How do you create content that cuts through the noise? How do you get attention now that there is a glut of content being created?
It’s a valid question: ‘How do you create compelling content?’ What do you do to bring attention to your company, your brand, or yourself now that the social web has become so crowded? How do you stand out in a world of content shock. Here’s a framework for thinking about content creation for sales and marketing.
WHAT IS COMPELLING?
First, we have to deal with the idea of ‘compelling content,’ and this is the difficult part. Compelling to whom? Compelling how? Here’s the thing, compelling is in the eye of the beholder. If you want to be compelling, you have to know what is already compelling to your prospective clients or customers — or what should be compelling to them.
If you are going to create content as part of your ‘above the funnel’ marketing or nurturing efforts, you need to decide who should be compelled and why. There is no better lens with which to answer this question than your buyer’s journey.
‘I HATE EVERYTHING RIGHT NOW’
Most buyers beginning their buying journey are compelled by some recognised gap in their performance. They realise that the status quo is no longer serving them, and they are motivated to change. When they start typing their query into Google, they search for content that speaks to that dissatisfaction.
The gap might be something as simple as not knowing where to eat dinner in a city you have never visited. It might be something more personal, like how to lose weight or get back into shape. But it’s a little more complicated for sales organisations that sell business-to-business where the outcomes are more complicated. The best of your time and energy is spent thinking about the challenges your prospective clients face and how they talk about those challenges.
Bu hikaye thinksales dergisinin February - April 2017 sayısından alınmıştır.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Giriş Yap
Bu hikaye thinksales dergisinin February - April 2017 sayısından alınmıştır.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Giriş Yap
Getting Over Your Fear Of Cold Calling Customers
A recent research study found that 48% of business-to-business salespeople are afraid of making cold calls.
10 Tips To Get Honest, Productive Feedback
Great leaders are great learners. Their never-ending pursuit of information pushes them to constantly improve and sets them apart from the rest. Getting and learning from feedback isn’t always easy, but it is necessary, if we want to become better.
The 5 Things All Great Salespeople Do
The best salespeople know they’re the best. They take pride in their art form. They separate themselves from the rest of the pack regardless of circumstance. So how do they do it? What’s their secret? Are you one of them?
Why Trade Shows Are Worthy Of Your Marketing Budget
Given unrealistic expectations against a modest budget, marketing leaders are routinely tasked with making trade-offs on what stays and goes in their annual budget. In a highly digitised world, trade shows might seem like the ancient way to do things, but they remain one of the best forums for exposure to customers. Increase your success rate with trade shows through more thoughtful planning that aligns sales and marketing to common goals and objectives.
Why CRM Projects Fail And How To Make Them More Successful
CRM is an important tool, but it is just a tool. When the laptops are shut down for the day, it’s your sales team that is responsible for bringing value to clients and driving revenue. Implement your CRM with that in mind and you’ll be pleased with your ROI.
Is Your Corporate Strategy Paying Off?
Key questions to determine if your strategy is working.
3 Ways to Improve Your Ability to Diagnose
Selling requires a strong ability to diagnose the client’s problems and challenges.
How To Create Compelling Content
How do you create content that cuts through the noise? How do you get attention now that there is a glut of content being created?
Build Up Your Resilience By Asking Yourself Two Simple Questions
You may surprise yourself and find good in the bad.
How Marketing Can Increase Customer Lifetime Value
Marketing can play a pivotal role in boosting customer profitability.