Pre-produce content so it’s there when you need it (like when the Earth shakes)

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Yesterday’s earthquake presented one of our customers with an example of the importance and impact of creating and managing modular video assets.

We work with our customers to help them create content like publishers in order to accelerate their customers’ buying process, and one of the key fundamentals is pre-producing content across a variety of topics (not to mention – roles, buying stages, industry and other factors), so that “it’s ready when you need it.”

Our customer Building Engines is a software-as-a-service for managing real estate operations. Natural disasters such as an earthquake have significant ramifications for a building manager including the need to notify and update tenants across multiple communications channels, track and manage these communications, and for operations staff to file incident reports.

With the news of the earthquake reverberating on Tuesday, Building Engines was able to leverage their content to contribute to the conversation, share and generate attention.

As background, we have been working with Building Engines over the past year on a content marketing and demand generation program. As part of this, we use a content framework based audio acquisition process to drive the creation of modular content assets. In recent months, we have created audio/visual content for use across multiple buying stages and purposes including:

  • Thought leadership
  • Customer stories
  • Company introduction from a customer perspective
  • Education oriented, nurturing content
  • Demo snippets
  • Sales vignettes

In engaging in dialogue around the earthquake, the Building Engines sales & marketing team leveraged content including:

  • 1-minute video vignette for sales to share with active prospects. This video was created on the fly and included a walkthrough of the communications module, mobile application and reporting, and a personalized call to action.
  • 2-minute video vignette with a subject matter expert (Kathy Nickerson of Robert M. Currey & Associates) addressing risks related to increased earthquake activity – shared via Facebook, Twitter and other social media outlets
  • A more comprehensive prepared buildings guide packaged both as a video series (no longer publicly viewable) and a microsite, delivered as timely information to earlier stage prospects

The earthquake serves as a set of circumstances that many of us can relate to – something unexpected, that became a relevant topic of interest for many.

In fact, these types of situations occur every day amongst buyers – lots of “mini-earthquakes” (to stretch the analogy) as they move through their buying process and encounter different situations for which content can help.  Both sales – engaging in later stages deals and looking to remove any barriers – and marketing – looking to pre-build lead generation and lead nurturing campaigns – have a need to respond to topical situations without the long lead times of traditional content creation.

Pre-producing content so “it’s there when you need it” is part of thinking and creating like a publisher. When coupled with managing content as assets (so they are easily maintained and updated), this helps to address one of the major challenges of the sales and marketing revenue engine – having the volume of relevant, accessible and easily tailored content required as sales and marketing engages with customers throughout their buying process.

Resolving the number one unconsidered cause of low B2B sales and marketing performance, and revenue growth …
… the inability to deliver effective knowledge, conversations, and situation-specific information (content), in context, at scale
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