1. 6 actions for sales leaders to get the right sales content

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      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 created “on purpose.” It isn’t created to meet well-defined use case requirements. Marketing is largely responsible for content strategy and development. Yet few marketers can provide clear definitions or guidelines for what effective sales content really is. Most believe they currently create content suitable for sales. They believe the problem is lack of awareness or access to that content. This is flawed thinking. Since content is a key success driver of any B2B selling system, sales leaders must ensure there is enough of the right sales content for sales people to perform well. To do this, sales organizations must “requisition content”...
  2. Modular Content Creation vs. Traditional and Structured Content Approaches

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      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 to audiences. Yet marketers currently struggle to produce content tailored even to relatively simple relevance factors, such as specific industry verticals or personas. Demand campaigns and nurture tracks seldom are targeted to those factors. Lack of data, list segmentation and relevant content are three primary reasons we usually hear. As marketers move beyond content for marketing tactics, and step up to support sales and the sales channel’s content requirements, the ability to deliver highly targeted, situation-relevant content will be an essential capability. Sales engagement is essentially a one-to-one activity. When B2B buying teams are made up of 5 to 6...
  3. Content Source the secret sauce to quality content

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      My cousin arrived from California the other day. As we sat enjoying a bottle of his excellent homemade Cabernet, he told me about his decades long wine-making hobby. Turns out there are many ways to screw up wine in the production process (technical term). But if you don’t begin with the right, quality grapes, there’s little you can do to improve it. It occurred to me this applies to content creation, doesn’t it? If you don’t have the right inputs, there’s little even a great writer can do to produce great content. Content Source is the secret sauce to quality content because it’s the way you acquire and prepare inputs to your content process. Our practice of using Content Source began over a decade ago. We quickly worked to make it a disciplined, robust content practice. When we consider our world without Content Source, we realize we would lose our: Leverage, efficiency...
  4. Is “Last Idea In, First Content Out” Killing Your Content Strategy?

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      We had just completed ten intense weeks creating a business level content strategy for a client. This kind of work produces many work products. Two relate to this story. We carefully defined the client’s marketing and sales use case requirements. And for actionable next steps, a carefully considered and prioritized list of content that was required to support those use cases was also developed. Within days I got “the call.” I call it LII FCO, “last idea in, first content out.” It seems a prospect had asked one of their sales reps a question in a meeting. The rep came back and asked the Vice President of marketing “what do we have I can send to this prospect?” It was an attractive topic. The VP was excited to share with me the opportunity to leverage the work we had just completed. The company had lots of ideas to fuel this creation. After...
  5. Create Customer Content in Multiple Languages

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      The requirement to deliver customer content in multiple languages is further evidence of how new realities are introducing new requirements that demand new approaches. It’s also an example of how new requirements raise the importance of the ability to scale content operations. Content in multiple languages isn’t new. Technical publications, websites and marketing collateral have long dealt with this issue. But that’s exactly the point. Look at how those responsible to meet that requirement had to change content processes, adopt new technologies, and develop new techniques. You don’t know you say? Exactly, another point! The silo nature of organizations has created learning barriers. This post, and the book Global Content Strategy – A Primer, by Val Swisher can help you learn those lessons. Global Content Strategy – A Primer Over the last decade, our list of new content criteria has grown from 6 to more than 9 factors. Foreign language...
  6. How Do Audiences Assess Your Marketing Content?

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      What if you could assess your marketing content the same way your audiences do? How would that improve content quality, audience relevance, performance? Of course. Makes sense. But what exactly does this mean — in practice? I invite you to collaborate in this real-time case example. I have a video for you to view, assess, and provide feedback for recommended improvements. We’ll source reader inputs over a couple of weeks and post the best suggestions. Principle being applied: it’s easier to criticize someone else’s content than our own. But maybe there are lessons we can all learn from this experience. The Scenario AlignMeeting is a new, interactive, online sales meeting platform from AlignRevenue. Their target users are B2B inside sales reps and managers. AlignRevenue created a short introductory video to outline the problems that inside sales reps and managers are experiencing—and a new solution to those problems. The primary goal...
  7. Don’t Just Curate Content – Harvest

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    This blog originally published on the Sandhill.com blog. Curate content to address many content challenges marketers face. Current curation practices focus on automatically generating newsletters, primarily based on third party articles. This approach severely under-utilizes this important tactic. The harvest step is perhaps the most significant part of our curation practice. When we curate content, both internally developed and third-party content, we harvest specific elements from within the source content itself. This reduces or eliminates creation by downstream users, and reduces the time effort for new content creation.   Don’t Just Curate Content – Harvest It! Enterprise marketing leaders and chief content officers use many tactics to serve numerous content constituents and their use case requirements. The emergence of the digital enterprise elevates requirements as groups beyond marketing, including sales and channel sales partners, but also customer service and HR (talent acquisition), must be supported in their use of content and content marketing tactics. One...
  8. Content Management – Aggregate Don’t Upload

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      As a content operations advisory firm, we occasionally find ourselves in the embarrassing position of the “cobbler’s children.” This syndrome reared its ugly head when we realized that our spreadsheet based content inventory wasn’t really working as a good way to discover and access the right content for specific sales, marketing or content requirements. The spreadsheet was the right tool for the initial content inventory job we conducted a few years ago. But the hassle factor for daily use was too high. This showed up as assets not recorded in the document, and pleas for content recommendations going out across email and IM. Before we set out in search of the perfect content management solution, we convened to discuss our use case requirements. We began by analyzing the primary content and content types we used, along with where they were stored.   Content in 18 Repositories That’s when it hit...
  9. Why Google Plus is Our Company Content Hub (and should be yours)

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    This article is written for small and mid-size businesses, but also for groups within larger organizations that are constrained by poor enterprise infrastructure. The points here take nothing away from the fact LinkedIn is an important social platform, especially for personal use and content publishing. Businesses should have strong presence and active participation on both platforms. This post will explain how the nature of Google+ participation is different from LinkedIn and other social sites, and why that should make it a primary hub for all your customer facing content.   If you’re like most people you use social media channels to get your messages and content distributed. You’re being a publisher. Or maybe you’re like me, mostly a listener. If it ends there, you might be missing the most powerful potential for your business, especially for social selling. What if the theory, “be on the social channels your customers are on”...
  10. Customer Facing Content as a Conversation

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    The Four Cs of Content Marketing I’ve written about content as more, and different than, format. While working with clients recently, I’ve heard them wrestle with questions about what content to create, and how to make priority decisions. I think some deeper distinctions about content can help here. When I consider content work, I think about the Four Cs of Content: Conversation Context ContentS Container  Notice that container — format — is my last consideration. This is a big change from the traditional approach to content creation. Typically, format, as in “what do you want to create?” is an early consideration. For example, your approach as well as resource and vendor selection might depend greatly on whether you want to create a blog or whitepaper, PowerPoint or video. This thinking and approach is too limiting for today’s content requirements and challenges. Start with the Conversation Thinking about customer facing content as...

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