Last year, I interviewed IBM’s Andrea Ames, whose job title alone makes me tired: enterprise content experience strategist, architect, and designer. In this article, I share some steal-worthy ideas from that interview – ideas that can help you, as a marketer, scale your content processes and provide your customers with more remarkable experiences.
Create content that builds customer relationships (Content is the new salesperson)
Today more than ever, we build customer relationships not face to face but through content. Andrea points out that in 2011 technology buyers’ engaging with content encompassed 56% of the sales cycle and 21% talking with salespeople. “When you realize that content has a bigger relationship-building potential than talking to a person, that’s huge. Your content is your sales opportunity,” she says…
