The Secret to Content Success: Why Activation Matters More Than Ever

What is Content Activation?

It’s the processes, expertise and tools you need to create your content strategy – the action behind it all. It’s what separates good content marketers from great content marketers. For example, Demandbase, a leader in ABM marketing software, saw a 2x increase in responses to content promotions and a 3x boost in time spent with content once their content activation plan was implemented.

Never leave a buyer’s next step to chance

Key Elements of an Effective Content Activation Strategy

A solid Content Activation strategy includes 3 key elements:

1. Adaptive content journeys: In order for your strategy to be activated, you must be able to recommend what’s next based on behavior, engagement and firmographic data. It gives your buyers flexibility to quickly and easily change their course, knowing you’ll be there for every level.
2. Closed loop approach: Here’s where you’ll identify the most engaged prospects and guide their journey with your content and strategy. This creates a cycle of improvement where deeper engagement with content leads to richer insights into their interests and intentions.
3. Ability to spot engaged intent: This level help you gain access to a new class of data such as assets consumed in a single session to the amount of time spent on that asset. These deeper metrics allow you to spot engaged intent: the leading indicator of marketing performance and sales readiness.

Building Your Content Activation Model

It’s easy to get started and with experts like PathFactory, it’s easy to begin implementing your first step to winning the game.

Multichannel approach: We know that B2B audiences are ingesting content on each and every device, on each and every platform, giving you a world of space to explore and find your place among your audience and their journey.

Content experience optimization: Different strokes for different folks! Once you cast your content net, learn about your most valuable audiences and how to optimize your message to them – and to buyers like them.

Integrating SEO best practices: Search is always the best cheat code. Leverage as many keywords and backlinking strategies as possible so you can show up when duty calls.

Setting Your Content Activation Goals and Strategies

• Define your goals
• Identify your target audience
• Use personas to understand the players
• Select formats and channels
• Plan and schedule

Activating and Optimizing Your Content

Don’t rely on one place for your buyers to find your content. Distribute it and promote it across as many channels as possible to expand your reach and find your audience.

But it doesn’t end there: optimize your content for sharing and engagement. Learn about how, where and when your optimal buyers are participating in your content and optimize that story.

Boost your content plan with paid advertising. Using targeting strategies and marketing dollars against your content, you can amplify your content and activate more engagement.

How It All Comes Together

• Overview of complete content activation process
• Key advantages and benefits
• Tips for activation success