Which departments should be involved in creating content?
- All departments
- Just marketing
- Just marketing and sales
- All customer-facing departments
3 Departments of Your Company That Can Benefit From Content
As I just said, marketing is obviously linked to the content. For many companies (Influence & Co. included), content marketing is basically your marketing strategy-especially as input marketing has continued to gain ground.
The content has become central to all the goals you’re trying to achieve and all the tactics you use to achieve these goals, so you’re probably putting it to use in a variety of ways. In case you need a quick refresher course, however, here are three key areas where marketing should absolutely be using the content:
Lead generation: My team found that about 18-25 percent of our quarterly revenue comes from new marketing clues that were generated from content that we had written and distributed. If you are not using content to attract, nurture and close clues, you are leaving recipes and opportunities on the table.
Audience nurture: No matter what stage of the buyer’s journey a leadership or client of ours has reached, we use the content to educate him-whether he sees this content through social networks, receives it in his email inbox, or receives it from a seller.
Search engine optimization: Virtually all organizations had to learn about SEO to follow the audience and learn how they discover content. Generating your own content helps increase SEO, rankings and online visibility.
You probably already create specific sales content, be it in the form of a product or service pagers, comparison sheets, offers, or some other type of Sales Guarantee. But you must go beyond sales, promotional content. The thought leadership content that you create on your own (or with other leaders and experts in your company) can seriously help your sales department.
This is because 45 percent of decision-makers and 48 percent of C-suite executives reported that the leadership of a company’s thinking directly influenced them to reward business for that business. Your content can fundamentally change the way your sales team works, so empower all your representatives with educational content that allows your processes, and encourage them to use it in these three ways.:
Customer service: If you are sending disclosure emails, touching the base on LinkedIn, or sliding into a client’s DMs on Twitter, your sales team can make sure to use educational content to arouse interest.
Lead nurture: When a leadership has a question for a seller, and the right answer is highly involved, the content is the perfect way to complement the sales process and avoid wasting 20 minutes of a sales call by answering a detailed question. This applies to creating e-mail, too; go straight to the point in your communication, and complete the details with the content of your company.
Start conversations: Content is a great tool for Account-Based marketing; use it to attract the attention of that person whose interest you are waiting for to sink. You can also ask your opinion on a topic you are writing. People love being asked for their opinion, and that can really strengthen their content.
3. Account Service
Often, traders and their teams view content as a way to generate leads (and even allow sales), but stop actually using this content to serve these customers once they sign. If you can get content in the hands of your account managers or customer service representatives, you can overcome many of the same challenges that your sales team uses content to address, including:
Efficiency: sometimes customers ask repetitive questions; sometimes they ask really specific questions that require detailed answers. In both cases, it is much easier (and faster) for all involved if your account managers can simply give a high-level response and send content from your subject experts that dives deeper.
Retention and upselling: This method of using content also contributes to keep customers happy enough to stay-and to burden them with their services. Educating your customers continuously, showing them that you understand the issues they are interested in, and providing value above and beyond what they may have expected are all good ways to encourage them to continue working with you.