Why the Future of Demand Gen Lies in Self-Service Content Experiences - Content Marketing Institute
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It's a Buyer's World
The market nowadays is moving forward to a more buyer-led future, keeping the buyer in control.
Studies show that it's best to slowly shift from traditional content marketing and sales operation to what the buyers want.
The future of sales-enablement and demand generation lies in self-service content.
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Shifting to the buyer-driven experience
In order to shift to a more buyer-driven format you should can start with having a buyer-led content flow because this helps address the needs and problems of the client in the least disruptive way, which the traditional approach ignores.
Some of the other ways we can take part in solving the client's problems is to help them define their stakeholders, identify potential disruptions, and help them make compromises to move the buying process forward.
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The Four Components of a Buyer-Driven Content Strategy
- Context - focus on creating content that helps the buyer complete the steps in their task
- Choice - have someone to guide the buyers' decisions whether to stick to their current choice or to change it
- Conversations - focus on the information that the buyers want and not the information that your brand wants to share
- Confidence - help buyer's feel confident about their choice by giving them what they need to make an informed decision, this will help you become a credible resource
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Operating in a seller-free world
Since the market industry is shifting towards a more buyer-led market, we should embrace this change and add self-service models that buyers can utilize such as:
- Self-scheduling
- Self-selection for the person they want to work with
- Self-pricing tool that helps buyers to see the complete picture of a product, understand the product in detail, and they can choose to make upgrades or make comparisons
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IDEAS CURATED BY
Jessica Delgado's ideas are part of this journey:
Learn more about writing with this collection
Effective communication
Persuasion techniques
Closing a sale
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