This is part 1 of a 2 part series on how the best marketers are creating the best content quickly. Link to free ebook download on the last slide.

1. How the Best
Marketers are
Producing
Great Content
Quickly
(Part 1 of 2)
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2. Producing great content
early in 2013
WILL MAKE,
or BREAK
your year!!

3. Buyers are making I have trouble
decisions based on producing
what they enough content
read, view and to satisfy the
listen to online buyers demand
Outside
But I’m agencies have
responsible been
for making disappointing;
sure they they don’t know
bump into my MY customers
content well enough,
regularly plus they’re
slow and
expensive

4. What are you to do?...
Here’s 3 solutions:
Create an Internal Content
Marketing Agency (ICMA)
Complete a Content Audit
Benchmark your
current content
marketing
capability versus
your competitors
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5. Your Best Sales Rep:
The Internal Content Marketing Agency
According to Gartner, 99% of buyers of complex products and services
begin their process with a Google search….AND…The Sales Executive
Council estimates 57% of a buyers purchase decision is made without a
sales rep being present.
Do Buyers find you when
using their search terms?...
 Yes, IF you have your content everywhere to
lead them
 No, if you only have a few pieces in a few
locations
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6. Use the ICMA to
effectively and efficiently
spread your content
everywhere
AND…
actively engage your
buyers without a rep
present

7. The Fundamentals of an ICMA
What is an Internal It’s a new specialty in your marketing
Content Marketing department. It helps you to make the
Agency? number by producing custom content.
It produces content of sufficient quantity
What does it do? and quality to meet the needs of the
Marketing and Sales departments.
What does it mean to use Your company will be able to sell the way
an Internal Content your Customer wants to buy. YOU will be
Marketing Agency? able to sell when a rep is not present.
A 3rd party will never know your
customers like you do. They will not know
Why not hire an outside the intricacies of your products and
firm to produce content? services like you do. They can’t have the
sense of urgency or your passion for your
7 customers.

8. An Internal Content Marketing Agency has
3 Key Business Objectives:
1. Facilitate the BUYER’S JOURNEY
2. Generate Leads for your team through
effective DEMAND GENERATION
3. Sell when a sales rep is not present
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9. Creating an ICMA can be a
heavy lift. You may need
expert assistance. There’s
almost two dozen strategic
considerations to be made
before you even begin.
Here’s just 2 quick
examples:
How often will you
generate content
AND
What will it be about?

10. To answer these questions, you’ll need some tools
like the example ones below
An Editorial Calendar to
determine how often
you’ll generate content
And a Production
Schedule to track
what the content
will be about

11. Key Consideration #1
Does my company have a problem
in this area?
 Do my prospects find me online every time they search for a
solution to their problems?
 Does my company “own” the online space around the products
and services I sell?
 Does my company have deep expertise in search engine
optimization?
 Is my company (or outside vendor) producing enough high
quality content to enable my sales reps and support my
marketing team?
If you answered ‘NO’ to any of these questions…
You might have a problem.

12. Key Consideration #2
Could this problem impact me
making the number in 2013 and
beyond?
 Will your customers use the internet MORE or LESS in the
coming years?
 Would your field sales teams be MORE or LESS effective with
awesome content support?
If you are thinking ‘MORE’… an ICMA could be the
answer to your problem.

13. Why Should You Care Now ?
Content Marketing Institute’s 2013 report An excellent
states only 36% of businesses believe their blog on this
topic can be
content marketing is effective. accessed
here.
What this means for you is this:
You have an excellent opportunity to
gain first mover advantage
AND
You can turn your internal pieces of
content into your BEST salespeople
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14. Learn More
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For access to our February ebook – ‘How the Best Marketers are Producing
Great Content Quickly’; click here
If you don’t have a lead management process or need help
optimizing your current one,
Contact us to hear the rest of the story...
Email - info@salesbenchmarkindex.com
Phone - 1-888-556-7338
Web: http://www.salesbenchmarkindex.com/
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