Met a great prospect on social media, then found out she was a cat.
Content essentials were invented to improve the relationship between sales and content marketing, which is often in misalignment, and there is a need to eliminate misunderstandings. The sales team are continually asking for more leads to be generated for them, while the content writers want to see more and more content out in the market irrespective of their understanding of the market place and the content’s effectiveness.
Achieving perfect harmony between the two might not be possible for whatever reason. However, when you can get sales and marketing people coordinating with the content writer, the result is a well-oiled revenue-generating machine.
Supporting sales should be at the forefront of everyone’s responsibilities, and failure to understand the sales and marketing function will almost certainly result in poor performance and missed opportunities. Knowing the sales and marketing Key Performance Indicators (KPIs) could be an excellent place to start your understanding of what requires the most urgent attention
What content writers should know about sales and marketing content essentials.
It’s vital to note that every organisation is different, and the best way to familiarise yourself with the sales and marketing functions is to listen and communicative with some of their best customers.
When it comes to creating a content strategy, salespeople are usually your best resource for understanding what needs to put in place. Salespeople are at the coal face every day, chasing after leads. They are the ones talking directly to the customers and prospects you will be trying to reach out to and provide useful information and knowledge. Ask them which pieces of marketing collateral they find most helpful in their sales process, or which marketing content they use in their sales pitch. Use their feedback to guide adjustments to your content strategy.
As a good content writer doesn’t need to be a sales expert, but you should at least know the basics.
- The definition of a companies sales-qualified lead
- The type of content which prospects find most compelling
- Seek an understanding of the buyer’s journey
- The metrics used to track sales performance
- Have a good knowledge of the business’s sales funnel
- The length of a typical sales cycle
- The stages of nurturing leads coming into the sales funnel
- Know where to get support to improve your writing effectiveness and productivity.
If sales and marketing exist in silos, content writers will experience many problems and frustrations. Poor content relating to lead management can have a significant negative impact on long-term revenue generation.
As a content writer, you need to be in agreement with the business management team as well as sales and marketing regarding the company’s vision and objectives and the specific targets they want to achieve.
Content marketing channels is one of the content essentials.
Drive awareness by promoting your content and updates to targeted audiences across the many avenues available to you, including your website, social media and company presentations.
Discover how content distribution can help boost the company’s brand awareness, collect loyal followers and company advocates. Encourage readers to click, act, and become customers.
Content distribution is about sharing, publishing, and promoting the company’s content. It’s how you provide its content to audience members for their consumption through various channels and media formats.
Year after year, hundreds of businesses report increased efforts and spending on their content marketing, or the intention to do so.
However, the great content you produce could be wasted if your audience doesn’t know it exists. Your content distribution is an integral, if not the most important, part of your content strategy.
Monitoring and measuring performance is another of the content essentials.
First, you must have all expectations in alignment, then set critical metrics and create the dashboards.
A growing business needs to be closely and carefully monitored to ensure the success of new investment in content decisions. However, many owner-managers find they feel more remote from operations, as their business grows.
Putting performance measurements in place can be an important way of keeping track of the progress and impact of the content and various marketing channels. It gives you vital information about what’s happening now and it also provides a new starting point for target-setting which will help you implement new content strategies for growth.
Tracking will help you to define new ways to promote your content and support the company and its sales and marketing efforts. Always measure what you manage.
“Just be useful”. Jay Baer
“Writing quality content isn’t about using big words to impress people. It’s about using simple words to get messages across”. Peter Sergeant