Content Marketing: It’s Not Just for Lead Gen Anymore

March 8, 2017
Written by Dana Youngren

Chances are, when it comes to using content marketing to generate new leads, you already know the drill: Create a high-value piece of content, promote them, see who responds – your basic inbound marketing strategy. It’s become standard operating practice because it works. But why not use content marketing to do even more?

Use Knowledge Management To Pinpoint What Prospects Really Need To Hear

One of the challenges of creating content for marketing purposes is that, oftentimes, you don’t know what you don’t know. But you can use knowledge management software to find out what prospects are concerned about. Then you can use that information to shape your content marketing strategy to target them.

Here’s an example from a software customer of ours. The marketing team learned, based on questions their sales team asked in their knowledge base, that a lot of prospects they spoke with were confused about how their product was different from another product on the market. The other product was in some ways similar but was not competitive in the later stages of the marketing funnel – so they had not considered the need for competitive collateral.  However, since sales had a platform through which to share with marketing what they were learning in their interactions with prospects, the marketing team was able to address the need.

As soon as they got this critical piece of information, marketing was able to rethink their content marketing strategy to support sales with collateral designed to clear up product confusion. So instead of losing some good prospects to a lack of understanding about their product’s capabilities, they were able to meet their need for information.

Know What Content Sales Reps Share And Build Insights Into What’s Working

Information in your knowledge base can provide insights that will help you create content to address issues down the sales funnel – issues that might otherwise derail your efforts to nurture leads.

For example, if sales reps are getting the same question over and over again from people who have seen an initial demo of a product, that’s critical information for marketing. As more reps search for information and ask questions in your knowledge base marketing will know to address the issue with content.

Only when you can clearly identify what people need can you address that need. And if you can identify a pattern of need in the data sales adds to your knowledge base, you can create content that addresses it – a blog post, a paper, whatever will serve the purpose – and add it to the marketing content mix.

Don’t Lose Prospects Before They Even Get To Sales

You’ve likely heard the often-cited statistic that 70% of the buying journey is complete before someone even reaches out to sales. How can you keep from losing prospects before they interact with sales?

Again, a good knowledge management solution may be what saves the sale. With a knowledge base that prospects can access by asking questions about products, for example, you’ll be able to collect data on their concerns while they’re still in the early stages of evaluating what you have to offer. That data can tell you a lot about the information they need to keep them from losing interest early in the sales journey, before they even interact with the sales team.

Harness The Power Of Knowledge Sharing With Digital Transformation

Companies that grasp what the digital workplace is really all about are willing to change the ways people and applications connect across their organizations. By fostering a digitally driven culture of collaboration, they break down silos, share knowledge more effectively, and compete more successfully.

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