Much like in the story of “Goldilocks and the Three Bears,” tech marketers must find the right balance between too many and too few messages. Common pitfalls include standardizing on a one-message-fits-all philosophy to having so many messages that sales and marketing are unable to deliver them to the right people, at the right time, and in the right context. That’s where Guiding Principle Number Five fits in.
Guiding Principle Number Five: Messaging 3x2
For almost all technology solutions, it’s necessary to have variances in messaging to reflect the different roles or titles, geographies, size companies, different industries, etc., that tech marketers are targeting. The good news for tech marketers is that Forrester Tech Marketing Navigator data shows that by focusing on the top three shared messages that are relevant across multiple segments and the two messages that are uniquely relevant to a specific segment/target, tech marketers can achieve the Goldilocks’ “just right” quotient for messaging.
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 3x3
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 3x3 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 3x3 — it will serve you well.