When it comes to sales enablement–be it direct or channel, content issues top the list. Corporate and channel marketing teams struggle with multiple challenges related to content. The corporate marketing department has to churn out content in various formats to keep their audience engaged. What works for one type of audience or platform may not work for another. Examples of multiple content formats include blogs, marketing emails, catalogs, brochures, webinars and podcasts, social media posts, sales presentations, sales follow up emails, call scripts, press releases, whitepapers, case studies, videos and more! Marketing teams often struggle with content repurposing and restructuring. The content is created for a particular medium or audience, shared with them directly or through sales channels, stored somewhere and then forgotten about. So, the next time someone needs a blog post on a topic that marketing had already released a whitepaper on, no one knows where it is, or worse, no one even knows it exists. End result: Marketing ends up recreating the content for the blog. This kind of content duplication is not productive or efficient–especially when marketing is already having a tough time keeping up with the sales team’s demands for fresh content and collateral.
Plus, there are challenges on the content delivery side such as the different audiences that marketing has to cater to, Independent reps, channel partners and direct salespeople. Marketing has to integrate its content across the varied environments these audiences work in. The content requirements vary for each of them, as illustrated:
Playbooks help resolve these key content challenges by acting and a systematic organization of all marketing and sales assets. Playbooks, when integrated with other tools, can help marketing find answers to questions like
- Was the content actually uses by sales
- How did the end audience react to the content
- How many times was the content used
- Where was the content shared, how and was most effective
To learn more, download our whitepaper on Playbooks where we explore how Playbooks can be a possible solution to marketing’s content challenge.
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