All B2B content falls into one of two content classes: there is 1st-Click Content (the kind you're most familiar with) and 2nd-Click Content, the kind most B2B marketers are not yet producing but should be, to truly arm their Sales Teams for social selling success. But not all 2nd-Click content is created equally and today I'll share our proven template for making great 2nd-Click content that helps your Sales Teams have conversations that convert to customers.
How Do Salespeople Use 2nd-Click Content to Sell More Effectively?
We've long lived in a self-educating buyer world where those buyers really don't want to be sold. Instead, they prefer feeling like they are making a smart buying decision. That's why they'd rather spend their time talking to Google than your salespeople. But, in virtually every sales process, at least those involving a human sales team, there comes a time when the prospective buyer can't answer every question or concern with a Google Search.
That's where 2nd-Click Content shines. 2nd-Click Content provides the perfect answer to every question or concern; all saved in hidden directories on your current website. Then, armed with the perfect answer to every question or concern, your salespeople can help those self-educating buyers complete their education, producing that all-important feeling of making a smart buying decision vs being sold.
5-Characteristics of Effective B2B 2nd-Click Content
Because 2nd-Click Content isn't designed to win a Google Search, B2B Content Marketers have permission to create something completely different from the more common 1st-Click Content they've been churning out since the invention of Inbound Marketing and Content Marketing strategies. Instead of creating content designed for the broadest audience, they now are free to produce CRAP. And by producing truly compelling CRAP, they give their salespeople one of the most powerful tools in their sales nurturing and closing toolbox.
So what are the hallmarks of effective 2nd-Click B2B Content?
5-Steps to Create Effective 2nd-Click B2B Content
Historically Sales and Marketing don't usually play well together. But, if you're going to create truly effective 2nd-Click Content, the kind that your salespeople can use to answer sales prospects' questions and help them overcome sales objections, you've got to overcome that hurdle. Over the last decade, we've helped numerous companies accomplish this by aligning Sales and Marketing behind a common goal and then empowering them to achieve the goal with a simple, repeatable system to quickly and effecienefficientlytly create effective B2B 2nd-Click Content. Here they are: