#1 Focus on the customer journey in content creation

There is no definitive answer to the question “what kind of content is the best for engaging buyers and ultimately selling your product or service”? Some studies show that case studies, articles and whitepapers perform well, while others show that interactive and short content is what buyers prefer.

The answer to figuring out what your buyers are looking for, is to know them and the journey they go through when purchasing your product or service from end to end.

“The best companies deliberately design low-friction customer journeys and fine-tune how each marketing and sales activity contributes to the overall experience”

– The Boston Consulting Group

This means that the perfect sales pitch does not suffice anymore when creating content that support sales. Potential customers need to be guided and assisted on multiple channels along the way to a purchase.

“The average B2B customer now uses six different channels over the course of their decision-making journey”

– McKinsey & Company

As is evident from the quote above, you can no longer rely on e.g. talking on the phone with your prospects during the sales process, because the prospects themselves utilize multiple channels. Therefore, you need to create content that support customers in every step of their journey to enable sales.

#2 Take advantage of digital tools

The need for digitizing content is not marketing news. The marketing departments have been a step ahead of the sales departments in the utilization of digital technologies for a while, but it is about time that sales reps spend less time calling and e-mailing and that the two departments join forces, since there is a lot to win for the company:

“Fast growing companies are more effective at deploying digital tools and analytics in sales, compared to slow growers”

– McKinsey & Company

We will highlight three specific advantages of utilizing digital tools when working with marketing content that enables sales:

  • Visualization
  • Accessibility
  • Analytics

Visualizing rather than talking about the features, specifications and applications of your product or service is user-friendly. It is also effective in the sense that creating this mix of compelling content makes up a library of content that can be utilized by your sales reps and customers in various situations.

Accessibility is a key benefit of working with digital tools, since quick access to relevant content makes your sales reps’ workday easier, even more so when you work with segmenting the distribution of content to tailor it to the sales reps and the customers in question. Be aware that easy accessibility in today’s world especially means easy mobile access.

Analytics are essential, since digital tools offer infinite possibilities for tracking and gathering data. The days of guessing what kind of content that works are over, now you can know. Get insights into how your sales reps sell and figure out what content that engages buyers and what does not.

#3 Personalize content and make it relevant

Based on your knowledge about customer journeys and content usage insights you are at this point well-equipped to create content that is personalized and relevant to users. Putting the buyer in the center of the content creation is key, but the reality is too often that marketing content is more product-centric than buyer-centric. In the creation of marketing content, the focus should not be on selling your solution but be about tapping into what the buyer needs.

Tailoring content to individual buyers can be cumbersome, but dynamic content can make the process a whole lot easier. Use e.g. prebuilt presentations and templates for your different buyer personas and allow the sales reps to make adjustments that they find suiting for the individual buyer’s needs. This way you will learn more about how sales reps sell, which can help you create the content that they need.

Do you need methods and tools that can inform you about the performance of your marketing content in sales situations? Tell us about your challenge and we will put you in contact with an expert on the subject.

Find out how Napp® can benefit your business: Ask an expert