In the struggle to stretch your dwindling marketing budget, you simply don’t have time or resources to waste. And you definitely can’t justify doing the same task over and over again.
But for B2B marketers carrying the added burden of content creation, it might feel like you’re always searching for the same information. Think about it: All your posts should tie back to a well-defined strategy and work toward your overarching company goals. So when creating new content, you constantly need to refer back to old posts. But the time it takes to search for a blog post, skim to the right paragraph, and apply that knowledge to your new article is all time wasted.
By taking time on the front end of content creation to store key information, you’ll strip hours off the tiresome content-creation process later on. And it all starts and ends with knowledge management.
With an efficient knowledge management system in place, you can store crucial research, thoughts, opinions, and examples and access them when creating new articles. Here are a few other advantages of building a knowledge bank:
Knowledge management might seem like glorified note-taking, and in some ways, it is. With plenty of time and organizational skills, anyone could create a knowledge bank. But most organizations just don’t do it. Often, it’s because they don’t have a solid process for knowledge sharing.
Imagine if you sent 10 developers on your team a list of 20 questions about the technical aspects of your product. But because you know nothing about technology, the questions are ill-informed and somewhat confusing. The developers probably wouldn’t take the assignment seriously, and you wouldn’t get the information you need.
For experts who have a wealth of knowledge but lack the communication skills to share them — like your developers — we use knowledge sharing to obtain their insights. And with that information, we work a little editorial magic to turn them into polished, publish-ready content in the form of guest-contributed articles, whitepapers, e-books, blog posts, etc.
Here’s how the process works:
When applying these ideas to your own company, make sure to keep your team member focused on one narrow topic, audience, and question at a time. Welcome tangents, but recognize that all the information might not address the topic at hand. In any case, upload it to your knowledge bank, and save it for another article or blog post to avoid repeating the question later on.
To create the best content possible for your company, you can’t afford to repeat tedious tasks like gathering information and research. Implementing a knowledge-management process will not only save you time, but also lead to more detail-rich and educational posts. And as other team members join in and begin to see the value in content marketing, the life of a marketer won’t seem so stressful.