Successful organizations take on a content strategy as a centrepiece of their activities. It’s not an add-on. It’s strategic. Getting buy-in from the organization can be difficult, but doable. More difficult is getting people motivated to build that strategic content.
How do you get an organization to take on content as a strategic part of the business? Here are 5 key tactics that help building a culture of content.
How do you create a culture of content creation and education, internally and externally?
1. Find out what your colleagues care about?
When people do their job well, they get praised. Or get a raise. Or get promoted.
That’s what drives people.
A great way to make content creation a company wide activity is to embed it into what they care about.
- Service engineers care about solving a customers’ problem
- Project managers care about delivering a project on time, within budget, above customer expectations
- Training managers care about good feedback from trainees
- Customer support care about how they excelled in helping customers
Find out what makes these people ‘tick’, and let them write it down. Let them know that you expect this from them. Help them in “airing” their personal success stories, insights and helpful stories. And if they do, praise them in public. Read more
So many solutions are available to B2B companies today.
Increasingly products are being industrialized to be cheaper to produce, and cheaper to sell. In B2B, and in high value goods, pricing is less important. Value is more important. But value is increasingly brought by more and more competitors. Competitors with cheaper prices. And in the end price pressure comes back.
That’s got to end one day. One day your value doesn’t cut it anymore.
Where do you differentiate when market values and prices are converging? When your market is becoming a “red ocean” again?
B2B companies don’t buy your products. They buy your vision.
Recently I had to choose a new website builder. After a short RFI procedure, three companies where selected. Pricing was ranging from low to mid to high.
Which company did I buy from?
- Not the company with the best product.
- Not the company with the best account manager.
- Not the company with the best price.
I bought from the company that had a vision that aligned with my vision.
Or, their vision aligned with my vision.
How do you align your vision with the needs of your customers?
This might sound like a sales technique.
It’s not a sales technique.
- Deloitte wants to excel in everything they do.
- IBM wants to lead in IT technology that brings value to their customers
- Cisco’s vision is to change the way people work, live, play and learn
- Philips made simplicity part of their vision.
- Apple made design and usability their vision.
- Amazon made ease to buy and choice their vision.
These are the visions of these B2B and B2C companies.