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5 Content Types That Drive Manufacturing Sales

Posted by Rebecca Spary on 4/11/17 11:00 AM

Every year more manufacturing companies are recognizing the importance of creating great content. In their annual B2B manufacturing content marketing study the Content Marketing Institute reported that 85% of manufacturers are now including content in their marketing strategies (CMI, 2016). They’re using it for more than simply generating awareness; they’re using it to generate sales.

However, this is about where the good news stops. The study found that only 18% of manufacturers believe that their organization is effective at content marketing (CMI, 2016). We can see that there is a massive gap between manufacturers who are using content and those who are using it effectively.

In order to improve and drive sales, manufacturers need to be investing in the right content types. Now, we admit there is no magic content mix that is guaranteed to work for all manufacturing organizations; it all depends on your organization, your goals, and the needs of your customers. That’s why it’s important to understand the effectiveness of different content types; these five pieces are the perfect place to start driving your sales success.

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Topics: Digital Content, Marketing, Manufacturing

The Four Step Model for Digital Sales Content Success

Posted by Rebecca Spary on 4/4/17 11:00 AM

Digital content marketing is growing exponentially; creating an avalanche of valuable digital content for sales teams to use throughout the sales process… the only problem is that they aren’t using this content.

While Sales and Marketing alignment may be at the root of this problem, there are many underlying issues leading to these disappointing content utilization statistics. A 4-step model may hold the answers to unlocking successful digital sales content enablement.

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Topics: Sales Enablement, Digital Content, Content Management

How Sales and Marketing can Work Together to Drive Content Utilization!

Posted by Rebecca Spary on 2/21/17 11:00 AM

For years now we’ve been witnessing the battle between sales and marketing. As animosity brews over differing goals and strategies, it begins to effective business and productivity (B2B Marketing, 2017). One area that has been suffering for too long is content.

The reality is that a lack of sales and marketing alignment is creating barriers to successful content marketing. For example, it is estimated that between 60 – 70% of marketing content goes completely unused by sales (SiriusDecisions), and up to 75% of sales professionals state that they ‘occasionally’ or ‘never’ get what they need from marketing (Demand Metric, 2015). Which means that valuable content that could be used to help close deals and drive revenues, is just sitting there.

So, how can sales and marketing turn this around and drive stronger content utilization?

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Topics: Sales Enablement, Sales and Marketing Alignment, Digital Content

Infographic: 5 Biggest Content Challenges

Posted by Rebecca Spary on 1/31/17 11:00 AM

The rise of digital content marketing is creating many new and exciting opportunities! However, it isn’t without its challenges. 

In 2016 we saw marketers invest more time and money in digital content than ever before, but the majority never saw a return on that investment (Top Rank Blog, 2016). For example, only 20% of B2B organizations felt that they were effective at managing their content, and 60-70% of their content went completely unused!

This is due to the fact that many B2B and B2C content marketers continue to struggle to overcome major obstacles on their path to content marketing success.

When organizations are spending millions of dollars every year creating content they need to ensure that their marketing teams are driving content utilization! Rather than the current situation where 65% of marketers struggle to understand which types of content are effective and which aren’t (Inc., 2016).

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Topics: Digital Content, Marketing

5 Digital Content Management Lessons From Netflix

Posted by Rebecca Spary on 12/6/16 11:00 AM

Whether you’re binge watching the latest season of House of Cards or catching up on Breaking Bad, Netflix has got you covered. It’s the crowning jewel of streaming services and it’s changing the way we consume and manage digital content.

Netflix and its counterparts (HBO Go, Hulu, Amazon, etc.) are influencing the way we organize our digital content libraries and how we create our digital content marketing strategies.

The adoption of digital content marketing continues to grow stronger, with 90% of all organizations using content in their marketing efforts (Demand Metric, 2015), and up to 80% of B2B decision makers preferring to receive information via articles and content rather than through advertisements (Melwater, 2015).

However, not enough companies are paying attention to the important lessons that can be learned from Netflix and what makes them so effective.

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Topics: Digital Content, Content Management

[Guest Blog] How do you make your content distribution more efficient?

Posted by Sales Loft on 11/3/16 11:00 AM

With millions of content marketing articles written everyday and more than 211 million pieces of marketing content unleashed into cyberspace each minute, many companies find themselves scrambling to stay out ahead of the curve with content, cadence, and the appropriate distribution channels.

Each day there are:

  • 500 Million tweets sent
  • 3.6 Billion Instagram likes
  • 4.3 Billion Facebook messages sent
  • 40 Million tweets shared
  • 205 Billion emails sent

Not to mention the amount of B2B articles produced every day. That is a ton of data! If content is king, and it really is, how do you get eyes on it, how do you keep it relevant, and how do you keep it timely and on point so that it doesn’t go to waste?


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Topics: Sales, Digital Content, Social Media