Remember how, back in the day, after every birthday or holiday, your mom insisted that you hand-write personal, thoughtful thank-you notes to everyone who had given you something? And how you probably waited until the last acceptable minute to get started and mail them off?
Well, successfully executing your company's content marketing strategy can instill that same nightmarish sense of procrastination and panic—especially when you're trying to strike a balance between creating engaging, high-quality content and producing it at scale.
Much as you may have felt it was nearly impossible to write an elegant and sincere thank-you note to every relative or family friend who gave you a sweater or a book for your 12th birthday, crafting consistent, thoughtful content at scale is a tough mission to undertake.
Most marketers are right there with you: 70% of surveyed B2B marketers said they plan to increase the amount of content they're producing, and 76% say they're prioritizing the quality of their content.
Balancing Quality With Consistent Production
My company struggled with that same balancing act. Although I was one of (what I assume can only be) a handful of young people who enjoyed writing lots of personalized thank-you notes to friends and family each year, didn't mean my agency was exempt from the struggles of balancing quality and quantity.
It was easy to fall into the trap of either sacrificing the quality of our content or producing too little to achieve our company's goals. And, of course, there were the usual content creation hiccups: the lengthy writing and editing processes; the challenges of collaborating when everyone has busy schedules; the need to maintain production over the long haul... (The list can seem endless.)
But we developed a foolproof method we now rely on to tackle those challenges during our content creation process— both for our own content and for our clients'. It's called knowledge extraction, and at its most basic level it involves three simple steps:
- Ask specific questions of your company thought leader or subject-matter expert.
- Store and organize those insights, along with personal stories and examples.
- Build from that bank of knowledge to create a lot of amazing content over time.