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How to Build Content That Helps Deal Velocity and Brand Awareness at the Same Time
The best strategy for building content for quick wins is to focus on sales objection thought leadership. I mean developing direct responses to the most common objections you hear from prospects.
Start by collecting the top objections from the sales team or challenges they have in the current sales cycle.
Once you've collected this list, have sales reps help you prioritise this list in order of importance.
It would be best if you aimed to have the top ten ranked by how frequently you come across them in engagements.
On each challenge, spin up a thought leadership "counter-argument" to the challenge.
Each response should be helpful, informative and written in the thought leadership context. Be careful the content does not feel like sales pitches but more insightful, agnostic and actionable. Built-in with the contrarian view to peak curiosity.
This approach to defining your early content works so well because you will get content out quickly and provide sales with content they will want to use. It's, in addition, a fantastic way to align sales and marketing at the same time!
Doing this exercise can populate your first 3–6 months of messaging!
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