Magic and genius at the service of customer experience Camp N°1 / Content Strategy B2B Digital Marketing Maturity So you are now at camp number one in your climb towards a digital marketing that is more respectful of the customer experience. You have convinced your board of directors that you need to move into engagement marketing, you explained the challenges and what was going to happen in the future, and you built a three-year budget plan and you took care of your data. Building a robust organisation Your first task in this base camp number one is to build a strong and sustainable team, both from an operational marketing point of view and content production. You need one to two people to create the campaigns, and I advise you to get a partner to help you with the content because it requires so many skills that, generally, are not in your company. Defining your content strategy A project to be carried out right away that takes a lot of time is to take an interest in one's content strategy: who are your customers? Who are your prospects? What are their difficulties? How can you reel them in with your offers by providing them, by giving them added value; content that will educate them, that will answer their questions, that will help them in their reflective cycle? This is really the core of the reactor. This is what will enable you, tomorrow, to tell interesting stories and make people come to you. It's anything but a hand-crafted approach, an approach by rule of thumb. It requires a lot of methodology. It's quite costly in energy, time and budget, to build interesting content. And the risk here is building content that's somewhat sporadic, that will generate traffic to your website, but which will not lead to a conversion towards your offers. So, once again, I would advise you to get help on this. Transforming your website The content strategy usually leads to reflecting on the website. Does the website accurately describe who you are, does it accurately describe what your offers are? Is the website nice? Is it lead generation oriented? That is to say, will we be able to include stories? Tomorrow, will it be possible to put content in there, one produced by the content strategy? Is there a place to download* white papers, for example? Can we put forms in it? And tracking tools? So, it's a good time for a little website redesign or, at least, orient it towards inbound marketing. Choosing your marketing automation solution And finally, in the last step of this camp number one, you are ready to choose your marketing automation solution. I'm guessing if you're watching these videos, you have the ambition to build a marketing strategy that will reach the top, a marketing that is respectful of the customer's experience. So, I would advise you to take a rather robust solution with which you will be able to level up and get to the top. You need to know that it's quite expensive to change your marketing automation midway. Data migrations are quite difficult. You have a lot to catch up on as you go along. So, my advice: immediately take a robust solution that will lead you to the finish line if, of course, that is your goal. Next building site: