033 - How do you scale content when you are in a small team?

1* “How do you scale content when you are in a small team?”

“2 ways:

1. Create one big asset that can repurposed many ways

2. Create smaller assets that can be combined into one larger asset”

This original piece of content provides a simple 7 step process to help maximise your content.

Don’t create content with one execution in mind, understand how your buyer wants to consume content and build a strategy that enables you to create your own repurpose strategy.

2* Buyers don’t live in PowerPoint slides

We’ve all done it.

We have presented a linear buyer’s journey where we have simplified so effortlessly the complex world of B2B buying, to be solved by a funnel. Where our unsuspecting buyer seamlessly goes from an unknown target customer, to quickly becoming brand aware, then a customer, and finally a beloved brand advocate.

There’s nothing wrong with the funnel graph, it often does a great job at simplifying the complex world of B2B buying.

What’s wrong is the suggestion that we can orchestrate such a smooth transition, from start to finish.

The buyer's journey is sadly not linear.

We might jump a stage or two, we might come back a stage as our research evolves, as time goes on and opinion changes.

Funnel graphs are useful, I will use them again, I’m certain of it, but I will proceed with caution and ensure there is a healthy dose of reality applied to them.