eMarketing Strategies for the Complex Sale - Blog - Content Strategy Needs a Storyline

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Oct172009

Content Strategy Needs a Storyline

I see a lot of posts lately about content strategy. In fact, I saw a nice one the other day that included everything from discovering what others were doing to developing a style guide to auditing and tracking ownership of all the content.

But one thing not mentioned was a storyline.

Content for content's sake alone won't get your marketing results where you need them to be. Not in a complex sale situation.

Think about the goal of your content marketing...what is it you're driving toward?

Here are a couple of things to consider:

Awareness - naturally
Engagement - of course
High enough interest, involvement and trust to have a sales conversation.
Yep - that's the one.

If you're selling a considered offering, your marketing content alone will not complete the sale. Getting the deal still requires human interface (e.g. sales involvement).

This means that your content strategy needs to be focused on creating momentum with prospects to move them through the steps of their buying process to the point of the sales conversation.

A storyline will help you achieve that outcome.

A storyline:

Catches and keeps attention over time.

Allows you to unveil bite-sized pieces of the story in a way that allows your prospects to engage, ingest and understand — without overwhelming.

Pulls them forward a step at a time, at a pace they can handle, given their other responsibilities that don't diminish just because a new project hits their priority list.

Enables prospects to build confidence as they accumulate knowledge.

Promotes those behind-the-scene conversations you'll never be privy to. And does so around the concepts you help to evolve, keeping the focus on your company.

For some reason, people think of stories as only anecdotes, novels and fairytales. But if you learn to flip your focus to develop your content from your buyers' perspective, you'll pull them into the scenarios you share about what the issue is, why it should be solved and how people like them are doing just that.

That type of engagement is the goal of a content strategy. In the end, it's all about revenues. That won't happen unless your content strategy gets them into meaningful conversation with your salespeople.

Ardath |

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