Maybe I’ve been listening to too much classical radio recently, but I couldn’t help but notice how B2B marketing is like an orchestra. Your content creation strategy is the conductor, bringing all of the elements together in harmony.
Imagine an orchestra. There’s the sweet, tender string section with the violins, violas, celli, and basses. Then there’s the soft, enchanting woodwind section with the flutes, clarinets, and oboes. The triumphant, blazing brass section, filled with trumpets, trombones, horns. And finally, the strong, driving percussion section, doing everything from delicate nuances to absolutely primal, pounding drums.
All of these sections can make great music individually. But when put together, an orchestra has the potential to be a fantastic success…or a fantastic cacophony. Many musical masterpieces have parts for each section that tie together intricately. They rely heavily on precision and musical direction to keep things coherent. Without direction, the music will suffer. This is where a good conductor is vital.
A good conductor needs to know the musical piece cover to cover, as well as the individual parts for each instrument and each section. Conductors make sure that everyone is on the same page and playing what they should be. In addition, the conductor breathes life into the piece, helping create emotion and move the audience. No wonder another word for “conductor” is “maestro” — the Italian word for master or teacher.
The Content Master Plan
Like the orchestra I just described, a B2B marketing program needs multiple tactics. It requires carefully crafted SEO, a strong B2B website, connective social media, and more — all under one master conductor. That conductor is a well-orchestrated content creation strategy.
Overall, remember this. A conductor needs both a strategy and know-how to be successful. They need to know the strengths and weaknesses of each instrument and section. Good music is not accidental; it is intentional. The same goes for your B2B content creation.
Creating a Masterpiece
By creating engaging content and delivering it strategically to your audience, all of your tactics are able to work in harmony. The better the conductor (content creation strategy), the better the music (the medium and the message). Both lead to a happier audience.
Without content, your website would be empty and SEO would suffer. On the same note, low-quality or irrelevant content is like an untuned string section sharply biting at the ears of your audience. Your advertising may trumpet your message loud and clear, but if it’s done with poor content, it will be a squealing mess of sound.
When your content creation is imbued with purpose and strategy, all of the other tactics work together to effectively communicate your message to your audience. This requires the right content, the right message and a good understanding of the audience and their interests. Content creation is at the crux of B2B marketing — ignoring that puts your entire “performance” at risk.
In the hands of a talented conductor, your B2B marketing orchestra will be in concert in no time. Maybe then you can add cannons to your orchestra like Tchaikovsky? Just a thought.
Even the Greats get stuck sometimes. If you need ideas, check out this blog topic idea generator. To make sure all of your instruments are tuned properly, be sure to follow best practices.
All marketing tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating all marketing tactics, the marketing program becomes more effective and cost efficient. As a B2B agency, we developed B2B 360 Integrated Digital Marketing to meet this improved performance need. To learn more about B2B 360 and how it will benefit your business, download our free eBook: The Better Path to Top-Tier Tech Marketing.
