Why “go-to-market content”?

Every company has a process for going to market that is focused on how the organisation will develop and deliver their offerings to reach market penetration, revenue and profitability expectations.
Delivering the right information (content) to the right people at the right time is an obvious requirement.You could be forgiven for thinking that content is primarily a marketing and sales need. When you google B2B content, “content marketing” and related services fill the first few pages. A simple definition of content marketing is “using content to engage a target audience to drive profitable customer activity”, and it’s clearly an important part of a company’s go-to-market activities, but it is only part.Go-to-market functions, such as sales, marketing, product management, partners and customer services all use company information and generate content of their own. Each of these functions is a touch point in the overall customer experience and plays a key role in the outcomes of the go-to-market process. Yet they are often isolated from changes in the marketplace, from a company’s strategic priorities, even from each other.Products and services are the lifeblood of the company. A Product Management function is responsible for the P&L of the products’ lifecycles from concept to retirement. The product information they produce must flow consistently through the other functions and to the customers. Each of the other functions uses the product information but also produces their own content which needs to be shared as well.It’s very common to see separate silos of information making the organisation highly inefficient. Simply adding a central file store doesn’t solve the problem. Solving individual departments’ content issues on their own isn’t enough either. It still leads to content duplication and cost. People drown in masses of content. They waste time searching. It means latency in the product lifecycle processes that delay revenues and frustrate your employees. It means a lack of standardisation in the messages and experience shared by the customers that can lose business and damage your brand.CEOs think holistically about the go-to-market process. There should be the same holistic approach to how to manage and measure go-to-market content to support the exceptional and consistent customer and employee experiences that differentiates best-in-class companies.

Future posts will look at the effects of managing go-to-market content well in different situations.



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