Figaro Digital caught up with Katy Shaw, digital account manager at Codecomputerlove, ahead of her appearance at our B2B Roundtable last week.
Tell me about your work with Codecomputerlove
I’m a digital consultant at code, which means that I work with our clients on developing their long-term road maps and how digital can help their business, and my focus is mainly on content. The content that code covers is most of that digital spectrum, because we come from more of a design & build background, and that’s making sure the content on site look great, but also the copyrighting and imagery all the way through to content marketing and how brands can reach their customers elsewhere.
Code has worked across B2C in the past- does that give you a different angle from which to approach B2B campaigns?
With B2C clients we often get to be more creative, which I’ve been able to apply to B2B. People do have a perception that in B2B conferencing, when you’re talking to business people, it has to be boring and dry, and that’s definitely not the case. I think the experience from the content we’ve done with other brands has certainly helped with that.
Where do you think other B2B marketers are failing at the moment, and what advice would you give them?
The main thing is that the people they’re talking to are still human, and the content they’re producing is still going to help those people solve a problem. It is still useful for them, and there are clever ways you can make it more engaging, and I have a couple examples I’m going to talk about on Thursday. But that would be the main thing: content doesn’t have to be dry, or a white paper, just because it’s in the B2B space. People still want to see interesting and clever executions of content that will grab their attention.
Is it possible for marketers to re-purpose old content?
You have to think back to why that content was originally produced in the first place: what problem was it trying to solve? Get back to that, and see if there’s another way it can be executed on the page, maybe put it across differently, or brought to life visually. Think about that audience and where they are now as opposed to a couple of years ago.
How do you structure your team to implement an effective content strategy?
This is one of the biggest things I think you need to make your content succeed. I think it’s really important to make sure that there’s a single person who’s owning that content and giving the green light before every content piece is published, so that final responsibility is really important. And also having frameworks in place for content governance.
Can small B2B marketing teams affect the same results as large ones?
It depends on the sort of the organisation and how much content they want to produce. Most companies will work with agencies for that support. We’ve seen some of our clients over the past few years have recruited more as content has become more of a focus. The clients we work with have teams as small as one or two people, all the way up to 15-20 people. But the main thing is having that one single person who is the- I guess the guardian of the content, before it goes out. That’s the most important thing, and then the production and things can be managed however best internally.
Can you give me an overview of what you’ll be talking about on Thursday?
My talk will be one the Five Steps To Effective B2B Content Strategy. I’ll start with some of the problems that we’ve seen clients are facing in the B2B world, along with some content that’s not too great, and some content that’s really good in the industry. Then I’ll talk about these five stages and have some more practical tips to take away, like those tools that I mentioned, to help them work more effectively.