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Ryan McCollom

21 Pieces Of Content To Enable Your Sales Team With

21 Pieces of Content Feature Image

How aligned are your marketing and sales departments when it comes to creating content? Chances are, your marketing team may be creating content based solely off of what they need for their campaigns, and not considering what they can be enabling their sales team with. Even the best sales rep can only do so much if they are not equipped with the right tools.

Marketbridge quote about effective content

The good news is, even if your organization doesn’t have any content created specifically for sales enablement, there are many pieces which you probably already have for marketing that can also be used by your sales team. Below, we’ve put together a list of 21 different types of content that your sales team can use, and given you a few quick pointers on how to maximize this content for sales enablement and marketing.

 

Thought Leadership Content Graphic for Sales

Providing your sales team with thought leadership content is an easy way to enable them with valuable content. This allows them to establish the company’s position as industry leaders and easily provide valuable information to the prospect.

1. Blog Posts

Blog posts are a simple way to get your thought leadership content to your audience. Write about topics that are relevant to your industry, answer key questions, write how-to’s, suggest tips and give advice. Keep in mind to add rich media to your blog and make it easily skimmable and keep it concise.

2. E-Books & Whitepapers

This is a more in-depth way to produce thought leadership content. E-books and whitepapers let you choose a topic and go into deep detail – whitepapers generally discuss a specific topic and include data that your prospects would not be able to find through a simple web search. As a marketing department, you would normally use these as a form of gated content, but you could also provide them to your sales team for prospects they are already in content with.

3. Infographics 

Infographics let you present relevant content in a very visually appealing manner. Focus on highlighting key numbers, facts, and statistics in an easily digestible image. Infographics can live in blog posts, e-books, and whitepapers, or also live on their own for sales reps to insert into presentations and send directly to prospects.

4. Social Messages

Social messages are a quick and easy way to get your content out to a wide range of audiences. Social selling through LinkedIn has become a powerful tool for B2B salespeople – help your team out by providing them with fresh content on a frequent basis to help them establish themselves as industry leaders online.

Example:

ROI Infographic

 

 

Case Studies and Testimonials Graphic for Sales

Case studies and testimonials enable your sales team with content to show potential leads positive experiences and feedback from clients you have worked with in the past. It establishes a level of trust and authenticity that can only be achieved by using the words of a third-party company.

5. Customer Testimonials

This type of content allows you to pull real quotes from clients that you’ve worked with. These types of quotes usually discuss the positive experience that the client had working with your company – this is great content to display on your website and for your sales team to show future clients.

6. Written Case Studies

Written case studies take a deeper dive into a client’s experience with your company. Depending on the data that you have on the work you do with your client, a case study is even more valuable if you are able to include statistics. i.e. ABC Software was able to close deals 50% faster after investing in case study videos with Media One Creative!

7. Case Study Videos

Case study videos are similar to written case studies but showcase the project through video. This type of content can be more easily digestible for audiences and great content for your sales teams to play for leads. They are also the most powerful type of testimonial because it is literally your client talking directly to your prospects – it does not get more authentic than that.

Example:

 

 

Product - Related Content Graphic for Sales

Product-related content is a great way to convert viewers into potential prospects. This type of content allows viewers to see examples of the work that your company does and what they can do for you. It also breaks down what your company offers so viewers will know if you are the right fit for them.

8. Explainer Videos

These are pretty straightforward. Explainer videos explain the different products and services that your company offers. A video allows you to verbally and visually explain concepts to your audience.

9. One-Pagers

A one-pager is basically your entire company, or a specific product or service offering, on one single page. It forces you to take large ideas and visions and distill into one easily digestible page. It’s a straight-forward view of what you do, so it’s great for sales teams to use.

10. Demos

Demos are particularly valuable in the technology and software industries. They enable you to show how to use a product/service and what your company can do for its customers. The easiest way to explain something is to show it in action.

11. Competitor Analysis

No matter how amazing your product or service is, chances are that your prospects are probably also looking into several of your competitors. A competitor analysis, whether this is a document that you share with prospects or just talking points for your sales team to use, enables you to clearly highlight where you outshine your competitors.

Example:

 

 

Interactive Content for Your Sales Team

Interactive content allows your audience to engage with your company. It is a lot more enjoyable and easy to digest for your audience than static content, and it also allows your team to gather valuable insights from your prospect sometimes even before talking to them.

12. Calculators

Although calculators require a little more effort from your audience, they provide incredibly valuable content, usually numerical. Audiences type in information and the calculator will provide results (shape the calculator topics to be relevant to your company and industry). The most common type of calculator is an ROI Calculator – this tool will show your prospect how your product or service will benefit them numerically.

13. Surveys/Assessments

A simple way to interact with your audience, equip your sales team with a survey or assessment for them to send out to leads for your company. Make sure they all relate back to your company and the services/products that you offer. This also gives your sales team great information on the prospect to move forward with them.

Example:

Link to Video Marketing Assessment

 

 

The Standards Graphic for Sales

This is a list of the basic content that your company should always have for your sales team to use.

14. Presentations

Sales presentation decks are an essential tool for your sales team. The best presentation template is clear and concise, and easy for the reps themselves to manipulate and customize based off of who they are pitching.

15. Call Scripts

Call scripts are templates or scripts for your sales team to follow when they are on a cold call with a prospect. It breaks down key selling points for the team to go over, but remember to not make it overly scripted. Allow your sales team to still have natural conversations and build relationships with the prospect on the other end.

16. Email Templates

Email templates are quick and easy fill in the blanks for your sales team to send out to different leads, clients, projects, etc.

Example: 

HubSpot Email Template Blog

 

 

Company Content Title Graphic

Company content would be assets that you should already own before your sales team is pitching to prospects and leads.

17. Website

A company website is vital since it gives prospects a place to go and research your company out themselves. Make sure to have a high quality and user-friendly website since it will establish credibility in the eyes of your customer. Display your past work, clients, and who you are as a company.

18. About Us Content

Let your audience know a little bit about you and why you started your company. There are many ways to frame your About Us section – research different websites and gather inspiration before creating your own.

19. Culture

Displaying your company culture for audiences to see is growing in popularity. Showing that you produce great work is one thing but also showing that you’re great to work with is even better. You can show your company culture through videos, sections on your website, or other creative ways.

 

 

Customizable Content Title

Having the ability to customize content to each individual that is interested in working with or already works with your company is incredibly effective. It allows each individual to feel like they are important to you and your company. It’s a great tool for sales teams to use to make each prospect feel important.

20. Custom Pitches

Although all of your sales material – decks, templates, etc. – should be easily customizable, there are sometimes some pitches that require you to go the extra mile. If you know your sales team is pitching a large account and there is some custom work that marketing can do to help win the job, that would definitely be a huge win for your company.

21. Personalized Video

Personalized video is a type of customizable content that is definitely growing. Personalized video allows you to send out video emails and customize each video with the viewer’s name, email address, company or other variable content that can be found in the data of your clients.

Example: 

Link to Personalized Video Page

 

The most important aspect of sales enablement is access – making sure that all of your content is somewhere where your sales team can easily find it, and ensuring that they know what all is available to them.

 

Quote Number Two

In many organizations, a disconnect between marketing and sales is common. While it is obviously important for marketing and sales teams to communicate for many reasons, distribution of content is one of them. There are many different platforms which you can use to host your content, but our biggest recommendation is to have one central resource for sales enablement content – whether that is somewhere where the content is actually hosted or a document that contains links to the most up-to-date versions of your content.

8 Factors To Consider Before Doing Video In-House

Video is one of the strongest sales and marketing tools. It is also quickly becoming one of the most easily accessible – since the majority of the population is carrying around an HD or even 4K video camera in their pockets (i.e. smartphones). Basic video editing and animation are becoming easier and easier through the use of free, or very inexpensive softwares and online tutorials. For these reasons, and more, many marketers are choosing to do video themselves, resulting in mixed outcomes.

As a content agency who specializes in video, we always encourage our clients to work with a video partner whenever possible – simply put, companies such as ourselves are always keeping on top of content trends and strategies and will help you build out the best content for your needs. However, sometimes you will have a need for a piece of content and for any number of reasons are not able to engage your content partner.

In situations like this, producing content in-house is definitely an option to consider. In this post, we’ve listed out 8 major factors to consider when contemplating using in-house capabilities to produce a video.

 

1. Who is the audience for this content?

Is your content just going on your website, or will you be pushing it out via email to thousands of subscribers? Who is your intended audience – junior to mid-level purchasers or VP’s and CXO’s? As with all content marketing-related decisions, it is essential to know your audience and what they expect to be seeing from you. Not to say that you would not be able to produce amazing video in-house, but if your main competitors are working with a large agency on all of their content, yours may not measure up.

If you are planning on putting advertising dollars behind this piece of content, we definitely recommend working with a production partner. The right partner will have experience in creating content for paid media and will be able to help you create the best possible content for your campaign.

 

Link to try Vidyard's GoVideo

 

2. Do you have anyone with video expertise on your team?

While resources to create video content are readily available to you, it does require some technical know-how and there will be a learning curve for anyone who is looking at creating video content for the first time. If someone on your team has experience in creating video content – either in shooting video or in post-production – this would be a huge benefit to your team when looking to create your first piece of content in-house.

 

Description and link to try LinkedIn Learning

 

3. Do you have the budget to create this content?

Many organizations see this as a barrier to entry for creating any sort of content – however lack of budget should never be a barrier to entry when creating content. If your marketing team has time and resources available, I would highly recommend investing some of those assets in creating your own content. If you are able to achieve an ROI from your in-house content, this will help your case to invest more budget into content creation. This can result in continuing to create content internally or to hire external partners to assist you with your content.

 

Link to Video Marketing Stats Blog

 

4. What is the actual cost of producing this video in-house?

Many people think that producing video in-house is a good option because of all the cost savings. However, before starting a video project it is worth doing an analysis of all related costs. What hard costs will you have for this project (buying/renting equipment, purchasing props, purchasing software)? How much of your marketing team’s time will be devoted to this project – in pre-production, production, and post-production? What is the effect on the rest of your team? Will anyone in the office be needed or need to be relocated during a video shoot? These are all factors that many companies forget to take into consideration when choosing to produce content in-house.

 

Link to 6 video tools for marketers blog

 

5. Is this piece of content one-off or part of a larger campaign?

The larger the piece of content, and the campaign surrounding it, the more I would recommend seeking a partner to help you with this campaign. If you approach a content partner with a campaign and multiple assets – video, graphics, etc. – you would be able to get much better value than if you were creating only one video.

Working with a content partner for all assets related to a campaign also gives you the advantage of ensuring a consistent strategy and look across the whole campaign. If your content was spread out among different production partners and your in-house team, it will be harder to control overall strategy and ensure that everyone is on the same page.

 

Link to 4 Quick Tips On Your Video Marketing Strategy Blog

 

6. Are you confident with what you want your video to say?

The pre-production process is one of the hardest parts of creating a piece of video content – figuring out what you want your video to say, and how you want to say it. It’s very easy to create a piece of video content that has all of the information required in it but may miss the mark in terms of delivering that message in an effective format. A great piece of video content must convey your message to your audience in a way that will keep them engaged all the way through. It must also include a strong call to action – what do you want your leads to do after watching the video? If you are not confident that your video’s message will do a good job in converting leads, we would recommend working with a video partner – or at minimum perhaps hiring a consultant to help you shape the idea for your video. No matter how amazing your video turns out, the core messaging has to be correct in order for it to be a success.

 

Link to 6 Common Myths/Mistakes When Creating Content Blog

 

7. What other content do you have out in the market right now?

When it comes to content marketing, consistency is one of the most important factors. If you already have professionally-created, polished content in the market, you want to make sure that every piece of content you release is at that level. When you are releasing any piece of content – whether it be created in-house or by an external partner, a final quality-control check to ensure that it’s in line with the rest of your content is essential.

 

Link to try the video marketing assessment tool

 

8. Is this content time-sensitive?

Great content takes time to create. And while doing it yourself may seem like a faster option, that is actually not the case – especially for newer content creators. If you work with a content partner, they will have a team dedicated to your project – and when you set a timeline at the beginning of the project, they will work with you to fit your timeline. If you create a video in-house, there are a lot of factors and unforeseen delays that could move a timeline back. Unless you have dedicated content creators in-house, your team will also be juggling your video project with all of their other day-to-day tasks and responsibilities.

 

Link to Media One Creative's process

 

6 Common Myths/Mistakes When Creating Content

MISTAKE: Telling Your Customers What You Want To Tell Them

As a sales and marketing professional, it is easy to get into the mindset that you know what your customers want. You know the product that you are selling and you know why it is better than your competitors’ products. But is that what your customers want to hear? Oftentimes, we don’t realize what our customers actually want to know about our products and we give them information that they are just not interested in.

To fix this problem, the first thing you need to do is have a thorough understanding of your customer personas—learn who your customer is, how they think and how they go through their buying process. Then when you are thinking about creating your next piece of content, ask yourself, “Would my customer want to read/watch/consume this? Do they care about what I am saying through this content? Am I saying this in a way that they want to hear it?” If you answer no to any of these questions, it’s probably time to rethink that piece of content.

 

 

We put together a worksheet that will help you keep your content aligned with what your customers want to hear. It’s a tool we use ourselves when we are unsure as to whether or not a certain piece of content will resonate with our target audience. Click below to download this free resource.

 

MISTAKE: Putting Too Much Information Into Your Content

This mistake is especially common among marketers who are creating content for the first time, or creating an important piece of content that they want to use for a variety of purposes. Relating back to our previous mistake, we as marketers tend to want to tell our customers what we want them to hear and that tends to be more information than our prospects want to know.

When companies are creating a key piece of content, such as a brand spot or an explainer video, they tend to want to cram as many details as they can into their piece of content. But overloading your prospects with information is just as bad as giving them no information at all because excessive information is easily forgotten. A great piece of content is creative and informative, and, as a result, will be memorable, comprehensible and compel viewers to seek more information.

 

MISTAKE: Showing The Wrong Content At The Wrong Time

This mistake is very common among marketing teams who are new to content marketing, or do not have a large library of content to pull from. Oftentimes when an organization creates their first piece of content they want to show it to everyone: prospects at the top of the funnel, middle of the funnel, and bottom of funnel. But each of these prospects are looking for very different things from your company and therefore need different types of content served to them.

When creating your content strategy, ensure that it is aligned with your buyer’s journey. Think about what questions your buyers ask, and from there you should be able to figure out how many different ‘buckets’ of content you need for the different stages. Sometimes a piece of content can be repurposed for multiple stages, however, be careful that your content is not so similar that your prospect notices that they are viewing different variations of the same piece of content multiple times throughout their journey.

 

MYTH: Content That Doesn’t Lead Directly To Sale = Failure

Content marketing is not always fast. Depending on where a piece of content is used, it may not ever lead to a direct sale. Content is one of the most difficult types of marketing to track because it is often content plus other marketing activities, or multiple pieces of content that will compel a prospect to buy your product or reach out to your sales team.

However, that is not to say that you should be creating content and not tracking any metrics along with it. If your organization uses marketing automation software such as Marketo or Salesforce Pardot, you can easily track a lead’s journey including what content they are consuming. Even free services like Google Analytics can help you track Behaviour on your website. If you notice that after viewing content such as a blog post, viewers are consistently staying on the site and going to purchase pages or filling in forms to contact you, that is a good sign that your content is contributing to your sales.

Metrics that can also help you track the success of your content marketing are signups and content downloads.

 

MYTH: Anyone Can Create Content 

This is a tricky one. Because of the powerful and easy to use tools we have available to us through smartphones and our laptops, the answer is technically yes, anyone  can create content. However, you have to ask yourself: do you have the right person creating content?

And this is a difficult question to answer. Depending on the skill set of your current marketing team, certain pieces of content are worth outsourcing, whereas others may make sense to do in house. Typically, two signs that a piece of content should be outsourced are when you are unhappy with the quality of content that your team is putting out or your team is struggling to balance creating content with all of their other responsibilities.

 

MYTH: Quantity > Quality

We have a saying here at Media One Creative: ‘is it Media One Enough’. In other words, are we proud of the work that we are putting out? And if the answer is no, then we keep working on it until it is ‘Media One Enough’. While it is always tempting to push a piece of content out just for the sake of pushing content out, we as marketers always have to keep in mind that everything we put out is an equal representation of our brand. Your brand is only as strong as the worst piece of content you put out.

If you are struggling with producing quality content, it may be worth consulting with an external agency on your content. This would help you determine where your content issues are. Perhaps your team is fully capable of creating content, but do not know where to start. Maybe they are focused on creating the wrong type of content and, therefore, are struggling to create something more difficult than they actually need.

 

Feeling inspired to create some content? Our team of experts would love to chat with you about your content goals and how we could work together to achieve them. To schedule a consultation with one of our experts, click below.

How To Personalize Your Video Content

Personalize Your Content In 2018

Personalization was one of the biggest marketing trends last year, and will continue to be just as important in 2018. Video is becoming the most effective medium to communicate with your customers and prospects, so we are sharing three ways to effectively personalize your video content.

 

1. Personalize your content to your buyer personas.

The best way to add an initial level of personalization to your videos is to create content aligned with your buyer personas. As a business, you probably have at least two to three different customer personas that you are targeting. When you’re creating your marketing content, some of this content may be applicable to all of your customers, but other content should be specific to one persona.

As a general rule, as your prospect is moving down the sales funnel, the content that they are viewing should become more personalized to them. One great example of content personalized to the persona is a series of videos that we created for our client Deltek, a leading enterprise software and information solutions provider for professional services firms and government contractors. Deltek’s vision was to create multiple videos that were targeted at different customer personas to create a self-guided sales journey allowing customers to self-qualify themselves further down the funnel.

This overview video is a top-of-funnel piece of content that gives an overview of the product for all different customer personas. The rest of the videos in this series were broken down to speak specifically to each persona.

 

Why does this work?

Not all of your customers are the same, and, therefore, not all of them will find the same value in your product or service. By creating more personalized video content, you can serve up a specific, targeted message that will tell your prospects exactly what they want to hear.

Top Use Cases

  1. Create a customized experience for each of your buyer personas on your website.
  2. Create segmented email lists by buyer persona, and create content personalized to each of these personas.
  3. Target your account-based marketing efforts using slightly different messaging for different buyers within an organization.
  4. Enable your sales team with a variety of different pieces of content to help tailor their pitch to each individual prospect.

 

2. Use personal videos to send a genuine message

I think we can all agree that a phone call is always a more personal way to connect with your prospects than an email, but sometimes this isn’t always possible, especially when cold calling. You may not have a direct extension for your prospect, and when you do, people often don’t answer their phones. But have you ever thought about sending your prospects a video message created specifically for them? We have incredible technology at our fingertips. With webcams and smartphone cameras that can record 4K video, there is nothing stopping you from creating a quick and personal video message for a really important cold call. You can  even send a compelling message to a prospect who may be further down the funnel.

Our friends at Vidyard have created a powerful tool that helps you do exactly this. It is an easy to use video recording tool that connects to your email and helps you record, send and track video messages. Best of all, it’s free to try out!

 

 

Why does this work?

The difficulty with email or any text-based communication method is that it’s difficult to read any sort of emotion. If you send a formal email, you may come off as dry, and if you send a more casual email, prospects may consider that as you not taking them seriously.

With a video, you are speaking directly to the camera so your personality will be able to shine through. While it may take a few tries to get comfortable being on camera, it is pretty easy to let your personality shine through and be as genuine as possible.

 

Top Use Cases

    1. Cold calling
    2. Client onboarding
    3. Sending a personal thank-you message
    4. Explaining/summarizing an important document (i.e. sending through a contract)

 

3. Personalized Videos

While personal videos are great for communicating one-on-one, the most effective way to do personalization at scale is through personalized video. This is a service that we offer our clients, which is a combination of video technology and creative storytelling. Personalized video allows you to take a list of your opted-in clients and prospects, and email them a video that is personalized to them with their name, company name, and other personal information weaved throughout the video.

 

 

Why does this work?

Having the viewer’s information integrated into the video in a creative way has been proven to increase open rates, click through rates and audience retention rates significantly, as compared to a standard email campaign. Our clients have seen retention rates of up to 91%, which is far above industry average for similar non-personalized videos. More people watching until the end of your video means more people viewing your CTA, which, in the end, means a better chance for more conversions.

 

Top Use Cases

  1. Prospecting
  2. Reconnecting with cold leads
  3. Pre-event or post-event email blasts
  4. Selling deeper into current accounts

 

Want to learn more about personalized video? Check out these articles!

  1. 12 Game Changing Stats on The Power of Personalized Video
  2. How To Personalize Your Video Content

  3. Three Ways to Use Video To Improve Brand Personality

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10 Reasons To Invest In Video In 2018

Media One Creative - Red Digital Cinema Camera

Is your business currently investing in video? If not, are you part of the 65% of businesses who will start using video in 2018? Now more than ever, video is a crucial type of content that could be helping your sales and marketing teams exceed their targets. We’ve compiled a list of some compelling statistics and predictions that show why video is such a powerful tool, and why it should be a priority for you in 2018.

1. By 2020, online videos will make up more than 80% of all consumer internet traffic (85% in the US). – Cisco

This is huge. Although video is already such a huge part of our online lives, this quote from Cisco proves that it will only keep growing.

2. Top three most effective types of video content: customer testimonials (51%); tutorial videos (50%); demonstration videos (49%) – Curata

This falls in line with what we are seeing from our clients, primarily in the B2B space. A lot of time, companies who are new to video will focus only on top of funnel content, like a brand spot or a corporate video . But content further down the funnel is equally as important – as your customers are getting closer to their purchasing decision, you want to have compelling video content to help close the deal.

3. 65% of businesses who don’t currently use video say they intend to start using it in 2018 – up from 34% in 2017. – Wyzowl

if your business doesn’t currently use video, now more than ever is the right time to seriously consider investing in video content. Looking at this statistic, more and more companies are deciding to start investing in video – and your competitors are probably among them.

4. “I see video as a mega trend, same order as mobile.” – Mark Zuckerberg

Mark Zuckerberg, CEO of Facebook, said this last year when he was announcing that Facebook would be investing heavily in original video content. Talking to our clients, many of them are still adapting their digital marketing strategies to better fit this mobile generation. If video is predicted to be just as big of a trend, know that it is something that’s certainly worth investing in now, as it’s only going to grow in relevancy in years to come.

5. 18 is the average number of videos enterprise brands post per month. – Vidyard

While this may seem like an overwhelming number to some, keep in mind that this doesn’t mean that they’re producing 18 fresh pieces of professional content every week. Some of this content could be a quick social video shot on a cell phone, a tutorial video shot in-house or a recording of a recent webinar.

6. 51.9% of marketing professionals worldwide name video as the type of content with the best ROI. – Adobe

A big challenge in marketing is being able to determine the ROI of a piece of content. Sure, the prospect that was just closed by sales might have downloaded a white paper from your website, however they may have also visited your blog or watched videos. However, the fact that over 50% of marketers recognize video as their best-performing type of content speaks for itself.

7. Adding video to an email can increase click-through rates by up to 50% – Campaign Monitor

Email marketing is still one of the best ways to reach your customers and prospects – especially in B2B – but one of the biggest challenges in email marketing is clickthrough rate. Video is an extremely powerful tool to add to your email marketing arsenal – a thumbnail with a play button is a much more powerful CTA than a standard link.

8. By 2018, B2B companies that use personalization in digital commerce will be able to realize up to 15% increase in revenues. – Gartner

That’s why we’re so excited about personalized video. Just as much as video is proving to be the most important type of content to create in 2018, personalization is going to be one of the biggest digital marketing trends of 2018 – even more than it was this past year. By personalizing video content, you are giving your customers the type of content that they want, in the format that they want it. It’s a win-win scenario.

9. In 2018, content marketing is about creating interesting content people actually want to engage with. – Forbes

If you are already are a video marketing expert and are wondering what’s next, unbranded (or less-branded) content is the way to go for 2018. Many large brands such as Apple and Pepsico are investing big in original content this year – if you’re feeling creative maybe give some unbranded content a try and see how your audience responds to it.

10. 64% of marketers see video as the most difficult content to create. – Ascend2

Although video has proven to be successful, it needs to be done right – and that is not always easy. If your company is looking to start creating videos this year, I would advise finding a video partner who will help get you on the right track and help you along your video journey.

Want more quick and easy stats on video? Check out the articles below!

  1. Video Marketing Stats That Every Business Should Know (Infographic)

  2. 12 Game Changing Stats on The Power of Personalized Video

  3. 10 Reasons To Invest In Video In 2018

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