1.
STEPSTO ®
BUILDING
OF CONTENT SOLDIERS
up .

2.
YOUR SALES REPS ARE
YOUR CONTENT SOLDIERS
Hflfiflflflrl
till-H-lit
Their weapon of choice needs to be _resourceful
content that helps their buyers journey

3.
A GENERAL PLACES THEIR
SOLDIERS IN A POSITION TO WIN
You're the content General. and the sales team is your platoon. Send them into battle
with content that will arm their buyers with enough information to make INFORMED decisions ~
DECISIONS THAT ULTIMATELY LEAD THE
BUYER BACK TO YOU AS THE LOGICAL CHOICE!

4.
GENERALS HAVE
A PLAN & STRATEGY
WHAT IS YOUR STRATEGY ?
TO PUT CONTENT
AMMUNITION IN
THE HANDS
OF YOUR SALES REPS.
LIL;

5.
STEAL THE BEST SECRETS FROM
SOCIAL SELLING COMPANIES!
HERE ARE THE STEPS LAID OUT FOR YOU!
Q5
22
G

6.
THEY START
DOWNLOADING CASE ,
STUDIES AND ATTEND I THEY ASK
_ TRADESHOWS J FOR RFP. s
THEY HAVE A
, — — PROBLEM
THEY DON'T w|1'| -| x 1
__: __I THEY MAKE A
KNOX! D5 SHORTUST THEY CHOOSE
A VENDOR

7.
ISOLATE THE MAIOR EVENTS THAT A BUYER MUST
OVERCOME TO MOVE TO THE NEXT STAGE.
VENDOR
REVIEW
PRIORITY
STATUS I sm| :'| '
OUO
CONCEPTUAL $
SOLUTIONS SOLUTION

8.
STATUS I
OUO
PRIORITY
SHIFT
CONCEPTUAL
SOLUTIONS
VENDOR
REVIEW
VENDOR
SOLUTION
‘I'm good for now. thanks. " The buyer THINKS they don’: need to change
I ”lnteresting, I never thought of it like that. " Something either internal
or external to their company has created a problem in their business that
needs addressing.
"How could I solve this problem, and what are the steps? " The buyer
begins collecting information that allows them to think through which
solution could best fix the problem in the most effective manner.
”What makes your solution better than XYZ company? " Don't be fooled
into thinking you're the only game in town. They have the ability to
collect information from all your competitors.
$$$. Someone is going to win » will it be you?

9.
GROUP THE MAIOR HURDLES INTO 3 STAGES BASED
ON THE QUESTIONS BEING ANSWERED: WHY, HOW, AND WHO.
_. .. ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... .. I VENDOR
5 I 2 REVIEW
1 PRIORITY
STATUS .
Duo Sm" ; CONCEPTUAL ; $
T __ T _ T‘ g SOLUTIONS § 5°lUT| °N
l‘H ‘ _[ l‘V’-_ I‘lI ( y

10.
WHY
HOW
WHO
nri: — Jauli I'll -' ‘WI-I‘lq: ,‘ Jail?
The buyer doesn't realize they have a problem. The buyer doesn't want
to hear about your solutions they don't have a problem. You need to
highlight the problem. Show the pain of what they're missing!
ad: — "r-via. ‘ mill -' . -.II-l—I>|4l'l mnlvieroii
The buyer reads something that creates a EUREKA moment, but they
don't know how to solve the problem. The buyer is looking for TACTICAL
tips that can help them mentally roadmap a potential solution. You need to
become a resource guide, a shining light on the best path to take.
id: — . 'lII~-Z. |>I(III IT-IIIHI-LI -’ ". l:IIl<I CVIIIKIUII
The buyer now understands the problem and potential solutions. Who
is the vendor to implement the solution? The buyer is looking for
examples of success, evidence that a vendor can replicate solutions
to problems that match the buyer's needs.

11.
STEP #4 — MAP CONTENT THAT BEST
RELATES TO WHY, HOW, WHO
-_: m9§Sl8E! =.-—
'fi‘IWIpm£, ‘ Highlight why their
problem exists!
.-_a‘ _IB‘“,
W ‘ Give tactical tips to
w°bl"a' 9 guide the buyer down
Pamfi “
an easy solution path.
Case
O. ‘H. 5""*'°= You're the logical
Referel-K95 I vendor of choice!

12.
STEP #5 - BUILD A REPOSITORY
TO HOLD CONTENT IN THESE
CATEGORIES
K- .
§h3'rePoint

13.
STEP #6 - CREATE CONTENT
FOLDERS ALIGNED WITH
YOUR SALES PROCESS
i‘ / ’i
NEW PROSPECT YOU'VE PR ECT SHOWING
NEVER SPOKEN TO SIG F ENGAGEMENT
AF OUR
PRO CT DEMO
i, i
PROPOSAL STA
DURING THE “DEADZONE”
BETWEEN DEMO

14.
STEP #7 - BUILD AN INFLUENCER
LIST OF CURATED CONTENT

15.
STEP #8 - ORGANIZE ARTICLES FROM
INFLUENCERS TWITTER BLOGS
DANGER FOR SALES ENABLEMENT — Your
training system is R | .P

16.
STEP #9 - CROWDSOURCE CONTENT
IDEAS FROM YOUR SOLDIERS!
Q
of ~ g
Q
5.5
D
QQQ
“.9", i'5‘
Have a simple way for your soldiers to share a new article into the system.
You as the General are responsible for organizing the new content.

17.
STEP #10 - DISTRIBUTE CONTENT
OUT TO YOUR BUYERS,
VIA YOUR SOLDIERS!
«K MULTIPLY YOUR
S‘ a CONTENT POWER
‘K BY EVERY
_ SINGLE SOLDIER,
AND
_ THEIR SOCIAL
‘k NETWORKS I

18.
STEP #1 1- MEASURE AND ANALYZE
WEBSITE
VISITORS
Y
x>0° ,
. 4,-nkedm (‘ace tu)| tt2f ’
700%
MIXED INSIDE YOUR SOLDIERS’ CURATED CONTENT MACHINES IS YOUR CONTENT.
YOUR CONTENT WILL BE PART OF YOUR CONVERSION FUNNEL, DRIVING LEADSI

19.
Y
§TEE‘?7 #712 = WEN E~iE'W TERIITRY
WIi'T“iI= S QUALIIFEE ILEJMDSE
W ,