To grow revenue, attract new buyers and raise sales and marketing productivity, B2B organizations must adapt to the new realities of the “on-demand buyer.”

Inbound, attraction and content marketing initiatives often underachieve objectives due to poor execution of content publishing, operations and support.

Sales has hit the wall with traditional push selling techniques, yet has not found a suitable alternative, despite Sales 2.0 and social selling forays.

Relevant content is essential for marketing and selling — to attract, educate, promote sharing, explain complex and important ideas and deliver proof points to on-demand buyers.

Relevance is a function of audience (“personas”), topic sub-issues, buying stage, industry factors and preferred content formats — to name a few. This approach inevitably drives up volume of deliverables.

The traditional content production model focuses on a single deliverable such as a brochure, webinar, whitepaper or video. A core problem of this approach in the age of the on-demand buyer is costs scale 1:1 as volume grows. Cost includes time, effort as well as dollars. This inablility to scale efficiently is the primary barrier to achieving the volume required to deliver meaningful relevant content to buyers.

A content strategy to publish buyer relevant content results in new requirements and challenges that marketers have never had to face before. It requires new skills, resources, processes, and disciplines.

Content publishing differs from traditional “point productions” by creating many content deliverables and formats for each project. Organizations have multiple purposes for content. Examples include: to generate and nurture leads, to address later stage buyer questions, and to support a sales channel. Different formats include short and long format print such as blogs and articles, white papers and e-books. Many customers prefer video, audio, or slide deck formats.

The Avitage Content Publishing Program addresses these challenges.