Digital Interactive Services

The significance of content marketing operations in the B2B sector

Even if you have a great product or offer an exceptional service, your business is only as successful as its market reach, which, in turn, decides sales. Successful entrepreneurs are aware of the benefits that content marketing delivers to businesses. It is no surprise that content marketing is the top priority for 80% of marketers and accounts for 26% of companies’ B2B marketing budgets.But behind all the content success stories lies a streamlined process - content operations.


Definition and significance of content marketing operations

In simple terms, content marketing operations or content operations encompass people, technology, and processes to implement content marketing effectively. It focuses on strategically planning, producing, distributing, and analysing content. Generating high-quality content consistently is challenging for a majority of companies. A lot of effort goes into structuring content that aligns with the brand. Additionally, it is time consuming for marketers to research, write, edit, publish, optimise, share, track, and create unique content repeatedly. While performing these tasks, companies can lose focus on the bigger picture, such as strategy, opportunities to improve processes, analysing the most impactful content, and so on. Therefore, content operations have emerged as a lubricant to operationalise a well-oiled content marketing machine to create better strategic content.*


The advantages of efficient content marketing

The lack of content operations or a poorly setup content operation model drives organisations to a point where they struggle to achieve their goals or deliver unimpactful content. Effective content operations come in handy when the content team grows, requiring many hands on deck. Investing in an operational model helps produce quality content in lesser time and avoid any compliance or regulatory issues. Let’s look at a few benefits of effective content marketing services.

  • Retains audience: Great content is an important asset that will rank your page on the search engine for a long time. Content operations help identify opportunities where you can periodically update the content and align it with the right events to deliver maximum impact. This helps in retaining the audience.
  • Generates and converts leads: Pull marketing works by sharing great content and providing call to action (CTA) that encourages customers to visit a sales page or call customer care. When the customers reach out first, you are already halfway to the sale.
  • Gets a high SERP ranking: The better the content, the more results your SEO efforts will yield. Building content strategies such as the pillar/cluster model helps you rank higher in search engines and be visible to the right customers.
  • Helps become an industry authority: If you post great content, readers start trusting your opinion on the subject. Content operations help identify areas where your content highlights industry expertise and provides valuable answers to the readers’ questions. This type of content is usually non-promotional and without a CTA.
  • Creates loyal brand advocates: Readers who genuinely benefit from the content are happy to share and recommend it to their connections. They are your sources of free marketing. Readers are more likely to trust the content that their friend or colleague shared, which can influence their buying decision.

Why do some content operations fall short of their goals?

Despite consistent efforts to generate good content, some brands fail to reap their full potential. The main culprits are:

  • The content does not provide answers to the questions your potential customers are looking for.
  • No insights are available through content analytics. Analytics help you avoid redundant and ineffective content.
  • There is a lack of strategy around content operations. For example, you need to know the exact reasons why you are producing a certain number of blogs per month and their goals.
  • There is a lack of technical resources or designers, where the content is pending for review or in the design stage for weeks.
  • Content managers are unable to manage content effectively due to their busy schedules.

How can Infosys BPM help?

The Infosys BPM content marketing operations team comprises experienced digital content, campaign, and design experts to help you conduct marketing operations at scale. The key elements include:

  • Campaign and community management through search engine marketing, analytics, and paid media
  • Digital studio for design collaterals, UI/UX, videos, artwork adaptation, banners, web pages, and internal communications
  • CRM and CMS operations, including tagging, catalogue management, and website management
  • Events and e-commerce support, and digital store setup

*For organisations on the digital transformation journey, agility is key in responding to a rapidly changing technology and business landscape. Now more than ever, it is crucial to deliver and exceed on organisational expectations with a robust digital mindset backed by innovation. Enabling businesses to sense, learn, respond, and evolve like a living organism will be imperative for business excellence going forward. A comprehensive, yet modular suite of services is doing exactly that. Equipping organisations with intuitive decision-making automatically at scale, actionable insights based on real-time solutions, anytime/anywhere experience, and in-depth data visibility across functions leading to hyper-productivity, Live Enterprise is building connected organisations that are innovating collaboratively for the future.

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