Sales Content for Knowledge and Sales Performance Support

Sales Content for Knowledge and Sales Performance Support

by Jim Burns on May 16, 2018 in Content Marketing

This article is a deeper consideration of some of the questions and answers raised in my article, Marketing and Sales Content — Differences that Matter. A category of sales content I highlighted is Sales Knowledge and Performance Support. Outside of onboarding, periodic training, and informal sharing, this is an area that is largely left up to individuals. […]

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Marketing and Sales Content – Differences That Matter

Marketing and Sales Content – Differences That Matter

by Jim Burns on Jan 24, 2018 in Content Marketing

What IS the difference between marketing and sales content? This is a good question to ask across your organization. The answers will reveal people’s thinking and understanding about “content” in general. Notice how clear, specific, consistent and actionable the responses are. Or not. Why does this matter? Effective sales content is a strategic imperative when […]

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How to Uplevel Your Content Operations

How to Uplevel Your Content Operations

by Jim Burns on Jan 23, 2018 in Content Marketing

At some point B2B executives realize that adding resources and technology to the traditional content operations process produces only marginal improvements. Digital era content requirements are rising exponentially. They will not be addressed with the current process. This will become even more evident when marketing begins to adequately support B2B sales content requirements, as well as […]

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Micro-Content: The Most Important Content Type You Don’t Manage

Micro-Content: The Most Important Content Type You Don’t Manage

by Jim Burns on Sep 26, 2017 in Content Marketing

Micro-content isn’t widely understood or consciously used. When it is, it’s usually by marketing for social media content. But micro-content may be the most important content type you have, and you probably don’t manage it. Micro-content is simply what the words imply. The term is credited to user experience expert Jakob Nielsen: “micro content is a small group […]

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Content Creation: Modular vs. Structured & Traditional

Content Creation: Modular vs. Structured & Traditional

by Jim Burns on Sep 13, 2017 in Content Marketing

As content marketing practices mature, organizations look for new ways to gain advantages and improve content performance. One of the most elusive tactics is to optimize content for audience and situation relevance. Numerous studies have shown business outcomes improve significantly when content delivers highly targeted, useful and relevant insights to audiences. Yet marketers currently struggle […]

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Situation-Ready Content, On-Purpose, By Design?

Situation-Ready Content, On-Purpose, By Design?

by Jim Burns on May 1, 2017 in Content Marketing

  I’m done talking about “content.” The word is too conceptual to have any useful meaning. In my world, words matter. To work, words must convey common meaning. I believe the word “content” and how it’s used actually causes problems. This is undoubtedly a contributor to quality problems experienced with marketing and especially selling content. Sales tells marketing, “we need better content.” Marketing replies, “what kind of content do you need?” Sales: ” we need customer stories, presentation support, videos, etc.” Sound familiar? And I could go on about content for certain stages, personas and industry verticals, among other important relevance categories. Having managed a business that created content for B2B sales, marketing and training organizations for 20 years, we regularly dealt with requests expressed this way. Knowing desired content formats, audience types and selling stages is simply insufficient input to inform quality content. We would ask, “What exactly do you want this content to say? What outcome do you want this content to produce?” (See What “Job” Do You Want Content to Do?) Marketing organizations are under considerable pressure to “publish or perish.” Content calendars identify topics for each asset. Perhaps  personas are named, although the data show this to be exception more than rule. Writers are hired and told to write well. Often subject experts are enrolled to create content. Without an effective, formal, content requirements document that includes quality criteria, results are dependent on resources, time available and other factors that constrain optimum outputs and quality. (See […]

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