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Generation Q: Four Key Dimensions of the New Content Portal
Posted By Qvidian | Jul 16, 2015
There are a variety of such content portals that work well and benefit a company’s content strategy – but even more that don’t; hindering the sales process and affecting profitability. So if something’s not entirely broken, do we rush in to fix it? Maybe a better solution is to acknowledge that traditional content portals need a revamp – a transformation.
But what exactly determines whether or not your content portal of choice is effectively aligned with your overall selling strategy? Who’s involved in the content creation process and how are sales teams notified of any updates (not to mention – if changes are made, are the edits particular to each unique selling situation?). Lastly, is the process automated?
We should carefully consider this last question – it just may hold the majority of our sought after answers.
Generation Q: Four Key Dimensions of the New Content Portal: http://bit.ly/1HB8fFX
The makeup of any organization is different from the next, it’s thus only logical to deduce that a company’s content portal is at best a reflection of both its sales strategy and ultimate business objective; at worst it’s a wormhole of forever lost resources. Keep in mind: Content is the backbone of your sales pitch. Without timely and accurate messaging, your sales reps are essentially busy putting together the wrong menu, preparing your customers for a steak dinner at a vegan restaurant. Yep, getting it all wrong is possible – and costly.
At the same time, creating and updating content is only half of what it takes to maintain a successful content portal. The other half is concerned with the process of managing an organization’s content workflow. In other words, the other stuff is the continuity in your sales processes, or the engine that glues all the content pieces together. But who’s tasked with notifying that an update is needed or has already taken place? And who is making the edit in the first place?
If you’re having an easy time answering these questions, great – you’re content portal is doing its job, helping you sell effectively, spoon feeding your reps with one strategic content piece at a time. If, on the other hand, you’re realizing that the answers to these questions are as elusive as spotting a shooting star, don’t fret – you’re not alone. Admitting you have a problem is always the first step – the next step is fixing it fast.
Here are four key dimensions of the new, Gen Q, content portal to implement for a smooth recovery.
While consolidating content into any portal is great to streamline systems, but how do you know that your sales reps know when to use each content item? Do they even know what is available? Are they still emailing marketing asking "Do you have any case studies for healthcare companies?" They still require expert delivery of content to give them the guidance of when to use each content item to improve buyer conversations. Specifically expert delivery dynamically delivers the most appropriate resources for each selling situation, aligned to your buyers journey.
Are content assets constantly changing? Do you have 2 datasheets for a product one day, and 7 the next? How do you keep up – more importantly how do your sales reps? Intelligent search allows you to search based on context – it doesn't provide the kitchen sink to the rep, but provides a list of latest and greatest assets for unique situations. With one click, a rep should be able to access all content for "product X datasheets" to select the one they need.
Probably the most familiar, wildcard searches let your sales reps filter through each and every content asset to hopefully find just what they are looking for. This flexibility allows those who know, find exactly what they need – even if it's off the beaten path. Making this simple and quick with fast search results is key to keeping up with the latest generation.
What really stands apart from geriatric sales content portals? Those that provide personalized assembly of content seamlessly to sales reps. By leveraging data in CRM, the new generation of content automation systems can personalize sales and marketing content to your buyer in real-time, making your sales reps stand out. Tailored sales proposals, presentations, documents, datasheets – personalizing it to your buyer not only demonstrates you're in the next generation, but that you really know and understand.
On top of taking these valuable elements into consideration, it’s important to note the perhaps not so obvious – yet overarching – theme of automation present here. Automating the content and workflow within your content portal is the secret sauce to achieving continuous success.
Learn more about the importance of content automation in our hot off the press Content Automation Trends Report here.