Where (& WHY) You Should Invest In Content: Take The Quiz

I get it.

No organization wants “content”.

In the same vein that no one wants air conditioning, they want to be cool and comfortable in the summer, no one really wants “content”.

Instead organizations want more sales, better staff, more engaged and loyal customers, a great reputation, and strong relationships at all levels of the business.

The good news – smart, strategic content can deliver on all of the above.

You know I’m right, because you know that your teams are using content right now in order to:

  • Outline
  • Articulate
  • Persuade
  • Learn
  • Understand
  • Teach
  • Engage
  • Remind
  • Endear
  • Explain
  • Establish Trust
  • Prove Claims
  • Collect Leads
  • Close Sales
  • Follow Processes

And if they’re not, then your organization is either slow growing or spinning out of control due to spotty and shoddy knowledge sharing.

So, the question isn’t “do we want to invest in content?”, nor is it “do we need content?”.


The question business leaders must be asking themselves is which of our departments, people, or processes are in most need of better knowledge sharing right now.

And to help you answer this question, take this short quiz:

  1. Our biggest business challenge right now is:
    1. Differentiating ourselves from our competitors
    2. Keeping prospects and leads engaged and informed through a long sales cycle
    3. Building a community, conversation, and engagement around our products and services
    4. Hiring enough of the right people quickly enough to meet demand

  2. Most of our sales originate from:
    1. Online
    2. Networking and sales activities
    3. Word of mouth and personal recommendations
    4. Front line employees

  3. What best describes how your target clients/customer(s) make their purchase decisions:
    1. They research, fact-find, and compare different products/services before making a purchase
    2. It’s a longer sales cycle and they may or may not need approval from another stakeholder before purchasing
    3. They buy from brands they trust and brands their friends and family recommend
    4. They buy based on the recommendations of a knowledgable sales person or thought leader

Tally up your scores. If you answered…

Mostly As

Then you should invest in Awareness-Building Online Content

Your customers are online looking for information about your products/services, and a reason to believe in – and thus buy from – your company.

Use content and content marketing to attract, educate, engage, and ultimately convert your audience.

Think about:

  • blog posts
  • infographics
  • interactive online content
  • case studies
  • whitepapers

Mostly Bs

Then you should invest in Engagement Communications

Your sales team is out there pounding the pavement looking for leads, or following up on leads coming through online channels. Use content to streamline, standardize, and optimize the information these prospects are receiving. Answer their questions efficiently, effectively and proactively. Keep them learning, engaged, and interested throughout a longer sales cycle or a more complex buying process.

Think about:

  • Lead nurturing emails
  • eNewsletter
  • Blog posts
  • Fact sheets

Mostly Cs

Then you should invest in Social Media

Your customers want to buy from an organization they trust. One that is authentic, accessible, and answers all of their questions. Building an online community – one that provides real-time feedback, ideas, and recommendations – can help you achieve your goals.

Think about:

  • Social media strategy
  • Social media channel set-up
  • Social media content & scheduling

Mostly Ds

Then you should invest in Employee Training

Your employees are crucial to your success. They make or break your sales and will certainly stall or excel your growth. Create content that reaches and teaches these people in order to drive sales, build culture, improve quality, and customer service.

Think about

  • eLearning Employee Training strategy
  • eLearning content

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