How much time does your company spend creating sales content to support business development? I'm talking case studies, presentations, challenger decks, ROI calculations, and FAQs.
As marketers, we invest so much time, money (and sometimes tears) into this type of content, only for it to be shared with very few customers. But it's precisely this content that might hide your company's unique value.
If nothing else, traditional wisdom tells us that it's helpful for customers nearing the bottom of the sales funnel. Although we now know that the content journey of a prospect moving down the sales funnel isn't linear anymore - people look for all sorts of content at all stages of the purchasing journey.
4 ways to re-purpose sales content
Here are 4 ways you can re-purpose this content to earn maximum ROI on it, and offer your prospects greater value.
1. Turn business cases and case studies into blog posts
Case studies are usually short brochure-style PDFs that are easy to print and scan, with: challenges, solutions, and results sections. This makes them handy when a prospect wants to validate your claims, but it also makes them dull.
Why not turn each case study into a blog post, where you have the space to add context and turn dry bullet points into a convincing story. You can always link to the printable PDF version of the case study.
If you don't have many case studies, you can creating a hypothetical 'business use case', where you introduce the type of company who would benefit from your product, and the typical results they could expect. This is a bit more tricky than a case study, and you need to be transparent, but it's still a great way to tell your story in a way that potential clients can relate to.
2. Turn presentations into videos or Slideshares
You don't want to share sensitive information or important IP that your competitors could steal, but why not turn your introductory or industry-challenges slides into something that can help prospects frame their own challenges?
This is a great way to showcase your company's understanding of its customers and their challenges, as well as how your products can help overcome them.
3. Create an FAQ-style sales blog series
Ask your sales team to share the questions they are asked most often, and turn them into a blog series. These questions will probably be a good mix of company, technology, security and support questions - all the things experienced buyer need to know.
You could also start a Support FAQ blog series for existing customers - this could form part of a user group.
4. Use ROI calculators
Your sales team will probably have a rough idea of typical savings - either time or money - that businesses of various sizes can expect when using your product.
You could commission a developer to turn the basic calculation into a web-based 'calculator' that you can use.
This type of thing is very valuable - it's a quick way to qualify leads, and it gives prospects a reasonable idea of the ROI they can expect. Just remember to be clear about how you calculate the answer, and be sure to mention any assumptions.