By Jillian Eyl (@MsBiz_Chicago)
SiriusDecisions recent report, Calculating the True Cost of Content, exposed unsettling research – enterprise organizations spend 2X more than they think they do on content, and emerging growth organizations spend more than 10X.
What’s even more disheartening is that 65% of these content investments go to waste. Considering that the average billion dollar company spends $17,500,000 on content per year, wasted content poses a serious threat to the bottom line… unless you have a spare $11,375,000 to wash down the drain.
If companies are pouring millions of dollars into content creation, why does the majority go unused?
SiriusDecisions found that there are main 2 reasons content is wasted: it is unusable (low quality or irrelevant) and it is unfindable (hard to locate or unknown to users).
These findings don’t mean that companies should spend less on content; content is essential to building a brand, supporting salespeople, and educating buyers.
Instead, companies should focus on increasing “productive” content spend, which is content that is activated by internal audiences and consumed by external audiences.
To properly activate content, your internal audience needs to know exactly what content exists, where to locate it, and when to leverage it. You can’t expect people to go out and find it, especially when they don’t even know they should be looking for it in the first place.
One of the main audiences to focus on when it comes to content activation is your sales team. Sellers stand at the front line of your operations, acting as ambassadors for your brand and setting the stage for a positive buying experience. As such, it’s important to arm them with the resources to work effectively and interact intelligently with customers.
Want to get more form your content investments and ensure reps have the materials they need drive sales?
5 Tips to Increase the Adoption and Usage of Sales Content:
- Make it prescriptive – Sellers need content in the context of the sales situation to provide value during each stage of the buying journey. Prescriptively recommend content so reps have access to the latest and greatest resources and aren’t relying on outdated, irrelevant materials.
- Make it personalized – Content should be relevant to both sellers and buyers. Tailor content for sales reps depending on their role, region, and product portfolio so reps can provide a differentiated experience that fits the specific business needs of their buyers.
- Serve it up where sellers live – If content gets segregated into an isolated system, reps won’t use it. Serve up content where sellers live, on mobile, tablets, and CRM, to increase the odds of your reps finding and using your content.
- Track content metrics – Robust content analytics can shed light on what content is most valuable in progressing deals. Collect data on content usage and adoption to know what’s working and what’s not working so you can plan future investments accordingly.
- Provide a forum for collaboration – Today’s buyers educate themselves online, ask complex questions, and expect a customized buying experience. Salespeople need access to tribal knowledge and expertise from across the organization to meet these high expectations. Provide a forum where reps can collaborate with peers and access subject matters so they’re equipped to add value during every customer engagement.
SiriusDecisions Director, Erin Provey, walks through the latest research in her report: Calculating the True Cost of Content. You’ll learn more why content goes to waste and how to increase content ROI by realigning Marketing and Sales. See you there!
Image courtesy of tungphoto at FreeDigitalPhotos.net
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