How are you leveraging content to ignite buyers' interest and provoke them to initiate a conversation?
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Director of Sales6 months ago
I completely agree with Dustin’s comments. Content is crucial, and I'm a big believer in the power of storytelling. Everyone has their own story, including every customer. These stories, their challenges and their reasons for buying the products they buy, are what engage other people. Hearing about how someone went from having a serious problem to finding a solution with a product can spark interest in your own product.
CSO in Software6 months ago
I've found success with an industry-focused approach to content. This approach involves articulating the top desired outcomes for a specific industry. For example, in the upstream oil and gas business, the three main goals are to maximize known assets, find more, and do it cheaper than the previous year.Our content needs to make people aware of our existence and address larger issues than just a specific product. Otherwise, we risk being categorized as just another tool. We back up our content with results and testimonials, connecting the dots for potential customers.
The biggest challenge for us is attracting new clients. We can expand within our existing accounts, but getting someone who doesn't know you exist or understand your value to talk to you is the real challenge.
We're moving away from the traditional model of gated content. Instead, we're integrating our content into our product. This isn't about restricting access to content, but rather viewing our content strategy as part of our product. Both are there to solve a problem for the customer.
We place our major pieces of content, like benchmark reports and industry reports, directly in our product. We market this content on an ungated landing page, but to access the full report, users need to sign up for the free version of our product. This brings them into the product as a user, and we can then deploy in-app guidance and have more touchpoints with the prospect. We can also gather better analytics on how they're engaging with the content.