Crossing numbers and names off a call list is a thing of the past. Not too long ago sales people used this tactic to prospect new clients. I admit to cold calling, sometimes all day long. Although the skill itself has tremendous value to a young 20-something, I remember thinking there must be a better way.
Fact: If a company isn’t focusing on content it’s already at a disadvantage.
Digital Marketers are now an integral part of the sales cycle. consider that 90% of B2B buyers use search in the research process and look at 12 different suppliers before engaging with a brand. The more attractive and targeted content a company creates, the better it’s positioned to drive SEO, to be viewed as a thought leader amid competition, and to drive users to its website. Both B2B and B2C. Content can quickly become a self-serving tool when buyers need to make a purchase decision.
Companies that do content well: HubSpot and Kraft
HubSpot is one of the most recognized brands in inbound marketing software for small and enterprise businesses – and they practice what they preach. In 2012, Hubspot created 157 ebooks. I think I downloaded about half. A shining example of inbound in action.
Even traditional companies like Kraft are jumping aboard the inbound bandwagon. Julie Fleischer, the company’s director of data, content and media, says that Kraft is “relentlessly pursuing worthiness.” Kraft is pragmatic, paying only to distribute meaningful content.
Any good writer knows that there’s nothing worse than having your name attached to a piece of garbage. Quality writers and marketers won’t put out anything but the best, which is why companies should only hire quality writers to produce their content.
But writing is only the first step. Distribution is the key to getting an audience to actually find and consume your content. From social, email, community portals to partner websites, there have never been more channels to choose from. But the goal is not just to put your content out on every channel available – it’s to determine which channel makes the most sense for your marketing and determine which one has the highest lead to conversion rate.
The point: It’s never too late to implement digital marketing into any sales process.
Visit our website to see how SmashDeck Marketing can help you dramatically improve your Content Marketing ROI and to schedule a free consultation.