How to Get the Web Content You Want From the Employees You Have

With the growing significance of the Web as an integral part of the long B2B sales process, companies are more aware of the value of content: meaningful communications material that attracts (and holds) prospect attention.

But... where will that content come from?

It can—and should—come from you and your employees. Here's what's involved:

1. Reset your communications priorities

Our first impulse may be to write "about" our company, our product, or our services. But it is impossible to rise above the clutter of competing promises by simply creating more clutter. Your true purpose is not to inform, but to connect. Your real priority is to build trust by establishing your credibility as an informed authority, a resource, someone who understands your customers' challenges and has the expertise and experience necessary for meeting them.

For example: St. Jacques Franchise Marketing introduced itself to the franchise world with a beautiful, 8.5" x 11" report that combined unique market research with expert advice. The report generated new leads and media exposure, and instantly attracted recognition and connections within the industry's leading professional organization. No corporate capabilities brochure—of comparable size and expense—would have accomplished any of that.

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