Our prior two ideas in this series discussed creating a content team and highlighted the use of case studies as useful content examples to bring your sales and marketing teams together. Now let’s take a look at some important ways to ensure your sales team and your prospects can easily find content related to projects that they are currently working on.
Website
When content is produced, the first reaction is to get it posted to the company website for customers and employees to find. However, some websites are structured to find content easily and others are not. Be sure the content you produce is categorized by topic, vertical market, solution type, or any other organized manner that allows prospects to easily find the information.
Blog
Posting content to the company blog allows internal and external subscribers to be informed of the addition of the article and related content. This can bring a topic to top-of-mind quite easily and can be referenced in social media posts and email campaigns.
Social Media
By posting certain types of content directly to social media, significant exposure can be had. Video content is favored by social media channels, ensuring an increase in viewership. This is also a great way to get sales team members to share, like, and comment on content with a few simple clicks. This interaction spreads the company message and also exposes additional people to the campaign, especially on LinkedIn.
YouTube
While YouTube is often placed in the same category as social media channels, it has a purpose beyond social sharing. YouTube is also a great place to deposit vide content for easy reference by sales teams and customers alike. Categorizing your channel with a variety of playlists will be researching a specific topic much easier.
While digital content is easy to share and search, do not forget good old, printed copies. Sales team members are making appointments with prospects and having a printed copy or two of various content pieces, like case studies, can be helpful during in-person meetings.
Staff Resource Portal
Marketing teams often create internal folder systems, like on SharePoint or Dropbox, where employees can quickly find marketing materials for various topics, solutions, and campaigns. Commit to creating your staff resource portal and begin organizing content so everyone can access the information quickly.
Make it Easy
Having content is a great step to enabling the sales team with resources. However, if they cannot find the resources easily or if they forget the resources exist, then their value is significantly diminished. Be sure to create a culture of enablement where the sales team knows there are always digital content resources available to support their efforts.
Our team is here to support your sales efforts and marketing programs by helping move from great ideas to needle-moving content production.
Contact Vector Firm today to discuss your sales initiatives and content marketing needs.
