Regardless of how compelling your sales content is, you also need to ensure you can put the right content in front of the right buyer at the right time. Compelling, interactive content is a requirement for companies that want to improve buyer engagement and close more deals. Lackluster PowerPoint decks and static, linear sales content won’t cut it. Remember, people can recall only 20% of what they read, but 80% of what they see. There isn’t enough depth or interactivity in print content to overcome the drawbacks of the online medium.” A company “can’t just take what it has in print and move it to the electronic realm. Is your narrative challenge-based? But beyond that, is the format of your content visually immersive? Will it motivate your sellers to use it and compel your buyers to act? Today, both the message and the format affect the quality of your content. It’s not just about what you say, but how you say it. Because in the COVID economy, you have to work smarter to capture remote buyers’ attention and keep it. In 2020, where Forrester reports 80% of B2B sales will now be digital and remote, that question carries even more weight. It posed, “Are you building a great content brand or just building an efficient content machine?” Remember the viral ‘Crap Content’ piece from a few years back? It emphasized the importance of quality over quantity. To be successful in winning deals and driving revenue, you need to make sure the content you create can engage and inspire your audience. If you’re creating a large volume of ordinary sales content, you’re going to fall short of your business goals. If ‘Content is King’, and we’re producing more than ever, why aren’t we seeing the results we expect? Static Sales Content Is No Longer Enough These are just a few of the many statistics that point to a very widespread sales content problem. Meanwhile, one in three people admits to falling asleep during a PowerPoint presentation. Yet, according to the American Marketing Association, 90% of that content is never used by sales. But how many are doing so successfully?Īn estimated 26% of B2B marketing budgets are spent on content. From product brochureware to thought leadership blogs to sales presentation decks, today’s B2B sellers and marketers rely heavily on sales content to get their message across and position their products and services. Sales organizations, in particular, have increasingly prioritized content creation. In 1996, Gates was mostly referring to content published on the internet, but as the shift to digital has accelerated and given brands more channels to engage customers, the need for good content has only grown. “They need to have audio and possibly video.” The Increasing Importance of Good Sales Content “They must be rewarded with deep and extremely up-to-date information that they can explore at will,” he wrote. His theory was that if people had to turn on a computer and read a screen, they would rightfully expect to receive meaningful and accurate information in return. In the article, Gates (accurately) predicted that in the digital age, the quality of a company’s content would determine its success.
I’m sure you’ve heard the phrase “Content is King.” It was coined by Bill Gates in an article published on Microsoft’s website in 1996. They work with many well-known companies, including Pitney Bowes, Barclaycard, and Avalara, who value them for their unique and resonant approach to visual storytelling.
Headquartered in Europe, Presentify has a proven track record of helping brands revolutionize their sales content for more interactive, impactful, and inspiring buying experiences. Today, Mediafly has acquired visual communications provider Presentify.
0 kommentar(er)
