Your Silent Sales Squad

It is 'the norm' for companies to have sales teams, equipped with strategies and targets. No company can afford to sit back and wait for lovely, new clients to knock on their door. As the customer experience has evolved a growing number of us do not even meet with clients. They google us, find our website, do some research and (hopefully) become a customer. Even those who wish to meet in person still google, research and check us out. Everyone is a critic. If what they find is not appealing, well written and credible then there are plenty of our competitors they can turn to.

As important as your sales strategy is, a content strategy designed to engage with your target audience and deliver your message is equally important. Whilst researching this article I landed on a site that was simply visually unappealing. It was crammed with text and I had a hard time finding what I needed, so I moved on. This took about 15 seconds and is actually a perfect example of what could be happening right now if your content isn't well designed and delivered.

Is it enticing, engaging and fresh?

Content strategy is the planning, managing and development of content. Content strategy is more than just words and can apply to written content and other media. In the same way that we go back to shops and sites with whom we have enjoyed a good customer experience, the same goes for your website, blogs, apps, marketing campaigns, product launches and so on. Are you providing a good experience? Is it enticing, engaging and fresh?

Good content isn't just about writing a nice article. It should tickle the needs of your audience, speak in their language and be leading a trail of breadcrumbs to action. Whether you want your audience to pick up the phone or subscribe to your newsletter, content can achieve this for you. In 2019 it is not just your sales team driving your company growth, but your content.

A competitive edge is important but can be difficult to articulate and demonstrate. It ties into content and sales, marketing and branding. How can you drive new customers to your website? How can you deliver effective content on your app? What sort of social media strategy actually resonates and with whom?

Do you need a content strategy?

Do you need a content strategy?

Er, yes!

It is important (for so many reasons) to have an effective content strategy as your content communicates with your customers and potential customers. Your strategy needs to reflect the way we purchase, do business and communicate. Put simply, a huge proportion of your customer interaction is with your content. Poor content = poor customer interaction.

So, what should be considered?

In a similar format to your sales strategy, it will be useful to consider these tips when planning and delivering your content strategy:

1. Your business case for content creation.
2. Who are your target audience and what are their behaviours?
3. What are their needs and what might their content engagement cycle look like?
4. Map out the content journey that will take your audience closer to their goals.
5. How are you going to help your target audience (in a way that no one else can)?
6. What platforms will you use to tell your story and take your audience on their journey?

Communicating, inspiring and wooing your audience is exciting! Don't just stick any old nonsense down to fill a gap. Would you be interested? What would excite you? These are the questions we should be asking. Creating content strategy should be fun, exciting, creative and connected.

I don’t personally do business without doing my homework, checking the content and understanding the values of any company I plan to (possibly) give my hard-earned cash to.

What does your content say about you?

As always, warmest regards,

Claire