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BY VISION PUBLISHING, INC., BOSTON, MASSACHUSETTS


The Content Audit

Advertising has a tendency to believe it can close the sale with enough branding impressions. Years of integrated marketing have dissuaded B2B marketers from that illusion. But now with the advent of the Web, that fantasy is being reinvigorated. The simple fact is people do not buy without personal contact. Electronic experiences and interactions are no substitute for personal contact. The magic of the Web is no substitute for the behavioral principles on which successful marketing efforts are based.

Then how can a sale be made without personal contact. Many, perhaps most, B-to-B sales involve multiple decision makers ? recommenders, influencers, and approvers. Your credible information can be introduced to this network by one of its members. The perception of your credibility as well as the credibility of your "agent" may be enough to swing a buying decision in your favor.

Now having said that, an opinion leader CAN substitute for a personal sales contact, but only the right, credible content is what will convince an opinion leader of your credibility and quality.

A content audit helps sales consultants answer the question "what should I talk about at this sales call?" What are the information needs of your prospects?

Content Audit Queries
  • What is your category?
  • What are the professional-service/value-added opportunities in that category?
  • What expertise is needed?
  • What is the nature of your intellectual capital?
  • How do, or can, you differentiate between your proprietary intellectual capital and your
      "public" intellectual capital?
  • Where does your natural expertise lie?
  • What is the competition doing? Not doing?
  • What does your internal audience believe is the basis for your company?s trustworthiness
      and what do they think differentiates your expertise from your competitiors?
  • What do your customers and suppliers believe is the basis for your company?s trustworthiness
      and what do they think differentiates your expertise from your competitiors?

  • Vision Communications Address: 17 Westbrook Rd., Worcester, MA 01602
    Phone: 508-796-5101 Email: mjt@competewithcontent.com

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