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Launching a content marketing program and need help knowing what content to create? Start by understanding the stages of your sales cycle, the target audiences you need to address and the problems they are trying to solve. Once you’ve determined those factors you can build out a content matrix to guide your creation and distribution path.
Our sample matrix shows content examples for a CRM software company selling to enterprise organizations. A sales administrator is usually the primary person to research solutions and act as the product champion. Someone from the IT department is involved to ensure that any solution chosen is compatible and secure, and purchase approval is with the VP of sales. The recommended content will help the company generate awareness and leads, move prospects through the sales cycle, and maximize retention and revenue.