1. Content Planning — from concept to specifics

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      Most people’s thinking about content is vague and incomplete. Ask for content definitions before your next planning conversation. Listen for answers as “categories” and “formats.” (Even research analysts are guilty of this.) Good definitions evoke an image that is consistent in the minds of everyone involved. But even the elements within categories and formats don’t meet this test. This video introduces a more specific and detailed explanation of the concept “content.” It provides a framework for content planning / strategy that is simple, straight-forward, and extremely effective.   Related Information For a written explanation of how to apply this framework, please see Small moves, smartly made, improve (unified) content strategy Avitage Content Operations Assessment Avitage Enterprise Information and Content Strategy Services    
  2. Why You Need a B2B Sales Information and Content Strategy

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      If you sell the way you did 10 years ago, you don’t need a sales content strategy. There’s little strategy required to tell people about your company, products, features — just don’t forget those benefit statements! But if you’ve truly adopted a customer-centered sales philosophy you know you have new requirements. The new realities of selling to self-educating, digital era buyers has made having the right information an essential tool for sales professionals. The right content addresses every key buyer decision point throughout the customer engagement process. The importance and complexity of this requirement demands a strategy.   Sales people need content to sell In B2B sales, especially a complex, considered or value sale, sales people still generate most of their sales “leads.” They develop virtually all sales opportunities. As it is for marketers, content is essential to capture prospect attention and generate interest. For sales people, tracking prospect content consumption indicates...

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