read this short POV

Why a Buyer's Situation Trumps Persona

Align Your Cadence with Your Prospect's Timing

Create Content Creation for Your Status Quo Prospect

Attract Prospects with 

​Smart Content Planning

The most important goal of your content is to convince your prospects to change their status quo -- only after this happens will they consider buying from  you. This philosophy is the foundation for Content Gurus’ content creation methodology. Many of your potential prospects refuse to act because they perceive their greatest danger lies in doing something new and unknown. We work with your team to create Status Quo Disruption content that shows prospects the greatest danger is in continuing on the current path, transferring the risk and making change the safer option.

​Most case studies are written as simple proof points for the end of the sales cycle. Our Customer Transition Stories inspire change by making your "status quo" prospects want to emulate your best customers. After selecting the best candidates, we interview your customers to get the most motivating stories.

We believe there's much room to improve the average click through rate of 3-4%. Our belief is that by aligning outbound efforts with the prospect's world, marketers would see an uptick in their response rates. The Content Gurus has developed a cadence planning process that identifies when a prospect may be more receptive to your message.

​First, we meet with your sales staff to identify business cycles for each vertical, key industry events / milestones, and what key messages and timing sales successfully uses to open the door with early stage and later stage prospects.

Next, we brainstorm with marketing to create a master road map of outbound marketing initiatives across all departments. Program overlaps of outbound activity are identified and resolved.

​Finally, we develop a long-term outbound cadence for both status quo and later stage prospects that aligns your outbound content marketing with the prospect’s timing to increase receptivity to your message.

Learn More About Our Methodology

The common wisdom is to prioritize and create content based on clearly-defined personas. But this approach neglects the real buying dynamic: what situations are your prospect facing and how does your content address these situations?

Our approach to content planning is to identify the key situations for early stage prospects. Content Gurus meets with your sales force to discover the actual situations they encounter in the field, and which of these situations yields the best opportunities. With these insights in hand, we then review your existing portfolio to determine which content maps to which buying situation(s). Through this process, you receive specific recommendations on which content to use, discard, modify and/or create. You have an action plan for developing content that aligns with your sales team’s needs.

+1.617-922-6528

​caroline@thecontentgurus.com