In today’s B2B world, the importance of content to your overall marketing strategy can’t be denied—but it’s been reported that 60-70% of content produced by B2B marketing organizations sits unused. Getting the most out of your content is only possible if you have an efficient system to back you up when you go to market. Centralizing your content in one place, regardless of type—videos, ebooks, podcasts, webinars, social posts, and blog articles, to name a few—is the first step. Why is this important? Below are four benefits of centralizing your content:
Prevent Content Duplication Efforts
When all of your content is centralized in one place, it allows for easy access by all departments within your organization. While your content was traditionally probably owned and operated by marketing (and maybe still is), it’s now likely being used and leveraged by teams across the board. A common challenge is spreading the knowledge on what exists and where it lives. Without this knowledge, your teams are more likely to duplicate efforts trying to convey a message when they could be leveraging content that already exists.
Content is needed by every facet of your organization, and resources are often used across departments and regions. When different groups take it upon themselves to create the content they need, chances are they miss on the delivery of the overall package, or even worse, they may miss on the message.
Marketing has worked on perfecting your brand for a reason, and a lot of time and effort has gone into strong messaging and consistent representation. By centralizing your content, you can ensure that your customers and prospects are getting the complete picture, every time, and they won’t be left scratching their heads on how an ebook relates to a blog post and how that relates to another email.
Lock Down Version Control
The world is changing rapidly, and so is your company—your brand evolves, your product or solution advances, your sales team turns over, and your content gets updated.
Sales cycles can be long, and your contact may not stay at their company forever. We also know that buying decisions are often made before ever talking to sales. By centralizing your content, you can ensure version control, and make sure that the wrong information isn’t getting into the hands of the right people.
Deliver It Across Multiple Channels
These days, there is a seemingly unlimited number of marketing channels. Your marketing team is expected to keep up, but those increasing expectations don’t always align with budget. Instead of trying to produce new and individual assets for every channel, the answer is to simplify, which can be done by centralizing your content.
If your content is centralized, you can then easily repurpose, revamp, and deploy the one source of truth across multiple different channels, saving time, effort, and resources.
In summary, by centralizing your content, you’ll maintain control over your message, refine your delivery processes, and save time, money, and resources by preventing duplication of effort and making the most of content you already have. You won’t regret it!
If you have a cool examples to share, or questions, please comment below and let us know!