The Bridge Group, a Hudson, Massachusetts sales strategy group, found that only about 50% of sales reps meet their quota. And studies have also shown that only a third of a salesperson’s time is spent selling. So what are your reps doing, and how can you help ensure that they have what they need to generate revenue for your company?
Josh Ritchie, in his article “Less, But Better: 4 Practical Ways to Create Enough Engaging Content,” explains that salespeople are missing quota because they don’t have access to the quality marketing materials that they need. He further explains that success isn’t dependent on the quantity, but instead the quality of the content that a team creates.
To read Josh Ritchie’s full article go here.
Put More of Your Eggs in Fewer Baskets
This may sound counter-intuitive, but I’ve learned over the years that putting more of your eggs in fewer baskets often makes the most sense—at least for our team. Why is that, you may ask?
Well, say you had a plan to produce and buy media for 12 three-minute videos over the course of the year. That’s a lot of videos, and it will be hard to maintain momentum and quality. And this route may not make the most sense.
Instead, consider doing four videos throughout the year—and making each one the best possible video you can produce. Better yet, make each one you put out better than the one before. And then, after the release of each video, make sure that it makes sense to keep producing videos. If it does, then keep making them, and keep making them better. If it doesn’t, then consider stopping or reducing the volume of work you’re planning. Most brands have limited time and resources, and it’s better to allocate these things where they make the most sense.
Also, consider this: people will remember one beautiful video that you spent a lot of time fine-tuning and perfecting. People won’t remember a bunch of video pieces you rushed through production because the editorial calendar ruled supreme, and if they do remember them, it’ll likely be for the wrong reasons.
If, however, producing a lot of video content is a non-negotiable priority for your marketing team, consider the idea of scaling up gradually over time. It’s smarter to increase your investment gradually, and to develop momentum over time, than it is to come out of the gates at a pace that’s difficult to sustain.
Content marketing is a marathon not a sprint. And, there’s no finish line. That can sound daunting, but I personally prefer to be realistic so that I can plan accordingly.
Slow Down and Iterate Until You Get Things “Just Right”
There’s a saying that I love: “Doing something right is better than doing something fast.”
Obviously, you don’t want to procrastinate so much that you never actually get anything done. On the contrary, the first draft or version of most things usually needs to be polished. Also, doing things right tends to take more time than you initially thought… this is just the nature of the beast; so, whenever possible, set more conservative timelines for the work that your team produces.
In an ideal scenario, this means giving yourself the time and space to create something great every time you set out to create a piece of content. Not doing this is counter-productive. Why kill yourself to hit a deadline, if what you ultimately put out is not something you’re proud of? You’re going to hate it, and it’ll dilute your brand.
While this can be difficult when you are on a limited timeline, it gets easier when you really pursue a quality over quantity approach with your content, whereby you’ve got more of your eggs in one basket, and you are constantly sanity checking what you’re working on.
Again, you can read the entire article here.
Please share your advice and idea do you give about content?