Table of Contents Foreword ................................................................................................................ 1 Chapter 1: Want More Customers? You Need a Content Factory! .................................2 Why You Need Content to Fuel Your Go-to-Market Strategy ....................................4 Build a Content Factory, Build Your Business .......................................................5 Chapter 2: Developing an Effective Content Strategy .................................................8 Identifying Your Target Audience .........................................................................9 Understanding the Context: Buyer Personas and Buyer Journeys ..........................10 Setting Clear Conversion Goals .........................................................................12 Delivering Your Content Through the Right Points of Contact ...............................13 Aligning Your Content, Conversion Goals, and Points of Contact with Your Buyers ..14 Scaling Your Operations to Maximize Your Content Creation Efforts ......................17 What Do You Want to Achieve? ..........................................................................18 Chapter 3: Assembling the Right Content Marketing Team ........................................19 Hiring a Managing Editor ................................................................................20 Content Creators and Content Distributors ..........................................................21 Scaling the Team ............................................................................................22 Leveraging Freelancers ................................................................................22 Leveraging Industry Influencers ...................................................................22 Leveraging Co-workers .................................................................................23 Building and Deploying a Roster of Content Talent .............................................23 Chapter 4: Creating High-Impact Content that Drives Sales .......................................24 Optimizing Your Content for Search Engines .......................................................25 Demonstrating That You Understand Your Buyer ................................................26 Providing Value ............................................................................................... 27 Representing Your Company’s Brand Aspirations .................................................27 Driving Conversions .........................................................................................28 Promoting Virality and Engagement ...................................................................28