How the Best Marketers are Creating Great Content Quickly (part 1 of 2)

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How the Best Marketers are Producing Great Content Quickly (Part 1 of 2)

Producing great content

early in 2013

WILL MAKE,

or BREAK

your year!!

I have trouble producing

enough content to satisfy the

buyers demand

But I’m responsible for making sure they

bump into my content

regularly

Outside agencies have

been disappointing;

they don’t know MY customers well enough, plus they’re

slow and expensive

Buyers are making decisions based on

what they read, view and listen to

online

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What are you to do?...Here’s 3 solutions:Create an Internal Content

Marketing Agency (ICMA)

Complete a Content Audit

Benchmark your current content marketing capability versus your competitors

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Your Best Sales Rep: The Internal Content Marketing Agency

According to Gartner, 99% of buyers of complex products and services begin their process with a Google search….AND…The Sales Executive Council estimates 57% of a buyers purchase decision is made without a sales rep being present.

Do Buyers find you when using their search terms?...

Yes, IF you have your content everywhere to lead them

No, if you only have a few pieces in a few locations

Use the ICMA to effectively and efficiently

spread your content everywhere

AND…

actively engage your buyers without a rep

present

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The Fundamentals of an ICMAWhat is an Internal Content Marketing Agency?

It’s a new specialty in your marketing department. It helps you to make the number by producing custom content.

What does it do?It produces content of sufficient quantity and quality to meet the needs of the Marketing and Sales departments.

What does it mean to use an Internal Content Marketing Agency?

Your company will be able to sell the way your Customer wants to buy. YOU will be able to sell when a rep is not present.

Why not hire an outside firm to produce content?

A 3rd party will never know your customers like you do. They will not know the intricacies of your products and services like you do. They can’t have the sense of urgency or your passion for your customers.

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An Internal Content Marketing Agency has 3 Key Business Objectives:

1. Facilitate the BUYER’S JOURNEY

2. Generate Leads for your team through effective DEMAND GENERATION

3. Sell when a sales rep is not present

Creating an ICMA can be a heavy lift. You may need expert assistance. There’s almost two dozen strategic considerations to be made before you even begin.

Here’s just 2 quick examples:

How often will you generate

content

AND

What will it be about?

To answer these questions, you’ll need some tools like the example ones below

An Editorial Calendar to determine how often

you’ll generate content

And a Production Schedule to track what the content

will be about

Key Consideration #1Does my company have a problem in this area?

Do my prospects find me online every time they search for a solution to their problems?

Does my company “own” the online space around the products and services I sell?

Does my company have deep expertise in search engine optimization?

Is my company (or outside vendor) producing enough high quality content to enable my sales reps and support my marketing team?

If you answered ‘NO’ to any of these questions…

You might have a problem.

Key Consideration #2Could this problem impact me

making the number in 2013 and beyond?

Will your customers use the internet MORE or LESS in the coming years?

Would your field sales teams be MORE or LESS effective with awesome content support?

If you are thinking ‘MORE’… an ICMA could be the answer to your problem.

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Why Should You Care Now ?Content Marketing Institute’s 2013 report states only 36% of businesses believe their content marketing is effective.

What this means for you is this:

You have an excellent opportunity to gain first mover advantage

AND

You can turn your internal pieces of content into your BEST salespeople

An excellent blog on this topic can be

accessed

here.

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Learn More

If you don’t have a lead management process or need help optimizing your current one, Contact us to hear the rest of the story...

Email - info@salesbenchmarkindex.comPhone - 1-888-556-7338Web: http://www.salesbenchmarkindex.com/

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