Does your content do most of the selling for your company? It should. But if it doesn't, your problem may be rooted in not having a content strategy that mirrors an effective sales funnel.
To ensure that your content reflects enterprise sales processes, consider the following four tips based on best-practices we at the TDA Group use on behalf of large high-tech brands.
1. Content matters throughout the entire B2B buyer's journey
Sales needs to focus on closing, not explaining.
Not too long ago, Marketing was typically responsible for only the beginning stages of the buyer's journey: generating interest, awareness, and leads in the form of names, titles, and phone numbers. Salespeople handled much of the rest. Today, that model has changed dramatically: Potential customers are self-educated about products and services, and they contact salespeople only after defining their requirements on their own, having already made most of their decisions.
Because content fosters understanding, it is critical—especially in markets characterized by complex product offerings:
2. Recognize that the sales funnel is shaped like a content megaphone
Paul Gustafson is president of TDA Group, an award-winning Silicon Valley B2B content marketing agency, providing a broad range of services to engage buyers via the Web, smartphones, tablets, and print. Reach Paul via email@example.com or, by telephone, at 650-919-1200 x116.
LinkedIn: Paul Gustafson