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This week we continue our conversation about content marketing looking at ways we can learn from best-in-class performers. Today we tackle how taking the time to create a content marketing strategy can significantly influence the success of your campaign.

Did you know that in a single day there are more than 2 million blog posts published? (Source: Content Marketing Institute, 2015). Add to that the countless number of social media updates, e-newsletters, and materials such as white papers.

The Internet is bursting at the seams with content, and that content is just multiplying daily.  Is your content breaking through the clutter? Content marketing is an area that looks a lot easier than it actually is. As a matter of fact, “only 33% of B2B marketers say their organizations are effective at content marketing, down from 38% last year” (Source: Content Marketing Institute/ Marketing Profs, 2015).

This week, we discuss how best in class performers are succeeding at content marketing through their strategy, budgeting, and ability to produce.

This week we are continuing our conversation about sale reps and the value of sales training. Today we discuss the importance of having sales reps on your team that are subject matter experts. We define what a subject matter expert is, how they benefit your team and how your sales people can become subject matter experts themselves.  

This week we are analyzing the effectiveness of traditional sales training strategies. We look to determine why these strategies are no longer effective, and how sales enablement can enhance training to ensure effectiveness.

Skura Corp. has released the first volume of a “Sales Enablement Success” series - Chapter 1: The New Approach to Sales; detailing the trends that every business needs to know today for tomorrow’s success.    

Earlier this week we discussed how the channel by which you deliver your message can impact the way a buyer interprets the meaning of that message. In case you missed it, you can check out our previous post here.

Choosing the right channel requires setting up a proper communications plan. For experienced marketers, this may seem redundant but the truth is, creating a communications plan helps you develop tailored and effective messages.  In turn, tailoring communications allows for a better understanding of your audience. Once this happens, you can determine what channel to use much easier and you can measure your efforts to figure out areas for improvement. 

Let's look at the 5 steps to creating an effective communications plan.

We recently discussed the importance of content marketing (in case you missed the post you can find it here). This week we are building off our recent conversation and discussing how content types and channels influence your communication.  We discuss how the medium is the message, the changing landscape of marketing techniques, and the most popular B2B marketing channels.

Although no two decision journey/purchase decisions are the same, buyers typically pass through three stages in their thought process before making any sort of choice. These stages include: 1) the awareness stage; 2) the consideration stage; and 3) the decision stage.

Have you ever seen a product or walked through a store and thought to yourself, “who on earth would purchase that?” Truth is, no matter how useless you think a product may be, someone out there thinks it will solve a pressing problem of theirs.

This week we examine the role that the decision journey plays in buyer awareness and overall communications planning.