A content marketing strategy based on the buyer’s journey is not enough.
Why? First, potential customers often encounter content from your brand that the content marketing team didn’t create. Second, the journey doesn’t end when they become a customer.
Today’s buyer engagement requires a circular content approach like a journey yours with the object is not linear and should not end with a purchase. And that holistic view requires companies to better organize their content operations.
Today’s buyer interactions require a circular approach to #content. @AnnGynn via @CMIContent your journey with your audience is not linear and shouldn’t end with a purchase. #ContentTECH Click to Tweet
The marketing department usually owns content activities in a company. But success requires close collaboration with other internal teams (such as sales and customer service) and a willingness to expand content beyond the marketing and sales cycle.
Need to work – and work in team .
But how do you get everyone (content, marketing, sales, customer support, and more) working together to deliver to your audience, leads, buyers, and customers? What content customers do they need? We asked the experts present at the upcoming ContentTECH Summit for advice. Here’s what they suggest.
Table of Contents
1. Reflect and collaborate
Listen to the needs and concerns of other groups. Familiarize yourself with its content and purpose. Realize that other teams come from a different tradition and way of thinking about content. Then look for common ground. Everyone wants accurate content, quality, useful . They want users to find, understand, and use content. Work towards this common goal. – Regina Lynn Preciado senior content strategist, Content Rule
2. Be humble
Respect is earned, not given. If you want sales and customer service to follow marketing guidelines, recommendations, ideas, etc., listen before speaking. Approach every discussion from the mental, “Hey, I could be wrong.” Be humble – humble people listen more than proud people. And often, what they hear is the difference between whether the other party wants to spy on them or fight them every step of the way. – Tom Martin president, Converse Digital
If you want your sales team to track your lead on #Content, stay humble. Humble people listen more, make others want to follow, not fight, said @TomMartin via @CMIContent. #ContentTECH Click To Post a Tweet
3. Stop trying to win
Don’t go looking for a turf battle. Instead, aim to align around the big picture: If content marketing is successful, buyers should be more qualified, and customer service should be less forced by basic questions. Q: What makes their job easier? What questions are possible? content solve and explain to improve their work? – Zontee Hou chief strategy officer, Convince & Convert
4. Working transparently
Seek feedback from others before making any big statements. At least appear as collaborators before deciding what else teams must or should do. Add transparency to any decisions that affect others, so they understand why, not reluctantly, how. – Gavin Austin lead technical writer, Salesforce
5. Understand multiple roles, but don’t take on everything yourself
To be a great marketer, you must understand what it takes to be a great salesperson or a great designer. You don’t have to take on these roles yourself, but it’s important to respect their process. role , understand the obstacles that people in these roles may face, and respect the time it takes to deliver success in these positions. Mutual respect will help you earn the trust of your colleagues, but it will also help you set stakeholder expectations and inspire your teammates to deliver on success. – Amy Balliett senior fellow of the visual strategy, Materials
Good marketers understand what it takes to be a great salesperson or a great designer. You don’t have to do the work yourself – just respect your co-workers, @AmyBaliett via @CMIContent said. #ContentTECH Click to Tweet
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6. Create a shared vision
If the marketing is to drive the content, they need to create a common context for other internal teams like sales and customer service. Every goal has goals, but you can translate them into a shared vision. – Tim Hanse principal advisor, Crossphase
7. Ask, then write for the whole itinerary
a simple but extensible way to get feedback. We should create content that works across the entire customer journey, from awareness to extension and advocacy. Nothing upsets a customer service rep more than just seeing the top of the funnel content being generated. We need to know the most important steps in the customer journey to plan and map our content strategy properly. – Randy Frisch president and co-founder, Uberflip
Create a #Content that works across the entire customer journey. As @Randyfrisch via @CMIContent said, nothing upsets customer service teams more than just watching top of the line stuff. #ContentTECH Click to Tweet
No. 8. Agree on goals
The best way to collaborate with other internal teams is to identify common ground goal everyone can aim for. Of course, there may be some department-specific goals. But having that shared vision is crucial to fostering cooperation. – Jeff Coyle co-founder and chief strategy officer, MarketMuse
9. Develop familiarity and knowledge
There are several things you can do to earn respect – the most important is regular communication and cooperation. Socialize your success around the business. Use your content expertise to develop the personality of each of your internal stakeholder groups and address their pain points within content strategy.
Show them what questions your audience is looking for, where your company’s answers are missing, how you can fix it, and the specific benefits of doing so. Run a analysis on the performance of your content inventory highlight competitors that are getting ahead (a little competition can go a long way). Set up a content attribution model that shows a single customer view, where your final shopper interacted with your content on the path to purchase. Stay updated internal groups with monthly report on content performance specific to their pain points. Give tangible examples of how the content supports their goals. – Karen Hesse founder and chief executive officer, 256
10. Invite other groups to join your content
You can collaborate with internal teams. For example, in the case of podcasts, invite members of other groups to be regular guests so they feel partial ownership of the podcast. Look at eBay for Business Podcast , with which we are partners, is a prime example of this. – Rob Walch VP of Enterprise and Platform Partnerships Libsyn, Libsyn
11. Track customer happiness
Marketing is about keeping customers happy throughout the entire customer journey cycle – from the moment a potential customer approaches a company, makes a purchase decision, resolves issues and conflicts after transaction ends. This requires close interaction and integration between all teams, including marketing, sales, development, customer service, etc. To ensure that customers have a consistent experience at each stage. of the customer journey, all teams need to exchange and share knowledge about customer needs.
If the customer is offered a wonderfully convenient way to make a purchase, but the delivery team messes things up by shipping the product to the wrong address, and customer service shows indifference to the problem, The overall customer experience can hardly be called a success. By providing insights into customer goals and behaviors at all stages of the customer journey, suggesting ways to tailor company services to the customer’s context and gather analysis , the marketing team can become the secretive element that bridges all the other teams, from development to after-sales support. – Alex Masycheff CEO, Intuillion
Is the secret ingredient
Is your content team seizing the opportunity to unify corporate content and generate happy customers throughout the lifecycle?
Extending the impact of content beyond the sales funnel requires leaders who can make all the cogs in the wheel fit so that leads into buyers move smoothly.
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Cover photo by Joseph Kalinowski / Content Marketing Institute