Avitage - Content Operations Management

Marketing and Sales Content – Differences That Matter

by Jim Burns

Featured, Marketing and Sales Strategy, Sales Ready Content

What IS the difference between marketing and sales content? This is a good question to ask across your organization. The answers will reveal people’s thinking and understanding about “content” in general. Notice how clear, specific, consistent and actionable the responses are. Or not. Why does this matter? Effective sales...
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6 actions for sales leaders to get the right sales content

by Jim Burns

Featured, Marketing and Sales Strategy, Sales Effectiveness, Sales Ready Content, Tips & Techniques

Sales performance suffers due to poor or missing situation-ready sales content. This is still a common B2B selling problem. Despite significant investments in sales and marketing technologies, most B2B organizations don’t provide enough of the right content to their sales and channel sales organizations. Sales content isn’t designed and...
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Microcontent — the most important content type you don’t manage

by Jim Burns

Content Marketing, Content Operations, Featured

Microcontent isn’t widely understood or consciously used. When it is, it’s usually by marketing for social media content. But micro-content may be the most important content type you have, and you probably don’t manage it. Microcontent is simply what the words imply. The term is credited to user experience...
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Modular Content Creation vs. Traditional and Structured Content Approaches

by Jim Burns

Content Operations, Featured, Tips & Techniques

As content marketing practices mature, organizations look for new ways to gain advantages and improve content performance. One of the most elusive tactics is to optimize content for audience and situation relevance. Numerous studies have shown business outcomes improve significantly when content delivers highly targeted, useful and relevant insights...
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What is a Leveraged Content Supply Chain?

by Jim Burns

Content Operations, Featured

In What is a Content Supply Chain? I identified the shortcomings of the traditional and still prevalent process by which B2B organizations create content. I concluded by saying the question is, How do you design a content supply chain process that will optimize 10 essential content criteria, especially the need...
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B2B Sales Conversations — By Design

by Jim Burns

Featured, Sales Conversations, Sales Effectiveness, Sales Ready Content

To paraphrase David Packard, sales conversations are too important to leave to sales people. B2B sales conversations for key touch points should be designed. This optimizes conversation effectiveness and simplifies selling. It provides a common baseline that makes feedback and continuous improvement possible. How have you designed the sales conversations...
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