June 7, 2011
Tech marketers constantly ask my team and me, “How much content is necessary in a content marketing plan? “ It’s a vexing question but one that can be answered with the fourth guiding principle.
Guiding Principle Number Four: Content 3×3
Buyers and influencers of high consideration B2B technology solutions typically use about three distinct content types during the awareness, the consideration, and the purchase phases of the buying process — a total of nine pieces. Before you go out and generate more content or start cutting down what you already have to hit this average, keep in mind two previous guiding principles that affect your content strategy. Guiding Principle Number One stated that you are likely to have a minimum of three to four key influencers for your solution. That means you’ll need to ensure that you’re applying the 3×3 to each buyer and influencer. Don’t panic though, it doesn’t mean you need to go out and create 27 to 36 different content pieces. Guiding Principle Number Three highlighted the 3:1:1 ratio, which means buyers and influencers typically find 70% of the content that they consume on their own. That doesn’t mean you can’t create content for them to find, but it means you don’t have to create all 27 to 36 pieces. Also, look for reuse or shared content between buyers and influencers.
So the next time you are deciding on how much content to create, remember the 3×3 — it will serve you well.
About the data: These data points come from the Forrester Tech Marketing Navigator database and decision tool that helps tech marketers reach and influence their buyers. Forrester Tech Marketing Navigator measures how tech buyers and influencers consume marketing across awareness, consideration, and purchase. The data is collected through more than 20,000 interviews per year, covering 20-plus technology categories, across 11 geographies, and annually influences more than $4 billion in marketing program spend.