9" At a Glance 11 Steps to Building a Successful Content Factory 1. Get sharply focused. Establish 2. Hire a managing editor. You need 3. Build a content creation commu- a content strategy by zeroing in a full-time resource dedicated to nity. Your content factory should on just one customer segment to building your content factory with extend far beyond the marketing start and doing everything you the skills and experience neces- team. Create a real-life com- can to understand your target sary to develop your strategy and munity of freelancers, industry buyers in that segment and the manage your content creation influencers, and co-workers to buyer journey they are on. Doing and delivery processes. Content support your efforts and a virtual so will give you a framework for marketing cannot be an add-on community of fans, followers, and designing the content your buyers responsibility to someone’s exist- subscribers, all of whom will help need to help them through their ing role. your content factory succeed. journey. ➥Find out more in Chapter 3. ➥Find out more in Chapter 6. ➥Find out more in Chapter 2. 4. Create high-impact content. 5. Repurpose, repackage, and 6. Focus on conversions. Make sure Every piece of content you create recycle. Find ways to re-use every that every piece of content you presents an opportunity to make piece of content you create so create has a clear call to action meaningful contact with your that you are maximizing your that directs your target audience target buyers and to get them to return on investment. Make sure to take an action designed to move through their buying journey. that daily content gets recycled help move them through the sales Take full advantage of that oppor- into larger assets (e.g., eBooks, funnel. Remember that every sale tunity by creating high-impact con- webinars, and reports) and con- will be the result of many much tent that is optimized for search, versely that any large assets are smaller conversions throughout reflects a deep understanding of broken down into daily content. the buying process. your buyers, provides value, dem- ➥Find out more in Chapter 2. ➥Find out more in Chapter 6. onstrates your brand aspirations, drives conversions, and promotes engagement and virality. ➥Find out more in Chapter 4. 9"