You also need to figure out how to best make contact with your buyers and deliver your content to them using the right combi- nation of vehicles and programs. In other words, to go to market effectively, your content needs to not only be easily discover- able, but must also reach your prospects and customers even when they aren’t necessarily looking for it. That may sound easy enough, but it’s rarely the case. Let’s assume, for example, that there is more than one person involved in the buying process, or that you are targeting multiple customer segments each with multiple buyers. Things suddenly become exponentially more complicated, because to address multiple buyers across multiple segments at every stage of their buyer journeys, you are going to need to create and deliver a considerable amount of content. Factor in that you may also want to create content targeted at industry influencers, target partners, and indirect sales channels to further influence your buyer, and you will quickly discover that you need to create and distribute a lot more content. Essentially, the more customers you want to get, the more content you are going to need to create and deliver. Building a finely tuned content factory can help you do exactly that. Build a Content Factory, Build Your Business A content factory is the infrastructure of writers and freelancers, editorial calendars and content strategies, content delivery tactics, and content creation processes — among other things — that allows marketers to create and distrib- ute the content they need to support their company’s go-to-market strategy. And, as with any factory, a content factory requires the careful orchestration of those people, processes, and tools to operate efficiently. “Every company needs good content to help generate and nurture leads and ultimately drive sales. This eBook lays out the strategy and framework the OpenView team has spent the past several years developing and sharing with its more than 20 portfolio compa- nies around the country. Businesses that devote the time and resources to implementing the best practices outlined in this eBook will be better positioned to succeed in today’s competitive market.” Kevin Cain, Director of Content Strategy, OpenView Venture Partners It Takes a Content Factory! | 5