undertaken by the Content Marketing Institute. As you can immediately see, producers are looking to create better engagement; to understand what is working for them; and to repurpose existing content.
Example Content Types
Below is a list of content types a member-based property like our example network could be including in its proposition:
- Job listings
- Company news
- Product news
- Industry news
- R&D news
- How to’s
- Membership calls
- Daily vlog
- Advice articles
- Free reports
- Live blogs
- User profiles
- User generation
- Company profiles
- Industry profiles
- Data sets
- Cheat sheets
- Action plans
- Photo galleries
- Case studies
- Website news
- Metrics and tables