FOCUS #1:
Understanding the attention economy
Ultimately, the most important thing your content needs to do is have a positive impact on customers, and naturally move them toward a purchase. But it’s very hard for that to happen if salespeople never put your content in front of a customer.
1. Create high-value content such as interactive digital documents that grab the attention of customers and convert that attention into action or intent data.
2. Flag the attention of salespeople and other areas of the business, so that they actually read and utilize the content for their conversations or prospect activities.
If the focus is on the customer, then driving reader engagement for brand building and using formats that track attention insights to close deals will become the common goal and mutual understanding for everyone in the business. That data can be used to answer valuable questions and prioritize differing requirements.
So what are the intent signals both marketing and sales teams are looking for to help win and grow business? ➡
By making content engagement measurable, you can get a clear view of which content pieces audiences value, but also which ones salespeople and marketers are really using.
As an example, Turtl Docs are a content format that allows you to answer valuable questions by looking at certain trackable analytics such as:
Reads vs readers = Are people finding the content and do they return for more?
Individual tracking = What are the individuals interested in and where should the sales team follow up?
Aggregated page views = Which parts of the piece have the most value or need changing?
Sign-ups = How can we best drive action from our digital documents?
Of course, if you can measure how your audience engages with content, you can also see if internal teams are paying attention. If they’re not up to speed with the current content messages and offerings, there’s a strong chance they won’t make the best choices in terms of what to share.
Employees and customers have one very important characteristic in common—they’re human. They’re hard-wired to respond to engaging stories and striking visuals. If you can provide content with these, you’ll be able to gain and retain the attention of both.
Click here to uncover the science behind storytelling in business
If you deliver more of the kind of content your audience wants, with more of the intent data your sales and marketing team need, sales enablement content is effectively being used by all. But when it comes to grabbing attention, it’s also well worth applying a little science and making use of content psychology techniques.
The basics of effective content psychology such as tone of voice, imagery, and interactivity
How to make the best use of all the corporate content available
Best practices around personalization, technology, and automation tools
How customized and modular materials can help teams balance strategic and tactical needs
Only 35% of sales reps believe that marketers know what kind of content sales need to engage, nurture, and win accounts. If you can bridge that gap and create mutual understanding of content needs and audience engagement, you can make huge strides toward enabling both teams equally and effectively.
Historically, Willis Towers Watson always published its famous Industry Outlook Reports in PDF format, which left them unable to learn much about how customers were engaging with the content.
By switching to Turtl, the company was able to gather far more granular reader insights, and use those insights to make improvements to content that helped both marketing and sales teams simultaneously.
The new engaging format helped the company capture 1,200 new sales leads from just four reports, while increasing average read times and reader reach — showcasing how the right content can please customers, sales, and marketing.
Learn more about their story
