The sales process has changed. The role of a salesperson – once the primary driver of revenue for an enterprise – is being largely replaced by content. As companies embrace digital transformation, it’s content that does the talking well before the salesperson picks up the phone, and continues long after they hang up. To put this in perspective, it’s estimated that salespeople spend just one-third of their work day talking to prospects, whereas content never stops talking and engaging with customers.
Content is social
While content won’t replace the human touch, SDL does expect the creation, translation and delivery of content to become as much of a priority to sales leaders as incentivizing and training sales teams. The reality is, increasing a customer’s likelihood to buy is quantifiably dependent on delivery of the right content, on the right channel – 78% of salespeople who sell using social channels hit their revenue goals versus 38% of non-social sellers.
Shifting the sales focus onto content, rather than selling, also increases an organization’s reach. Customer preferences have changed the way product information is now consumed. Data suggests that 81% of customers want someone other than a salesperson to educate them in the initial “awareness phase”, and our own research shows that more than half (53%) of global customers now consult manuals, FAQs, and technical content to learn more about a product before purchasing. By generating easily discoverable and informative content, a company can educate and positively engage with those potential customers.
Content also has the added benefit of breaking down language barriers. While your average salesperson might speak one or two languages well, a company’s content can be instantly and correctly translated into multiple languages. In fact, by translating content in to 21 core languages, a company’s content will instantly become accessible to 90% of the online audience.
Content maximizes impact
All content is data which can be analyzed to better understand the customer. From the information downloaded to the types of questions being asked, it is possible to track how far along a customer is on their path to purchase. Companies can also use this information to optimize messaging, understand which channels to use to maximize customer engagement, and deploy tactics to convert even more prospects into customers.
SDL can power your content
By using SDL’s content management technologies, organizations increase their impact by presenting customers with only relevant content that matters to them based on their online behavior. SDL’s technologies allow taxonomies and visitor locations to be used to automatically display the most relevant content based on visitor data, behavior and location. This reduces the cost for localizing the entire site, and improves the customer journey by enabling the customer to find the content they need quickly. Coupled with our premium multimedia and content transcreation services, companies can deliver even more impactful content that successfully drives customers through the digital experience and into higher sales.
It may sound like stuff of science fiction, but this new way of creating, managing and delivering content is already here. Self-organizing content, content that creates itself from nothing – combined with agile content delivery – makes this level of customer engagement a reality.
At SDL, we’re ready to transform your content into your organization’s most valuable sales asset. Read our Five Future States of Content report to learn more about how content is changing in 2018 and beyond, and the tools you need to future-proof your brand.