Content reuse is becoming an important priority for B2B sales and marketing communication.
Buyers will not tolerate a different conversation with salespeople than the one they have been having with the content being consumed on the supplier’s Website. Congruence in sales and marketing messaging is required.
For companies that intend to pursue a content marketing strategy and distinguish themselves from the rising tide of effluent content, it means creating quality, relevance and insight for the intended audience. Velocity Partners, in their excellent Slideshare presentation entitled “Crap“, insist that content must be intelligent, useful and entertaining to be worth consuming.