{"id":3828,"date":"2013-04-24T14:27:42","date_gmt":"2013-04-24T21:27:42","guid":{"rendered":"http:\/\/blog.dlvr.it\/?p=3828"},"modified":"2026-03-30T18:53:39","modified_gmt":"2026-03-31T01:53:39","slug":"is-your-marketing-content-scaleable","status":"publish","type":"post","link":"https:\/\/dlvrit.com\/blog\/is-your-marketing-content-scaleable\/","title":{"rendered":"Is Your Marketing Content Scalable?"},"content":{"rendered":"

\"\"<\/a>Content marketing<\/a> has solid roots in marketing departments, while sales teams talk about enablement. Both sides battle to get the right content to the right people at the right time, yet neither takes responsibility for getting it there. Guest speaker, Carla Johnson<\/strong>, Principal, Type A Communications discusses how sales and marketing can work together to establish a process for managing content once it\u2019s created to ensure prospects and customers hear a consistent message regardless of their place in the sales cycle.\u00a0\u00a0Hear Carla speak at dlvr.it’s upcoming 2013\u00a0Content Marketing Strategies Conference<\/a>, May 7-9, 2013 at The Claremont Hotel Club & Spa in Berkeley, CA.<\/p>\n

<\/span>5 Steps to getting the right marketing content to the right people at the right time<\/span><\/h2>\n

One of the biggest struggles between sales and marketing stems from understanding what sales needs to turn a prospect into a customer and what marketing has the bandwidth to produce. <\/em><\/p><\/blockquote>\n

It\u2019s a battle that repeats itself regardless of company size or industry focus. To help remove some of the animosity from the relationship, it helps to have everyone on the same page and understand the multiplication mindset.<\/p>\n

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  1. Set Objectives – <\/strong>Traditionally, marketing has created content and handed it off to sales teams to use how and when they see fit; a \u201cone-size-fits-all\u201d approach that no longer works. Before marketing can better assist sales, both have to determine their main objective for content \u2013 brand awareness, lead generation, sales, customer retention, thought leadership, and so forth.<\/li>\n
  2. Know Your Buyers \u2013 <\/strong>Take time to identify the people with whom you want to connect and understand them intimately. By creating personas, both sales and marketing will identify and understand common characteristics of a group of people with whom you want to connect. It outlines their perspectives, fears, drivers, and content needs.<\/li>\n
  3. \u00a0Understand Your Buyer \/ Retention Cycle<\/strong> – Many companies focus on generating leads and closing the sale, then forget about customers until it\u2019s time for them to buy again. That\u2019s a big mistake. Sales teams need to think about retention and renewals as much as the original sale. What matters most to your persona during each phase? How does their content needs change?<\/li>\n
  4. Right Time. Right Place. Right Content.\u00a0<\/strong>\u00a0– What marketing content you use when depends on the persona and where they are in the buyer \/ retention cycle. Now that you understand your personas, and the breadth and depth of content that you can create from a single source, it\u2019s easier to map that to the buyer \/ retention cycle and deliver the right content that engages them with the right message when they\u2019re most likely to pay attention.<\/li>\n
  5. The Multiplier Effect<\/strong>\u2013 This is where sales gains empowerment and marketing can catch their breath. On average, teams can create 12 additional pieces of content from a single white paper. Here are just a few examples once you have the main piece created:<\/li>\n<\/ol>\n
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