Connecting strategy and audience for better results

What Should You Include In Your Company’s Marketing Library?

A comprehensive marketing library is a great way to supply pertinent information at a moment’s notice to potential clients, and it can be key to your success. Read below for what we recommend including in your library. Aim to have each of the marketing pieces added to your repertoire, and you will quickly see how it will provide a more opportunistic approach to your marketing.

Case studies. These are a great way to communicate a marketing message in a succinct format. Want to be able to help your sales team with a tough close where the customer is questioning value? No problem! Offer them a few case studies that showcase real examples of success, and you will be a few steps ahead. In case you’re not sure where to start, think about an achievement your organization has had in the past three months. Then, document the process from beginning to end. Finally, make sure your case study is well written, easy-to-understand and clearly lays out how your organization obtained success. Add some branding, charts and shapes to help display data that’s meaningful to your audience – and, voila!

Video. This marketing resource has never been as easy as it is now. Gone are the days where you need sophisticated equipment and a production team. You can produce videos with minimal gear and a good editing software. Before you shoot, take time to prep properly. Prep starts with making a list of shots, interviews or other sound that will help you piece together your story. Editing software will ensure the videos are more polished and have good transitions.

For more information about producing a video, read our blog on video tips here.

Blogs. Speaking of blogs, use this format as an opportunity to educate and keep your audience up-to-date. Blogs can be as short as a few paragraphs or they may be longer sophisticated writing pieces. No matter the length, the content should provide value to the reader and engage the audience. Research the topic before you begin, and work to ensure your blogs are inspiring and useful. For maximum readership, keep your blogs on a consistent schedule.

E-books. You can thank technology for making this one easy. New software can help you publish an e-book very quickly and painlessly. A marketing department should have a few e-books in its library to provide as a reading tool for customers who want more information, to serve as a way to put complex information together in one source and to keep topics organized. E-books can consist of anything from an annual report, to information on a specific topic, or a flipbook portfolio.

Webinars. This format is a great way to get potential and existing customers engaged. Consider having at minimum one webinar per quarter. Not sure what your webinar should be about? Focus on the strengths of your organization and how your company helps solve problems. You can then elaborate on how you resolved an issue or successfully engaged with a specific target audience. Research software to record your webinar, and save it in your marketing library to share when needed.

Downloads. Whitepapers, cheat sheets, printable guides, infographics; these can all serve as downloads. These documents should be written, designed with your branding and be of interest to the reader. Making these documents full of life is key.

Surveys. Develop a repertoire of surveys so that they are available at your disposal. Surveys can help you gauge an existing customer’s likelihood of continuing their business relationship with your organization or what stage a prospective client might be in during their sales process. They are also a great way to collect information and make decisions regarding future communications.

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