Why You Should Solve Prospect Problems without Selling to Them
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Why You Should Solve Prospect Problems without Selling to Them

The main goal of a sales conversation is to solve prospect problems, and help them decide which solution is right for them. When they hear that, many salespeople intuitively go straight to “and the solution is our product.” But there are often times when your product is not the solution: The price point isn’t right,…

How to Leverage Content in Sales Communications
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How to Leverage Content in Sales Communications

Your marketing content is a powerful lead gen tool. But that’s not all it’s good for. It’s also a great tool for salespeople to engage both prospects and customers in conversations, nurturing them wherever they are in the buyer’s journey: Engage a cold prospect. We’ve all had a prospect go cold. Rather than reach out…

When Should You Mention Product in Your Content?
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When Should You Mention Product in Your Content?

Every company wants to mention product in their content. But that doesn’t necessarily mean you should. Not everything you publish should end with “Want to to learn more about [topic]? Contact us for a demo.” Not everyone who reads your content is ready to hear about your product at that very moment. For instance, if…

How to Write Content for the Decision-Level Buyer
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How to Write Content for the Decision-Level Buyer

When people think of content marketing, the first thing that comes to mind is usually top-of-funnel, awareness-level content. This content draws people in at the beginning of their buyer’s journey, allowing you to nurture them all the way along their journey to becoming a customer. But at some point, you’re going to need to generate…

Sales vs. Brand: Which Should You Prioritize in Your Content?
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Sales vs. Brand: Which Should You Prioritize in Your Content?

Brand matters. But unless you’re Disney, Apple, Amazon, Microsoft, Nike, McDonald’s, etc., it matters a lot less than you’d think. Especially in the early days of your business, you don’t really have a brand. You have many components that can lead to the eventual creation of a brand — values, expertise, visual identity. But the…

Overcoming the 3 Most Common Content Marketing Challenges
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Overcoming the 3 Most Common Content Marketing Challenges

  Most companies are engaging in some kind of content marketing. However, according to most marketers, there’s a significant gap between how they are currently performing and how they want to perform.  Consider the following stats from OptinMonster: 65 percent find it a challenge to produce engaging content 60 percent say they can’t product content…

Bottom-of-Funnel Content is NOT Product Marketing
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Bottom-of-Funnel Content is NOT Product Marketing

There’s a simple trick to maximize your content marketing return on investment.  It will shorten your sales cycle, bring in an audience that’s ready to make a purchase, and empower greater marketing and sales alignment. That trick is: Start from the bottom and work your way up.  By that I mean, start by creating bottom-of-funnel…

Our 5-Step Content Creation Process
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Our 5-Step Content Creation Process

Creating great content isn’t about waiting for a stroke of genius or waiting for the muse to strike. Creating great content is about developing a specific, repeatable process for generating consistent results — and then following that process even if you don’t feel like it. As a content agency, we have to deliver high quality…

How to Boost Your Content Marketing ROI
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How to Boost Your Content Marketing ROI

I recently saw a comment on LinkedIn that went something like this: “All the brand equity in the world won’t help you make payroll.” This comment hits at one of the conversations happening among marketers, executives, and entrepreneurs alike. Brand equity is great and valuable. But you have real business needs right now. You may…

How to Confront a Content Vendor Performance Issue
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How to Confront a Content Vendor Performance Issue

No matter how much time you spent picking your content vendor or how much you like working with them, there are going to be times when you’re disappointed in them. Former IMPACT VP of Marketing and host of The Inbound Success Podcast Kathleen Booth said it well when discussing her tips for choosing an agency…