In Part 1 of this 2 part blog series, I described why creating good content is necessary to drive sales. In order to create great content, start with your buyer personas. If you’ve already been creating content in your company, now is the time to do an audit.
First, check what content is outdated and where you need to update the messaging, branding etc. Next, use your buyer personas to create different buckets of content. Remember that I talked about personas in part 1? If you know that your decision making unit typically consists out of a director of Finance and VP Marketing, create content that will assist them during their buyer journey.
Eventually, you should end up with a well segmented content database that’s relevant to your audience. Now, take each “bucket” and create subgroups of content that are specific for certain buyer stages. For example, at the early stages of a buying cycle, price sheets aren’t going to be relevant. Chances are your prospect/customer would rather be educated about the benefit they’ll receive from your product or maybe they aren’t ready for that and need to understand the problem or industry first. We like to call this sales driven marketing content.
Structure your sales content for the conversation
Making sure that the content you create matches the context of the conversation is critical to increase your sales. Hyper relevancy enables you to shrink your sales cycle. In B2B sales, the typical buyer is already through 60% of his buyer journey before contacting the sales team. So why would you spend your time talking about things they already know about? During the sales conversation, try to uncover where your buyer is located in his journey, and start using the right content from that point on. Therefore, it’s important to structure your sales conversation content.
In order to develop an effective content structure, you’ve got to start at the top of your content library and work your way down. This is important to have an intuitive environment for both the buyer and the salesperson. For example, the first layer of content structure could be language or country specific. This is especially important for bigger companies with a global presence.
If you’re active in, let’s say Belgium, France, Germany and the United States, chances are you’ll have 4 copies of each piece of content. One in Dutch, one in French, one in German, and one in English. This language segmentation is necessary to make sure that your French buyers aren’t going to receive product information in Dutch, for example. That wouldn’t add any value to the conversation and it might slow down the sales process.
Once you’ve got your groups of language-specific content, it’s important to analyze each language group separately. Look for the persona specific content buckets you’ve just created. Afterwards, search for buyer stage content that’s catered to your persona buckets. In order to better structure your content, your segmentation might look like this:
Translations of content based on locations you serve
Target audience of the content (buyer persona)
Buyer stage of that prospect
Quick summary, if you’ve got a meeting, use marketing content in your buyer’s tongue, content that’s relevant to their business needs and to the correct stage in the buying process.
When reading this series, you might’ve noticed that structuring content to drive better conversations can be a struggle for most marketers and salespeople. Using tablet devices and mobile sales enablement technology can help you align the marketing content you create and the sales conversations you’re having. To learn more, check out this Ebook on Mobile Sales Enablement Simplified.
This article originally appeared on the Showpad blog.
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