Why Creating Great Content Needs to be One of Your Top Goals
|Marketing - Marketing|
|Written by Colleen Francis|
In today's market, you and your organization are more than sales professionals: you’re subject experts who can offer something of value to customers and prospects.
That is why it’s so important to create a base of thought leadership in your work: transcending what you are selling, and sharing what you know. This is especially vital if you're selling to large-sized businesses, where you're dealing at once with many more decision makers and much a longer decision-making process.
In my webinars and sales training sessions with clients, I’ve talked about how big changes in the marketplace are rewriting the rules on sales. Selling is far more relationship-based than it used to be. That puts a premium on likeability and trust. Adapting to the new normal isn't an option anymore: it's essential.
The best way to ride that tidal wave of change isn’t by pitching more of that impersonal marketing collateral that everyone has seen and read before. The solution is your ideas, shared in your voice as a subject authority. This is what customers crave. Feed that appetite. Whether you’re a small company or part of a large organization, creating great content needs to be one of your top goals.
What do we mean by content? Taking your ideas and insights and sharing them online with a mass audience, using products and tools that are enjoyable to use.
Let’s look a little deeper at why this is so important…
You are the sum of what you create and share.
With every article you post, every personal video you create, every free ebook you publish, every product review you share, and every comment you make via social media, you are building your profile, sharing what you know and adding value to your relationships with others online.
Know how you are seen.
Cycles have changed.
The second important change is in how quickly information spreads now. As Google CEO Eric Schmidt notes: "The harsh message is that everything will happen much faster. Every product cycle, every information cycle, every bubble, will happen faster, because of network effects, where everybody is connected and talking to each other." When you create and share thoughtfully developed content, you help your readers gain knowledge faster...and that positions you as a trusted resource.
Audience attention is scarce.
More than just opinions.
Add extra value to social media activities.
Tie-in what you know to what you do.
More than just websites, white papers and blog posts.
Things that used to require an entire industry to do over a period of months, you can create on your own over a period of days. This is a huge shift and a major opportunity for anyone in the selling business.
Do it yourself if you have time. Get help if you don’t.
Get help. There are writers and content specialists out there (I can recommend some, too) who will help fine-tune your persuasive message and grow your audience while ensuring that the ideas you are talking about and the voice you use to do that remain your own.
You are your own media channel, if you want to be. Make it happen by making content creation a top goal for yourself and your organization!
Write a comment