Publishing content to customer needs, not a calendar
October 30, 2018
At PatSnap, the Head of Content is Timi Olotu, and he has established an incredibly effective practice. He and his staff develop blog posts, research, and interviews which are prized by PatSnap customers. The process of interacting with customers, performing research, then tracking statistics is so well ingrained, that having a "content calendar" is irrelevant.
Managing Editor: A Different Kettle of Fish: How Timi Olotu Has Built a Successful B2B Content Marketing Program, 2018-Oct-16 by Lee Price
For one, research is key. I try to instill a research sensibility with my team. One of the first things I invested in at PatSnap was a Blue Yeti microphone. We regularly interview people and we need the audio quality to be good. Then we have a framework to document all the key insights, and behavioral and attitudinal trends that we learn from those calls and from talking to salespeople.
But I would say the thing that really gives us an edge is that we spend a lot of time really trying to figure out what we should be talking about. When I joined I tried to stamp out the mentality of having any kind of weekly or monthly publishing quota. We try to stay responsible and do end up publishing pretty much weekly. However, what was important was to shift the mentality away from "we need to be talking" to "we need to be saying something compelling."