Cracking the Code to Content Marketing with Salesforce 

Content marketing requires more than just creativity.

It demands a strategic approach rooted in collaboration, consistency, and data-driven insights. Salesforce, a leader in customer relationship management, offers a prime example of how to revolutionize content marketing to drive meaningful business outcomes. 

Centralize Content Strategy for Consistency 

One of the key takeaways from Salesforce’s content marketing transformation is the power of centralization. Jessica Bergmann, Vice President of Content and Customer Marketing at  Salesforce, spearheaded a shift that placed content marketing as a strategic function within the company.  

By centralizing content operations, Salesforce ensured a consistent voice, tone, and messaging across all its channels. This centralization wasn’t just about controlling content; it was about creating a unified narrative that resonates with customers at every touchpoint. 

Read More: What is Knowledge Base & How to Build it in 2024

Empower Teams with Strategic Roles 

To bridge the gap between what audiences need and how Salesforce achieves its business objectives, Jessica introduced two pivotal roles: content strategists and editorial leads.  

These roles became embedded within brand, persona, and industry teams, ensuring that content was not only aligned with business goals but also tailored to the specific needs of different customer segments. This approach exemplifies the importance of empowering teams with the right expertise and tools to deliver content that truly matters. 

Leverage Technology for Seamless Operations 

Salesforce’s centralized content operations team plays a critical role in managing the company’s content ecosystem. By using a central content operations tool, the team oversees real-time editorial calendars, workflows, and a global measurement dashboard. 

This technological backbone allows Salesforce to streamline content production and maintain a cohesive strategy across its global teams. For any organization looking to scale its content marketing efforts, investing in the right technology is non-negotiable. 

Read More: How to Create a Content Marketing Strategy (+ Additional Tips) 

Integrate Cross-Functional Collaboration 

A key to Salesforce’s success is its emphasis on cross-functional collaboration. By working closely with product marketing, creative, and campaigns teams, the content marketing function at Salesforce operates as an integral part of the broader marketing strategy.  

This integrated approach ensures that content is not created in isolation but is instead part of a larger, cohesive effort to educate customers and drive business growth. 

Measure What Matters 

In content marketing, measurement is everything. Salesforce’s content performance dashboard is a powerful tool that provides visibility into how content is performing across the organization.  

By measuring traffic, engagement, and progression, Salesforce ensures that its content  efforts are aligned with business objectives. This focus on actionable metrics helps teams make informed decisions about what content to optimize, promote, or cut. 

Prioritize Strategic Initiatives 

Salesforce’s ability to juggle multiple high-impact projects, such as Dreamforce,  Salesforce+, and the #TeamEarth campaign, is a testament to its strategic prioritization process.  

By using the V2MOM framework (vision, values, methods, obstacles, and measures),  Salesforce aligns its content marketing efforts with the company’s broader goals. This structured approach allows Salesforce to allocate resources effectively and ensure that its content initiatives deliver maximum impact. 

Read More: What is a content plan 

 Focus on Audience-First Content

At the heart of Salesforce’s content marketing strategy is an unwavering focus on the audience. By adopting an “audience-first” mindset, Salesforce’s content teams strive to create content that not only addresses customer needs but also earns the right to market to them.  

This approach is particularly important in today’s content-saturated environment, where businesses must offer genuine value to stand out. 

Develop Long-Range Content Plans 

Content marketing is not just about quick wins; it’s about building long-term relationships with your audience. Salesforce’s commitment to long-range content planning, which integrates thought leadership, search, and editorial efforts, ensures that the company stays top-of-mind for its customers throughout their buying journey.  

This long-term focus is key to nurturing leads and converting them into loyal customers. 

Invest in Content Marketing Talent 

Hiring the right talent is crucial for any successful content marketing strategy. Salesforce’s experience highlights the importance of bringing in content marketing experts who can execute the strategy effectively.  

These experts not only bring fresh ideas to the table but also ensure that the content marketing function is respected and prioritized within the organization. 

Show Early Wins to Build Momentum 

Finally, one of the most important lessons from Salesforce’s content marketing journey is the value of showing early wins. By focusing on quick wins that demonstrate the impact of content marketing, Jessica and her team were able to build momentum and secure buy-in from senior leadership.  

This approach is essential for any content marketing team looking to establish itself as a strategic function within the organization. 

To Sum Up

Salesforce’s content marketing transformation offers valuable insights for businesses at any stage of their content marketing journey. By centralizing content strategy, empowering  teams with strategic roles, leveraging technology, and focusing on audience-first content, 

Salesforce has created a content marketing engine that drives real business results. For organizations looking to elevate their content marketing efforts, these lessons provide a roadmap for success.