Best Practice Report

It’s All About Leverage: Rationalizing B2B Content

January 1st, 2018

Summary

Content is planned and used by multiple B2B functions to fuel the success of their programs. The more complex the organization, the greater the likelihood of duplicate content efforts or missed opportunities for content that can benefit multiple functions. Content strategy and operations creates value by providing visibility and leverage across functional content plans.

B2B content leaders handling broad content requirements must create efficiencies of scale. But with so many functions producing content, organizations often run into issues with duplication and misalignment. The solution is a content strategy and operations function that leads a cross-functional effort to rationalize content at the planning stage, identify opportunities for interlock, and reduce the need for unique content assets that cannot be reused. In this report, we explain how to create a content leverage map that supports content planning and cross-functional needs through the rationalization of assets across multiple functions and programs.

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