“Today seems like a good day to read a nice white paper!”
– said no one, ever.
And yet, that’s exactly how too many B2B marketers are preparing their content to be consumed. Take a minute right now to consider your own blog or resource center menu — how is your content organized? Is it segmented by content type (i.e. blog posts, infographics, white papers, videos)? Are you letting your latest content simply pile up by date?
Think about how you actually consume content. Your audience is a lot like you! No one seeks out content specifically — they seek answers, and the easier the answer is to discover, the better.
Consequently, your content should be organized to facilitate easy discoverability and, more importantly, allow for your potential buyers to embark upon an engagement path.
Let’s take a closer look at how you can avoid the “silo-ification” of content.
The danger of content dead ends
First things first: what exactly do we mean by the “silo-ification” of content?
Content silos occur when content leads to an outcome that is irrelevant and/or no longer involves your own content. The main problem with siloed content is that it creates dead ends in your engagement path. Instead of propelling your end-user along the buyer journey through your content, you allow them to walk into a wall, or worse, fall into a hole of irrelevance.
For example, let’s say your content strategy involves a lot of videos. While it’s a good idea to post your videos to YouTube to tap into your YouTube audience, if you send your inbound traffic (from your blog or resource center) out to YouTube to watch a video, you risk losing them to a clickhole of cute cat videos (who can resist?!) instead of having them consume more of your content.
Similarly, let’s say you write a lot of white papers. If someone lands in your resource center in search of specific information, the odds are slim that they’ll click through every single white paper you have listed in your “white papers” tab to find what they’re looking for. The killer here is that you probably do have what they’re looking for, but you haven’t made it easy to find.
In a word: You’ve siloed your content.
How to avoid content silos
So, how do you avoid the silo-ification of content and build an engagement path for your audience?
- Stop sending inbound traffic outbound — As per the YouTube example provided above, keep your inbound traffic inbound by aggregating all of your content formats in one centralized resource center.
- Organize your content strategically — Organize your content to improve discoverability and ultimately reach your end goal. Strategic organization provides multiple entry points into your content, plus leverages the power of context to provide a more relevant content experience.
- Provide a logical next step — Your end-user has consumed your content… now what? Provide a relevant and contextual next step on their engagement path. This could mean providing a CTA, the option to share on social media, or a relevant piece of content — whatever makes most sense considering the context of the content.
Build your engagement path
Having good content available is only one piece of the puzzle. Setting up your content in a well-optimized content experience that encourages engagement and lead generation is just as important.
Avoid content silos and bridge your content dead ends by thinking about your content holistically, and ensuring that each asset is treated as an important step in your end-user’s engagement path.
Tune in next week for Pardot best practices during Uberflip’s Marketing Automation Hacks webinar series. Grab your spot now!