The Ultimate Guide For Developing Your B2B Sales Content Strategy

The Ultimate Guide For Developing Your B2B Sales Content Strategy

by Jim Burns on Jul 13, 2016 in Content Marketing

When it comes to content and strategy, few people share a clear and common meaning of each word. Put them together, and what you have is downright perplexing. This is a sales content strategy guide for the perplexed. It is for people in marketing and sales who must collaborate to get these strategic assets right. […]

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Create relevant content based on personality profiles

Create relevant content based on personality profiles

by Jim Burns on Jul 7, 2016 in Content Marketing

We know relevance resonates. Content that addresses each audience interest, persona and situation performs better than generic content. So why not create content based on personality profiles? My first “real job” (working since age 9) was for ADP. One year later I moved into sales. I had a good intuitive sense for my buyers. I […]

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Change your content process to leverage accelerate and scale

Change your content process to leverage accelerate and scale

by Jim Burns on Jul 4, 2016 in Content Marketing

When it comes to customer facing content, much is written about creative techniques, tools and infrastructure. But there is little thinking or discussion about content process change. By changing your content process for strategy and operations you can leverage resources and assets, accelerate production time to real-time, and scale outputs without compromise. My thinking is […]

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Content Source: The Secret Sauce To Quality Content

Content Source: The Secret Sauce To Quality Content

by Jim Burns on Jun 28, 2016 in Content Marketing

My cousin arrived from California the other day. As we sat enjoying a bottle of his excellent homemade Cabernet, he told me about his decades long wine-making hobby. Turns out there are many ways to screw up wine in the production process (technical term). But if you don’t begin with the right, quality grapes, there’s little you can […]

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Why You Need a B2B Sales Content Strategy

Why You Need a B2B Sales Content Strategy

by Jim Burns on Jun 22, 2016 in Content Marketing

If you sell the way you did 10 years ago, you don’t need a sales content strategy. There’s little strategy required to tell people about your company, products, features — just don’t forget those benefit statements! But if you’ve truly adopted a customer-centered sales philosophy you know you have new requirements. The new realities of […]

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7 reasons you’re not getting the most out of customer facing content

7 reasons you’re not getting the most out of customer facing content

by Jim Burns on Jun 20, 2016 in Content Marketing

Missing or under-performing customer facing content has a significant impact on strategic business objectives: new customer acquisition and organic revenue growth, sales and marketing productivity and efficiency for lower selling costs, data acquisition and customer experience. B2B lead generation and conversion rates are universally below expectations. Late stage content in sales cycles hasn’t evolved to […]

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