By building an in-house content factory, even small marketing teams can create the steady stream of high-quality content that companies need to generate leads, nurture them at key points throughout the buying process with targeted messages that address their concerns, and ultimately drive sales. In the process, a content factory can also be beneficial by: » Establishing your company as a thought leader » Creating a personal connection to your customers » Building brand awareness » Fostering greater engagement with customers » Driving relevant traffic to your website » Promoting customer retention » Enabling sales with relevant information they need “It Takes a Content Factory!” is designed to be a comprehensive guide for content marketers with a wide range of experience. As such, depending on your needs, you may find it most useful to navigate to the particular sections that are most relevant to you. To help get you oriented, below is a high-level overview of what you will find in the rest of this eBook. In the chapters that follow, you will learn how to: Chapter Develop a strategy to align your content with your buyers and drive the array of conversions necessary to 2 reach a sale. That process starts with getting sharply focused on who your target buyers are and developing a deep understanding of them and their buyer journeys. It also entails establishing the right conversion goals, determining how to create content that will drive those conversions, and finding the right points of contact for delivering it. Chapter Assemble the team you need to operate your content factory. That includes the most important role for 3 running a content factory — a managing editor — as well as content creators and distributors. You will also learn how you can leverage freelancers, industry influencers, and even your co-workers to help augment your team. Chapter Produce high-quality content that is optimized to get the greatest return on investment. Every piece of B2B 4 content needs six essential characteristics to be effective. You will find out, for example, how to optimize your content for search engines and to demonstrate your deep understanding of your buyers. You will also learn how to create content that aligns with your company’s brand aspirations, triggers conversions, and goes viral. It Takes a Content Factory! | 6