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Avitage

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Content Publishing vs. Traditional “Point Production” Process

Avitage

People regularly ask me to clarify the differences and reasons for adopting a content publishing process rather than the traditional “point production” process. Here is a simple list of reasons.

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Complexity Simplified — The B2B Selling Dilemma

Avitage

The impact and costs are high — to individual productivity, functional results and to strategic business goals. They’re also accelerating with the exponential rate of change. As Mckinsey says in the two minute video in this article: “The future waits for no one.

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Getting Sales Content Right

Avitage

As B2B selling organizations attempt to transition from a product to solution or value sale, they must deal with the new realities of selling in a digital era characterized by self-educating teams of buyers. They also don’t develop content specifications that instruct non-sales content experts on how to develop effective sales content.

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Find vs Create Sales Opportunities

Avitage

What they are looking for relates to your product or service category in the market. On the sales side, B2B sales teams have adopted BDRs, business development reps, to find and qualify opportunities for sales reps to work through the close stage. They also have a pretty good idea of what they expect to pay.

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Change your content process to leverage accelerate and scale

Avitage

By changing your content process for strategy and operations you can leverage resources and assets, accelerate production time to real-time, and scale outputs without compromise. How would your content process change if … A standard practice in our 20 year custom content business was to develop […].

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Content Strategy Competency – Understand Audiences (Buyers)

Avitage

For most B2B selling companies, content strategy is developed and executed at the functional or even tactic level. As a result of over 20 years creating content for B2B sales and marketing organizations, we developed a 6 Competency Framework for B2B Business Level Content Strategy. The linked post provides an overview explanation.

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Content Strategy or LII FCO?

Avitage

This kind of work produces many work products. And for actionable next steps, a carefully considered and prioritized list of content that was required to support those use cases was also developed. Even with (dare I say) a well developed content strategy, and clear, important priorities. Two relate to this story.