Great buyer content is:
1
Clear
2
Concise
3
Compelling
Great buyer content is ready when needed and crafted for engagement and impact at the prospect. And on top of that, it feeds you detailed insights on exactly what your prospect did with it. It's made to ensure you always make the right next step.
"Great" is difficult though.
Who should be in charge of making content?
Ideally marketing makes whatever you need, on demand, and it looks fantastic. They're the content experts after all.
Too often though they don't have the resources to get the job done on time. The result is non-experts doing their best to create less than perfect content.
And on top of that, the PPT saved as PDF isn't smart. You don't know if they even looked at it, let alone which pages they lingered on, or which colleagues they forwarded it to.
The game's only just started, and you're already 4-0 behind...
Four big content challenges:
Personalization problems
Generic content from other sales cycles? Your prospect is likely to recognize it. Not making it 'all about them' makes it harder to build relationships and close deals.
Quality concerns
Sales aren't typically experts in design layout or copywriting. Sub-standard execution puts question marks on you and your company's ability to deliver.
Consistency challenges
Inconsistent messaging and branding across different pieces of content can confuse prospects and create more questions than answers.
Insight issues
PDFs don't give you user insights. You can't prioritize your time to prospects that really engage, and you can't zoom in on the details that will get the deal done.