The Importance of Context in Content Creation
#SalesChats Episode 11
There is so much content being created. Social spamming, where information is pushed out whether it is quality or not, has taken over the business world. This trend has created a surplus of content, but without relevant context that targets it to your business and highlights your expertise. Jeff Zelaya talks about context in content creation in this #SalesChat, hosted by John Golden and Martha Neumeister.
Zelaya explains:
- Why content without context is not only pointless, but potentially harmful to your brand.
- Top tips for creating relevant context
- How to utilize the sales and marketing’s team connection and relationship with buyers to understand customers, and then using this information to create appropriate context around your content
- The necessity of the sales and marketing collaborating to create a buyer persona and target content
- Before setting yourself up for sharing and creating content, read the content, and ask preliminary questions about if the content and if it is relevant to your customer
- The best ways to start sharing relevant content is to ask questions, identify problems, and find solutions to problems. Share content that is focused around those things and you will have built-in context
- How content with context adds credibility and can make you an authority
- Best ways to streamline creating content across different channels, including using a good CRM software
- Personalizing content, even if your web viewer is anonymous
- Measuring the quality of your content using lead generation, and other methods
- The vital importance of distribution. Even if you have good content, and good context around your content, if you don’t have proper distribution, and no one is seeing the content, it doesn’t matter
- Using internal employees as advocates for distribution
- The vital importance of having a key marketing strategy
Our Guest
Jeff Zelaya
Jeff Zelaya is the Senior Account Manager at Triblio and is passionate about helping businesses increase their ROI from their content marketing and social selling efforts. You can follow more of his social selling blog posts on the Triblio Blog.
Our Hosts
John Golden
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.
Martha Neumeister
Martha is social media strategist, responsible for all social media platforms of Pipeliner CRM. She is a communication expert with social media affinity, which she has been focusing on throughout her professional career. She has a bachelor´s degree in Entrepreneurship & Management and a master´s degree in Online Marketing which supports her in her career as Social Media Strategist.
About SalesChats
SalesChats is a fast-paced (no more than 30 minutes) multi-media series that provides leading strategies, tactics and thinking for sales professionals worldwide. It can be found on Twitter (#SalesChats), as a live Google+ Hangout, and as a podcast available on iTunes, SoundCloud and right here on SalesPOP! If you think you would make a great guest for #SalesChats, please contact co-host Martha Neumeister.
SalesChats is co-hosted by John Golden, CSO Pipeliner CRM, and Martha Neumeister, Social Media Strategist Pipeliner CRM.
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