Strategic Content In Healthcare - 3 Steps To Keep Strategic Healthcare Content Simple & Helpful by Jim Bloedau of Information Advantage Group
Strategic Content In Healthcare - 3 Steps To Keep Strategic Healthcare Content
Simple & Helpful by Jim Bloedau of Information Advantage Group
Coming from the buy-side and having "carried the bag" and managed
field and channel sales professionals for many years, one of my pet
peeves remains sales materials that seems to be completely
disconnected from how the potential buyer behaves or their needs
during the buy-cycle. The Sales Executive Council has recently posted
a list of common sense guidance to keep in mind when developing any
sales tool. Ease of use, tell the sales force how to use it, get their
feedback and the list goes on with some good points on about getting
sales tools created by marketing to be adopted and used.
Where the list falls short is how today's sales person needs to elevate
themselves above the competition with strategic content rather than
merely offering another "salesy" tool. Much of today's new media is
yesterday's feature/benefit sale brochure that provides a limited answer
to a large question and then switches into "the pitch" while trying to pass
itself off as a white paper - How many of these have you tossed? Nothing can promote your brand
quite like offering strategic content that solves a need by giving a complete picture. Go beyond
answering a customer's question by providing something unique and useful, like an industry report,
that can be shared with the whole buying team and you'll be on your way to getting them to
promoting your ideas.
Because B2B sales is a mix of new and old media, some key points to keep in mind include:
1. Make it easier for the reader to scan and extract information helpful to the buyer by using outlined
formats, linked/bookmarked navigation, additional charting and graphics.
2. Increase the search engine friendliness of content, because this is the first place where most
buyers begin looking for products, with key words and phrases and their use through out the
document and optimizing title and meta descriptions, tags and back links.
3. Extend the value by re-purposing the strategic content and distribute it via traditional and new
From the sell-side we know we're always selling ourselves; from the buy-side how about helping us
respect you and your product with some good strategic content?
A FREE COPY of the annotated complete report “Six New Facts Why Buyers Prefer White Papers”
that the above was extracted from is gratefully made available to readers of this blog. Click on this link to
obtain your private copy. Please post the report or link to it on your sites. Thank you.
Image Credit: Unlisted Sightings