Role of Social Content in the Sales Process
Brian Fetherstonhaugh, Chairman and CEO of OgilvyOne, argues that InfiniGraph’s business proposition is based on a Content = Digital Bait model.
Content once held a nicely defined niche in the sales process. It was used to articulate our message or hype our benefits. Content was highly sanitized and contrived. Now we see an entirely new role for content with consumers providing what is most relevant based on social behavior and letting brands participate in their digital conversations.
Social engagement creates Reach, Relationship and Response enabling you to learn to sell more and faster, based on consumer interaction. Marketers who do not own their social voice and content space will see competitors grabbing increased share, so it’s imperative that one is prepared to compete based on Social Intelligence.Below is an example of how InfiniGraph can assist in developing content intelligence:
Crowdsourced content is one of the best ways to determine what‘s trending around your brand and most relevant to your audience. Half the battle in content marketing is having the knowledge of what is driving the conversation, therefore, making you the smartest person in your community.Knowing what to insert in your feed and seeing realtime results lets you build your content consumption’s success. Another major opportunity is increasing relevancy among your audience even if the content falls outside of your industry’s purview, which offers the distinct opportunity to interweave a brand message as part of a more advanced content marketing strategy. How are you using content to be more relevant and what are you using to discover content that can turn your brand into a thought leader?
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