The Content Marketing Institute just released its “State of Content Marketing 2015,” and it addresses a key point: Too many enterprise companies suffer from poor thinking. CMI stresses the need to separate your content team from other departments because its KPIs differ — or should differ — from others’. However, the report does encourage your content creators to think like other departments.
According to the report, “A great content team must have the ability to go beyond marketing and possess a distinct point of view. The minute the team strays from its point of view because of corporate blowback, the content turns into just ‘more marketing’ rather than great content.”
Specifically, your content team needs to think like your sales department. Thanks to regular interactions and continuous engagement, sales representatives are experts at nurturing relationships with clients — structure your content in a similar fashion.
So how can you shift your line of thinking?
Focus on tapping into your current client base and further impressing this network of brand advocates. After all, you’ve already established trusting relationships with them, so you can save time while quickly boosting sales.
As a leading executive, your main KPI is ultimately sales growth. That said, wouldn’t it be equally — if not more — beneficial for your current customers to do some of the legwork for you?
Brands are missing big opportunities by not utilizing the brand advocates (i.e., current clients) who already exist in their networks.
With thoughtful, engaging, and properly placed content, you can attract and close clients who, in the long run, are going to be:
It’s now your turn to boost your company’s referrals. Here’s how:
Our team created a one-pager for clients to utilize that provides their contacts with a snapshot of exactly what we do and how we do it. It also includes contact information for an Influence & Co. team member. That way, clients know exactly who to get in touch with.
Attracting new leads is critical for any business, but continually engaging your current customers could result in future business opportunities. Your customers are your best assets; they can be your best salespeople, too, if you continue impressing them with your innovation and expertise.