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

  • Why Privacy by Design and Default are Critical for Emerging Technologies (5/12/2021) - I am a long-time student of the business book, Crossing the Chasm, having read all three editions and helped a number of companies through their own journey across the Chasm. As I’ve been learning more about the growing volume of data breaches and security challenges with emerging technologies like IoT, biometrics, medical devices or video […]
  • Why Paid Traffic Better Isn’t Better Than Organic Traffic (10/21/2018) - I’ll cut right to the chase on this for you. I am not going to tell you paid traffic is “bad” or not do paid search. You should use both paid and organic search in an integrated digital marketing strategy. Paid search is also called Pay per Click, PPC or Adwords, and though there are […]
  • What is SEO and Why You Should Care About White Hats (8/19/2018) - This week we asked our guest blogger and SEO expert Brandon Leuangpaseuth to help us understand exactly what is SEO and what is current best practice. What is SEO (Search Engine Optimization)? Let’s start out by defining what is SEO. Simply put, Google is just an algorithm designed to show the most relevant results to […]
  • Why an SEO Specialist Should Never Be Your First Marketing Hire (11/11/2017) - More and more lately, new startups and established, growing businesses are looking to develop marketing teams. Unfortunately for those new marketing hires, the term “team” is only loosely applicable. That “team” that these fast growing or newly funded businesses hires is all too often a team of one and that’s an SEO Specialist. A single, […]
  • Why Sales Enablement Needs to be a Priority (10/19/2017) - If you have more than 30 sales reps and plan to add inside sales or grow your team in the next 12 months, you need to be thinking about building out sales enablement services. If you have more than 300 reps, your ROI for implementing a formal Sales Enablement Function this year will start to […]
  • Trials, Demos or Tours – what’s right for your SaaS Solution (7/16/2017) - How do you know what’s going to work best to help prospects evaluate and buy your SaaS solution: Trial, Demo, or Tour? Let’s start with some definitions. Free Trial – Opt-in and Opt-out In thinking about offering a free trial, the first question you need to ask yourself is – do you want or expect […]
  • 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; selecting a theme (11/26/2014) - This is the second in our three part series on getting your blog ready for social selling.  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 in some way to the others. […]
  • Getting your blog ready for Social Selling; tuning the blog (11/26/2014) - This is the third installment in our series on getting your WordPress blog ready for Social Selling.  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 some tips you can use today: Publish relevant content frequently—you may need […]
  • 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 […]