B2B marketing doesn’t need to be boring! How we run big rock campaigns at Cognism with Senior Demand Gen Manager, Jamie Skeels and Demand Gen Content Manager, Amy Collins

Understanding Big Rocks in Content Strategy

Big rocks refer to significant campaigns or assets within a content strategy that help drive overall business goals. Traditionally seen as large reports or e-books in the B2B marketing landscape, the definition has evolved to encompass various forms, including courses and targeted content addressing specific challenges. Cognizum has transitioned to a demand generation strategy where big rocks now serve as essential tools for engaging target audiences more effectively. By focusing on the overarching purpose behind these creations, they aim to produce content that not only adds value but also boosts awareness of their brand.

The Structured Team Approach to Content Creation

The restructuring of Cognizum's team has led to a more collaborative approach to developing big rocks, allowing the demand generation managers and content teams to work together more efficiently. Previously, content was created in silos, focusing on individual personas, but the new structure promotes cross-functional discussions to identify high-impact areas. This shift allows for a better understanding of urgent business needs and a more strategic direction for content creation. By fostering collaboration, the team can now address multiple personas while aligning their efforts with broader company goals.

Impact of Internal Expertise and Collaborative Ideation

Cognizum leverages its internal expertise to enhance content creation, tapping into various subject matter experts for valuable insights and perspectives. This collective knowledge is particularly beneficial when creating comprehensive resources like the Fixture Funnel campaign, which combined both internal processes and external contributions for richer content. The ideation process is deeply collaborative, often sparked by leadership's innovative ideas that resonate with current market trends. By nurturing a culture of creativity, the team ensures that the content remains relevant and impactful in addressing audience needs.

Measuring Success and Engagement of Big Rocks

Evaluating the performance of big rocks requires a multifaceted approach that includes engagement metrics, SEO outcomes, and qualitative feedback. Key performance indicators such as the number of views, time spent on the page, and audience demographics help determine if the content reaches its target audience effectively. Additionally, successful campaigns like the Diary of a CMO also rely on organic word-of-mouth promotion, illustrating the importance of generating genuine interest and discussions around the content. This combination of quantitative metrics and qualitative insights allows the team to continually refine their strategies and enhance future content endeavors.

The Loop

B2B marketing doesn’t need to be boring! How we run big rock campaigns at Cognism with Senior Demand Gen Manager, Jamie Skeels and Demand Gen Content Manager, Amy Collins

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

Understanding Big Rocks in Content Strategy

The Structured Team Approach to Content Creation

Impact of Internal Expertise and Collaborative Ideation

Measuring Success and Engagement of Big Rocks

Remember Everything You Learn from Podcasts