This article is for anyone NOT in marketing who wants to implement curated content into their social selling strategy, but you believe that in order for the proram to be successful, you need to get marketing on board with the idea (hint: you’re right!).
So sales reps, managers, and anyone else in the company, I’m talking to you.
I make up the marketing department here at UpContent, and our CEO recently asked me how I would want to be approached when someone wants to start using third-party content as part of their digital sales efforts.
To be honest, I was shocked at how quickly I went on the defensive, and I work at a content curation software company!
I already believe and see the value in third-party content, but I have been creating content professionally for more than nine years. I fully believe in the power of original content!
So if you’re unsure of how to approach your resident content pros, I’ve come up with a few tips on how to approach them best, including the word you should never use, leading with the right thing, and how to pitch content curation as a sales strategy, not a new marketing strategy.
Don’t Say The “C” Word
I debated which of the first two tips I should lead with, but I think you HAVE TO KNOW THIS before you can even request to meet about curation.
DO NOT USE THE WORD CONTENT. PERIOD.
If you use the word ‘content’, you will immediately put your marketing colleagues on defense, whether they want to admit it or not.
Your marketing team are the resident content experts. Content is their domain, and while they are used to editing, tweaking, etc., content is their territory - and rightfully so.
If you use the word ‘content’ when pitching the idea of sharing and commenting on someone else’s insights, they won’t see it as an additional value.
They will see it as a replacement for using the content they are already creating for you to share.
The “C” word is loaded, and it’s best to use different language to present this new idea to them.
Don’t Bury The Lead
This leads me to my next tip: don’t bury the lead.
And I realize the oxymoron in that this is the second tip I’m presenting, but the first is more of a warning if you think about it.
When you start sharing this new initiative, you must show how exciting it will be for the marketing department and how it will help them without requiring consistent time and effort from their team.
“I could really use your expertise on what topics and ideas we should be sharing our expertise on and developing some standards for our team to use.”
Respecting your marketing team as the brand and content experts that they are will go a long way in getting them on board for supporting your use of curated content.
Assure Them Curation Is Not (And Cannot) Replace Them
Content curation is not a replacement for original content.
There is never a replacement for your own content. That’s where you show off your knowledge, educate your audience, and allow prospects to get to know the real you (at least, that’s what you should be doing with your created content).
But in a marketer’s brain, adding in curated content will immediately feel like a replacement for the content they are sharing.
That’s a post, an email, or a web space that could be dedicated to original content, which is valuable!
When explaining why you want to use curated content, assure your marketing team that this is NOT a replacement but something you want to do in addition to sharing the content they are creating.
Many of our customers see increased sharing of the company’s original content when implementing curated content into the mix. Take Scott MacDougall from Canada Life, one of the largest insurance companies in Canada who saw a massive lift in not only the sharing of their team’s original content, but increased lead volume.
“Advisors don’t want to see a wall of branded stuff in the library. And when I go and look at who’s having success, the ones that are just sharing the branded stuff are not getting a lot of likes, and they’re not getting a lot of reshares. Whereas the advisors sharing the third-party content are,” Scott says.
Now, DO NOT tell your marketing team that your sales team doesn’t want their content.
If you can prove to marketing that their content will perform better AND the company as a whole will generate more leads by mixing in third-party articles, everyone wins.
Pitch Curation As A Sales Strategy, Not A Marketing Strategy
As you go into this conversation, positioning curation as a sales initiative with marketing’s advice on the content parameters is key.
You don’t want them to feel like you are trying to change their marketing strategy. Nobody likes being told by another department how to do their jobs.
Adding curation to your social selling strategy will help your sales reps showcase their thought leadership, and you are going to your marketing department to ask for their advice on defining the parameters you should be setting up to ensure the best insights are shared.
And, just to be clear, if this is indeed a sales strategy, be ready to allocate sales budget to the effort. Asking your marketing leaders to cover the costs is a great way to derail your efforts..
All it should “cost” marketing is a little bit of their time to offer their advice, which you would extremely appreciate, while still afforting them the controls and analytics to make adjustments, alongside sales leadership, that will consistently improve the program.
The goal of this pitch is to make marketing feel like you didn't add a lot, or anything, to their plate, but they still have control of the messaging that is going out, and it will amplify the work they are already doing.
Next Steps To Convincing Your Marketing Team To Use Curated Content
Once you have had the [successful] meeting with your marketing department, you have a couple more things you need to do.
#1: Ask them if they would like to jump on the final demo call or just want to be brought in when needed.
I know I would like to be on a call with someone from UpContent (or whatever content curation software works best for your company) to answer any questions I may have about how to get company content in front of staff to share, examples, etc.
#2: Send a follow-up email thanking them for their time, and re-explain why you need the marketing department’s expertise and some resources if they want to learn more.
You are a sales leader. You know the drill.
BUT if you would like help writing the perfect email to send to your marketing pro after this meeting, send me your email address, and I’ll send you the email template for free.
Or, if you’re still unsure how to best approach your content experts, schedule a call with one of our Content Curation Experts, and they will be happy to guide you through the best ways to communicate your curation ideas.
And remember, avoid the “C” word at all costs. Let me know how it goes, and how we can help along the way!
Check out some of our other related articles!
More Curated Content = More Leads
Don’t Think So Much About Your Thought Leadership-A Conversation with Hubspot’s Scott Brinker
