Lack of Content Consistency Impedes Sales Growth

Marketers need to add consistency and structure to their content creation approaches for greater lead conversion.

Content marketing has become an integral component in the battle for building business. Yet, while many companies understand that campaigns and content must align to ensure consistency, few have the right processes in place to assure an optimal customer experience and conversion rate.

Corporate Visions' recent survey explores the alignment of marketing campaigns and sales content development processes worldwide. The study, which polled more than 500 global B2B marketing and sales professionals, reveals that the overall lack of consistency and abundance of product- or company focused content hinders an organization's overarching ability to connect with customers and generate new business opportunities.

The following statistics show how unstructured the average content creation approach remains and how this lack of internal alignment impedes the potential for acquisition and growth:

  • When it comes to marketing campaigns and content creation, only 29 percent of respondents claim their organization has a well-established message development process. Thirty-five percent of those polled, however, have an established process, but it's not applied consistently across the overall organization.
  • Thirteen percent of companies have a message development process, but rarely adhere to such methods because employees are unaware or feel unaccountable, 12 percent don't have a formal process, as they expect those they hire to do the right thing, and 10 percent don't really know how their organization operates.
  • Companies lack consistency and customer focus across marketing campaigns and sales content, as only 27 percent of professionals claim their organization focuses on telling the customers' or prospects' stories. Thirty-two percent, however, take the company centric approach, focusing on the brand's products and stories above all else.
  • Fifty-one percent of companies have trained their content creators and expect them to apply the messaging approach consistently, and 34 percent rely on coaches to provide oversight, quality control, and feedback to ensure consistency. However, 19 percent believe their organization has no process and allows everyone to do what they think is best.

Key takeaway: Despite the importance of customer centricity, 13 percent of sellers still believe product- or company focused stories are the most impactful when it comes to lead conversions. Such an approach, however, puts the emphasis on competitive differentiation, not customer experience. Companies must understand that, to attract new prospects and retain current customers, marketing content development and all subsequent sales processes must address consumers' unconsidered needs to alter the status quo and trigger change. Through customer-centric messaging and unified content development, brands have the opportunity to address consumer concerns and cultivate relationships that generate value for all parties involved, thereby boosting qualified lead conversions and the bottom line.