Consultative Content The most effective content strategy we’ve tested produces consultative, downloadable resources like our employee training plan template. Rather, it teaches team leaders how to create a training plan from scratch. Through this, we’ve learned that the best content for both new leads and existing customers provides guidance on how to do their jobs successfully. In our situation, it could mean teaching our readers how to create a training plan, how to measure training success, or how to create the best possible training content as a few examples. Marketing benefits from this content when the prospect walks through the process and asks which system will work best to implement their training plan. For us, this leads to the conversation that they should consider Lesson.ly as a solution. So there you go: two birds (marketing and CX), one stone (consultative content). Managers select which items they want to include, then they download a unique, custom onboarding checklist in PDF form they can use over and over again. We learned that, yes, people want tools, but more importantly, they want advice on how to use them. But providing consultative guides will help provide your customers with a better onboarding experience, leading to better adoption.
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Marketing managers always try to get the most out of everything. If you’re like me, you’re always figuring out how to squeeze more out of every dollar you invest in your marketing mix, how to increase conversion rate on every landing page, and how to make your team more efficient. In this vein, we try to leverage each piece of content we create to its fullest potential.
For a single piece of content, I find the sweet spot lies at the intersection of what the marketing team believes will generate leads, what the sales team thinks will help close new business, and what the client experience team believes will help retain and expand revenue. By finding this balance, you leverage your most valuable resource—time—by hitting multiple birds with one stone.
Consider these ideas for creating content to help support your customers, while also boosting brand awareness and generating leads.
Consultative Content
The most effective content strategy we’ve tested produces consultative, downloadable resources like our employee training plan template. Though it’s not the most downloaded offering on our site, it really wins at generating closed-won new customers for us. We don’t intend the playbook as a prescriptive, one-size-fits-all game plan. Rather, it teaches team leaders how to create a training plan from scratch.
Through this, we’ve learned that the best content for both new leads and existing customers provides guidance on how to do their jobs successfully. In our situation, it could mean teaching our readers how to create a training plan, how to measure training success, or how to create the best possible training content as a few examples.
Marketing benefits from this content when the prospect walks…
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