But what are the Performance glasses to have a deep look on. “Centralized responsibility for content strategy is becoming a requirement for highly effective BtoB organizations,” he said. Best 26 Sales Conferences in 2020 Unleash ’20 The Surf and Sales Summit CSO UK SaaStr Annual 2020 RevGen Insight Summit Sales 3. Value creation must drive all of our business decisions. To address the growing need for accountability and measurement, Gaines said some progressive organizations are beginning to appoint a chief content strategist, who has the authority and responsibility to mobilize the resources and show accountability for programs. Summer Splash - The LA84 Summer Splash program uses public pools to provide swim lessons that save lives and introduce LA youngsters to aquatic sports. SiriusDecisons unveiled the new Demand Unit Waterfall to a warm reception of more than 3,000 attendees at the Summit. In order to better measure and manage their content strategy, Gaines recommended companies create a “content asset architecture.” To better evaluate its content assets, he suggested companies use the following four criteria: He added that as more companies move deeper into lead nurturing campaigns and mapping content to the buyer’s journey, it increases “content granularity and complexity.” Gaines added that measurement and a “process-based approach” to content creation and management is critical to success. “Best-in-class organizations deliver content in more formats to improve SEO, extend reach and meet buyer preferences,” Gaines said. He added that the extending menu of content options is also posing a challenge and opportunity for BtoB organizations. Gaines pointed out that “accountability and a rigorous content approach” is key to increase program effectiveness.
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