When I talk to struggling content teams, I encourage them to put every ongoing effort on hold and to instead focus their attention toward a single objective that requires them to collaborate more with sales teams. Rather than continue focusing on top of funnel – which frequently isn’t going to be an ROI driver any time soon – I tell content teams to understand and then drive whatever change in beliefs or behaviors prospective buyers need to undergo in order to become customers.
Customers seek outcomes – not tools or services – and it’s the marketing and sales teams’ objective to prove that they can enable prospective buyers to achieve such outcomes. To that end, every company has one obvious and yet rarely-utilized tactic. Leveraging their product usage dataset to identify and underscore best practices for the industry is the easiest win in all of content marketing.