Unused content has become an inconvenient and persistent problem for sales and marketing teams in today’s business world. Whether the collateral produced by the marketing team is irrelevant or out-of-date, or the sales team simply is unable to find the information they need - this issue is impacting companies across the board. This week we’ve been monitoring stories around why unused content can be a silent killer, how wasted content can impact a company’s revenue and why storing data in isolation can be a big mistake.
Companies have realized that content is the key factor to driving a successful sales department. However, simply creating more collateral can lead to bigger problems within an organization. While content can help with lead generation and sales problems, it can also create silos and burry collateral. An article in the San Francisco Business times explored two ways to break down this issue and eliminate wasted content. The first is through visibility, marketing teams need to know how their content is being used and sales leaders need to know how their teams are using the content to interact with prospects. The second is accessibility, content needs to universally accessible. With this strategy in place, companies can bridge the gap between marketing and sales teams and help eliminate unused content.
Unused content has proven to be a significant issue for enterprises. This issue occurs when companies continuously spend money producing blog posts, e-books, spreadsheets but are unaware of what content is actually being used by the sales and marketing teams. According to PQ Media's Global Content Marketing Forecast, sixty to ninety percent of content produced by enterprise organizations goes unused, and an estimated “$145 billion was spent on content marketing in 2014 with over $76 billion apportioned to B2B content marketing.” To eliminate this issue, companies should implement a content intelligence system to analyze unstructured data and provide valuable insight for companies.
The ability of effectively aggregating, analyzing and using data can have a big impact on a company’s customer service strategy. An article in Information Age explored what happens when companies store data effectivity in comparison to the outcome of data that’s stored in isolation. The article noted that when data is put to work, combined and compared with other pieces of data, it becomes a valuable resource for a company. However, this can only occur if companies store information in digital data systems rather than traditional data centers. When data can be accessed anytime and anywhere, customer service representatives can deliver the highest quality service and help drive results for the company.
If you want to see how Kaybus can help your company manage your content, call us. We are helping companies around the world transform how they do business.