Compelling Content Drives Digital Sales—and HowBy Burkey Belser
May 15, 2015
Understanding and improving the role of branded content in your marketing, digital selling and other business development efforts.
In the first article in this series, we introduced the promise of a digital sales force. Managed and executed well, a digital sales force allows marketers to go direct to prospects and create interest and leads without as much hands on effort from your busy or otherwise BD challenged professionals. The holy grail, right? Yes, if you have compelling content.
Without compelling content, your website is a static brochure, your emails sit unopened, deleted or otherwise ignored and your social media and other channels are the equivalent of white noise. If a digital sales force is a new business engine, compelling content marketing is the jet fuel.
Smart marketers understand this and have plans to increase investment in content—creating a bit of an arm’s race for content that sells. This means the internal and external challenges of content creation will only escalate. What follows are ideas to help you win the race. We’ve split the ideas into tips to improve chatter content and the notion of focusing on anchor content.
Four tips for more compelling chatter content
No news here. Content marketing is the new black. Everyone’s talking about it, many are investing in it, all are wearing it, but few professional services firms are wearing it well. As background, content marketing is not new to professional services. McKinsey Consulting introduced McKinsey Quarterly in the ‘60s to counter the commoditization of strategy consulting at the time.
Read the full Big Idea here.