Would you take a big road trip without Googling directions or asking Siri to get you there?
Likewise, if you’ve invested in marketing automation, lead scoring and lead nurturing, it only makes sense to use a detailed content map to deliver on your goals. A content roadmap will allow you to strategically plan ahead while minimizing the temptation of one-time batch and blast emails.
Your Marketing GPS to Sales Success
Think of a content roadmap as your GPS to increased sales. This strategic tool can map your ongoing content marketing efforts to the various sales stages in the customer lifecycle so that you will always deliver relevant content. For example, if your leads are at the awareness stage, your content marketing efforts can focus on building awareness about a particular topic or issue, helping your business be front of mind when the customer moves to the next lifecycle stage. If you are focusing on retention, your outreach can provide the offers and information current customers need to become lifetime customers.
What a Content Roadmap Should Include
- Role – a CEO should get a different message than an Research Assistant. Take advantage of dynamic content capabilities to tailor your messaging.
- Sales Stage - deliver different content for those in an early discovery stage, late stage, and those who are already customers
- Frequency – in the case of email, more is not better!
- Target Message – each message should have clear objective of what you’re trying to convey without too much overlap of other messages
- Success Metrics - how will you measure the success of each message
Once you put the time and effort into strategically developing your content roadmap and calendar, content can be delivered seamlessly from your marketing automation platform. And if you’re a Marketo customer, this is about to become even simpler with the Marketo Marketing Calendar (coming to a Marketo instance near you in mid-July…or so I’ve been told).