Content Marketing Goals
Content marketing is a form of marketing that entails the creation and sharing of online content like e-books, videos, blogs, infographics, white papers, webinars and social media posts. Content marketing doesn’t necessarily explicitly promote a brand but rather, provides relevant information to your business prospect to build awareness of your company, trust in your expertise and interest in your products or services.
A content marketing approach builds credibility, promotes brand awareness, and puts your business front and center when it’s time to buy what you sell. Successful content marketing answers timely and specific questions your prospects have, moving them closer to purchase.
And like anything you invest time and effort in,, your content marketing initiatives need measurable goals.
How to Set Content Marketing Goals
Before you begin to create content marketing assets, it’s important that you define goals. Having a clear goal helps you to focus, and defining a goal makes it easier to measure your success. Afterall, if you haven’t set any goals, how will you know if your implemented measures are successful?
Your short term goals might be increasing time spent on page, downloads, videos watched. Then maybe mid term goals are form completions, quotes requested, sales made. And your long term content marketing goals are likely to be financial, such as increasing revenue and profit. Additionally, general marketing and online marketing goals such as brand awareness and online visibility can also be valuable for a content marketing initiative.
What is sales enablement?
In a nutshell, sales enablement means equipping sellers with the right resources to shorten the sales cycle, increase win rates, and sign bigger deals. Sales enablement, as a function, evolved in response to the evolution of the enterprise buyer. With a wealth of information available online, buyers are in more control of the buying process than ever before. In many cases, B2B buyers can be more than halfway through their journey before they reach out to a seller.
What does this mean? It means that sellers must take the initiative to reach out to buyers, winning the buyers’ attention much earlier in their journey. This is a task typically associated with marketing. So, sellers need to think more like marketers, and marketers need to think more like sellers – about the day-to-day experiences of buying and selling.
Sales enablement is providing customer insights, content and coaching to your sales team throughout the enterprise selling process. Sales enablement is the process of providing your sales team with the resources they need to close more deals. These resources may include content, tools, knowledge, and information to effectively sell your product or service to customers.
Ultimately, the goal of sales enablement is to align the interdependent elements of sales, marketing, customer support, product management, brand management, legal, and human resources to boost seller productivity and improve the buyer experience. In a nutshell, a sales enablement strategy is to provide salespeople with what they need to successfully engage the buyer throughout the buying process.
What are the benefits of Showpad sales enablement?
Simply stated, Showpad’s sales enablement technology makes B2B selling easier. The Showpad platform streamlines onboarding, training, and coaching, helping get new hires selling quickly. With scalable training materials available on any device, new hires can access what they need anywhere, any time. Showpad can reduce the onboarding time for a new salesperson by 25%.
Showpad puts the right information at every salesperson’s fingertips. The platform saves sales reps time by making relevant content easy to find, personalize and share on any device. Your sales team will get more effective, too: with Showpad, sales reps have the training, content, and support they need to exceed buyer expectations every time. Showpad can lead to an increase in enterprise sales of 10% or more.
Showpad helps sales and marketing teams collaborate efficiently to produce the content buyers need. Our platform centralizes all sales collateral so it’s easy to access, update and share materials. Powerful analytics identify the most impactful content so marketing can focus on producing only the best, most relevant content for sales. This can result in a 25% increase in productivity.
With Showpad’s Sales Enablement solution, marketers can centralize, organize, and distribute content intuitively, ensuring all content is consistent and compliant with messaging and branding guidelines. Salespeople and distributors can quickly pull up the right information at the right time to present or share with prospects. All content is updated in real-time, so your sales team always has access to the latest information in the field, reducing errors and miscommunication.
Showpad also offers security and content control features that allow marketers to lock down confidential information and ensure presentations meet requirements, such as the mandatory inclusion of potential harmful effects and usage instructions.
Through Showpad’s in-depth analytics dashboard, marketers can see how their content was used by salespeople, and engaged with by prospects, in order to optimize content creation. Sales managers gain insight into top performers’ best practices so they can achieve maximum results.
Forrester analyzed the costs associated with Showpad (including licensing, training and implementation) against the platform’s benefits over the course of three years. They found the platform shows a return on investment of 516%.
Showpad supports your revenue teams so they can be prepared better than ever before, create engaging experiences your buyers will always remember, and make your company generate more revenue.
Want to learn more about Showpad?
Contact us for a personal assessment of your enablement journey.