Content Development

Rich, relevant content is at the heart of an integrated sales and marketing approach. We establish sustainable programs that adapt to changing markets and produce timely, tailored content that speaks to target personas at all stages of the Buyer’s Journey.  The steps in our approach are:

  • Working from focused research, identify specific buyer personas that represent the target market
  • Strategize and produce a comprehensive content marketing program to include corporate branded works, traditional promotional materials, inbound marketing and outbound marketing
  • Restructure websites and other online properties to promote better usability, SEO and conversion rates
  • Review and upgrade company and personnel LinkedIn and Twitter profiles
  • Engage and train third-party content producers to provide a steady content stream into the marketing mix for use in inbound marketing campaigns
  • Where appropriate, install and provision third-party tools for cataloging and disseminating sales enablement content and social selling content to Sales

We combine best practices in content production with the latest in Sales Enablement and MarTech solutions to make content relevant and available to the people who need it.

  • Customer Facing Content: case stories, references, sales decks, fact sheets, value justification and calculation tools, and persona-focused content, tailored for the different phases of the buyer’s journey and buyer roles
  • Sales Enablement Content: playbooks, messaging guidelines, portfolio guides, checklists, guided selling scripts, account plans or proposal templates, win/loss analyses, and battle cards

 

 

Our Posts on Content Development

  • How Social Selling Boosts SEO (1/1/2017) - Did you know that social media marketing and SEO are tightly interwoven?  Oh course!  But you might not have thought about the impact on SEO from good social selling habits. Train sales to be good social sellers and marketing will see that social selling boosts SEO results, too. Social selling can enhance your organic ranking, […]
  • MarTech Hacks: When Google Doesn’t Like Your PDF’s (1/24/2016) - It’s a fact that Google has been able to index PDF’s and show them in search results since 2001. Yet there is a persistent belief in the online community that Google doesn’t really look at PDF usually because “my” PDF’s don’t show up on search results. Why does Google like some PDF’s and not others? […]
  • How to Get Customers to Participate in Case Studies (12/3/2015) - Case studies are among your best and highest value content, serving as useful lead gen tools, for education at the beginning of the sales cycle, and again are critical at the final validation stages of the sales cycle.  Yet getting client buy in can be very challenging for the vendor.  Here are our recommendations on […]
  • Getting your blog ready for Social Selling (Part 2 of 3); selecting a theme (11/26/2014) - This is the second in our three part series on getting your blog ready for social selling. Read Part 1 if you missed it. All of the large CMS-type systems support some sort of theme, or “skin”. Our examples for this series are all centered on WordPress, but most of what we say here will apply […]
  • Getting your blog ready for Social Selling (Part 3 of 3); tuning the blog (11/26/2014) - This is the third and last installment in our series on getting your WordPress blog ready for Social Selling.  If you missed it, read  Part 1 here or  Part 2. Now that you have your new blog, it’s time for some refinements to make it ready to support your new Social approach to selling. Here are […]
  • Five Tips for B2B Online: Getting the Most From Your Thank You Pages (7/21/2013) - Website thank you pages are like the pot of gold at the end of the rainbow. Your Visitor just did something to engage your company. That’s good. Now you want to do three things: Make your Visitors feel good about their decision to engage Reward Visitors for engaging Keep them on your website you so […]
  • Great Content Doesn’t Make it Hard on the Visitor (7/7/2013) - While doing research on the making on great content, I turned to an old favorite reference of mine, a lesser-known book by Seth Godin (you didn’t know there was such a thing as a “lesser-known” book by him, did you)? The book is called “The Big Red Fez, How to Make Any Website Better”. Published […]
  • Books We are Looking Forward to Reading this Summer (6/30/2013) - With summer upon us, I am looking forward to a little reading time. Whether you enjoy it in “natural” form or on your favorite e-reader, sometimes you just need to dig in and consume more than 140 characters. Coming soon – sci-fi reality near you. Robert Scoble’s “Age of Context”.  Why we think this is […]