Content Library: Building and Maintenance
2020-06-24
Your marketing team may be producing great content, but that doesn’t matter if it isn’t being shared or utilized by your sales team. Almost 80% of marketing materials go unused, but that same content is required to do the heavy lifting when it comes to expanding your client base. A content library is an invaluable way to create a database of all your in-house creations or third-party resources. By organizing all your content in one area, you can ensure you’re utilizing all the material at your disposal.
Here’s how you can build and maintain a content library.
Examine What You Have and What You Need
It is important that the content in your library meets the needs of your sales team. Speak with them about what they aren’t seeing in your library in order to create the material they feel is most necessary. That goes for structure as well: listen to which components — searching tools, extra information categories — would be most helpful for them as they use the library.
Make Content Easy to Access
Users need to be able to easily search the portal, so it doesn’t seem like a drain on their time. Sorting content by topic or type can also help. Including keywords, descriptions, or information about a piece of content’s stage in the sales cycle provides clarity too. Though users might be accessing the library regularly, it is important to frequently update your sales team, so they know when new resources are available. Your informative pieces will not get used if it is not readily available. No matter how well-written or interesting your content is.
Monitor What Has Been Shared
Maintaining a strong, consistent — and scandal-free — presence on social media is critical for your brand’s health. But it can be difficult to monitor what employees say or post when sharing branded content. By having a content library, you can create pre-approved messages to go along with blog posts, article links, slide decks, or any other material you’re sharing with potential consumers. Not only can this help protect your social media presence, but it also ensures that your overall image is cohesive.
A well-maintained content library will continue to dominate the marketing aspects of any company because the information you put out there is exactly what your customers are looking for. Advertisements can open opportunities or help you find new customers. But organic content marketing, such as blogging, takes customers who are looking for your services, products, or expertise directly to your website. Your blog directly taps the solution your customers are looking for. If the context of the blog you write hits the right spot, these people are likely to turn into converting customers. This is why you have to execute great research before writing about a certain topic. The more reliable your content, the more likely they convert into paying customers.