Four ways to achieve McKinsey-style content

McKinsey & Company, the global management consulting firm, is renowned for its unparalleled approach to content marketing.

It fact, it’s not called marketing internally; it's publishing.

The editorial operation spans three regions and involves hundreds of staff, including former journalists and editors from the world's most esteemed publications. While not every firm can invest so heavily in content production, there are valuable lessons from this model that can elevate the process for B2B companies.

1. Define your content strategy

McKinsey excels because it understands its audience: CXOs (Chief Executive Officers, Chief Financial Officers, etc.) and the clearly defined content pillars — otherwise known as ‘the things they choose to talk about’ — cover the sectors and industries they consult in. Consequently, every piece of content appeals to a C-suite audience and aligns with one or more of the firm's consulting verticals. In simple terms, the firm’s content strategy is crystal clear. They know their audience and tailor content to address the issues that keep CXOs awake at night.

2. Invest in robust research

The McKinsey Global Institute is a research powerhouse, churning out comprehensive reports filled with valuable data and insights. While some of these reports extend to hundreds of pages, they contain nuggets of information that can be distilled into shorter, more digestible content for various audiences. Long-form content, when properly researched, written, and presented, can fuel an entire content pipeline, despite its initial density.

3. Fill Your content pipeline

Ever wondered how McKinsey & Company consistently produces copious amounts of content? They pour a substantial volume into the top of the funnel. While it undergoes rigorous approvals and sign-off processes, ensuring not everything sees the light of day, this approach guarantees a steady stream of content flowing from the funnel.

4. Hire the best writers and editors

Partners and Associates may be the architects of the big ideas and client conversations that inspire content, but the art of crafting compelling copy is entrusted to talented writers and editors. These professionals possess the skills to tell a story beyond a PowerPoint deck. It's no coincidence that editorial staff hail from major publications, bringing with them editorial rigour that is the envy of the corporate world. Importantly, this entails having an in-house team of editorial leaders who oversee the content pipeline, shepherd it through various stages of creation, and maintain its quality. Many firms make the mistake of relying on marketers or business development teams for these critical roles, resulting in lacklustre content and poor, or entirely absent, production processes.

B2B companies looking to elevate their content game can adopt some of these principles. By defining a clear content strategy, investing in research, consistently filling the content pipeline, and enlisting top writers and editors, any firm can elevate its content production.