Last month, your marketing team created a great e-book. But in the clutter of e-mails, Tweets, LinkedIn status updates, and files, you can't find it.
A few weeks ago, you found and tweeted a great article that all your prospects would enjoy. But among all your tweets, you can't find the link.
Do those scenarios sound familiar? Well, then, you need a content marketing library.
What Is a Content Library?
A content marketing library is a way of organizing your content in a centralized location. It usually includes every asset and every message intended for customer consumption.
If you work at a smaller company, you can easily create a content library with shared disk space like Google Drive. You can place content assets on the drive. Then, create a spreadsheet that includes sample messages and links to the assets, landing pages, and blog post URLs.
It might look something like this:
To fill out the worksheet, click here to download it.
However, if you are at a larger company, you will want to look for a content marketing platform that enables you to build your own content library. With the right technology, you can:
- Share your company's content
- Find and curate great third-party content
- Attach pre-approved marketing messages to the blog posts, e-books, templates, slide decks, etc.
- Assign roles and permissions that determine:
- Who can write messages
- Who can add to the library
- Who can share content from the library
With a platform like Trapit, your library will look something like this:
Why Do You Need One?
1. It Saves Time.
"Hey, Josh! Do you know where that white paper is?"
Workers waste a lot of time looking for stuff. In fact, employees reported that 36% of their wasted time was spent trying to contact people and find information.
If you organize all your content by placing it in one place, your workers can find things easily and be more efficient.
2. It Prevents Waste.
Up to 70% of B2B content goes unused. That statistic comes from Sirius Decisions. In other words, your marketing team is wasting a lot of time and money.
One way to remedy this problem is to get your content in front of the people who interact with your customers – your sales team, other members of your marketing team, and even your customer success team.
By placing your content in a centralized location, your organization can locate the content and share it with the right people at the right time.
3. It Enables Sales
Don't you want marketing and sales to feel all warm and gooey inside? A centralized content library can create harmony between marketing and sales.
The Aberdeen Group reports that best-in-class companies create a repository of content with every piece of useful content and pre-written messages.
That way, sales teams can easily access them as they nurture potential customers and build relationships on social media.
Looking for ways to engage in social selling? Check out these resources:
- Social Selling 101 – Master the Basic Skills of Social Selling
- Templates for Breaking the Ice with Prospects on Social Media
- Build Your Business Case for Social Selling [Free PPT Templates]
4. Makes Employee Advocacy Simple
More and more businesses are incorporating their employees into their social media planning. They empower their workers to share their company's messages and be brand ambassadors.
By creating a centralized location for content, your employees can easily trap content and share it with their social media audiences. That way, they amplify the reach of your marketing, and they don't waste time searching for content to share.
Not exactly sure what employee advocacy is? No problem. Here are a few blog posts to help you out:
5. Helps with New Employee Training
Onboarding new employees can be difficult and time-consuming. Many times, the newbies have to learn about a new product, and they may even have to learn about a new industry.
You can make their jobs easier by creating a "required reading" section in your library. In that section, you can include:
- Popular e-books and white papers
- Analyst reports
- Important blog posts, both written by you and others
- And more!
Your employees can read those assets and start learning about your product and your industry. Then, you and your fellow employees can fill in any knowledge gaps.
6. It Protects Your Brand
Let's face it. CMOs fear what their employees might say on social media. And who can blame them? Building and maintaining brand equity can feel like a Sisyphean task.
One way to protect your brand is to create a social media policy for your business. Such a policy sets clear expectations for your employees. It indicates what they should and should not do on social media, how they should and should not represent your company.
Another way to protect your brand is to pre-approve content and messages that you would like your employees to share. When your employees have easy access to content and messages, they can help you project a consistent image to your customers.
Interested in Creating Your Content Marketing Library?
So… What do you say? Are you ready to create a content marketing library? Check out how Trapit can help by requesting a demo!
We look forward to hearing from you soon!
Posted by Mark Bajus