The talk of the town right now is the quits rate – the rate at which people in the workforce voluntarily leave their jobs. In September 2021, this number stood at 3%, or 4.4 million workers. People seem to be leaving their jobs in droves as they reconsider the values they place on their work, their employer, and the life they want to lead with their families. The labor situation will continue to be in flux for years to come, as analysts have begun calling this period the “Great Resignation.”
This illustrates the difficulty companies – and marketing and sales teams – will undergo to retain their brightest people. Despite the attempts at retention, however, some teams will become much leaner, requiring some creativity in how they produce and distribute B2B content. One way to do so is to use the latest technology to increase productivity and creativity, without adding more work.
How do they do it?
With fewer folks on marketing and sales teams, it’s time to get creative. Not only is there greater investment in content marketing, but there are also higher expectations for what that content actually looks like. This is an important point because these trends seem inherently in conflict.
We may be in the golden age of advertising. Brands are investing in influencers, geo-fenced displays, and advanced personalization tools to bring the most engaging content to prospects everywhere. The purpose of this sophistication is to deepen customer experiences.
But how do you create killer content with fewer talented people? In the past, to create a highly engaging, interactive piece of content, you needed (at the very least) a writer, designer, and developer. Fortunately, thanks to evolving technologies, the latter can be freed to spend their time on more strategic tasks.
The rise of no-code technology, for example, allows even the leanest marketing and sales teams to build interactive digital experiences complete with multimedia like audio, video, imagery, and more.
How can they keep up with the demand?
Marketing and sales teams have too much to do as it is. To create the kind of content in demand, they need particular skills from writers, designers, and developers in the equation. However, newer technologies allow teams to remove developers while still achieving the high-quality content their buyers expect.
Yet the quits rate can come into play here. For instance, a marketing leader might want to outsource some or all of the work required for her content strategy and the tight timelines involved. Of course, outsourcing only adds complexity to her plate, so this may not be the best route to follow.
Other teams aren’t able to get outsourced labor. They could use other departments’ resources, but this only limits the work they can do; the net result is the same.
Either route requires too many people and too many transaction costs.
How do you get the interactive, digital experiences you need – but in a cost-effective way?
Modern technology can allow modern leaders to accomplish two goals at once: 1) Produce high-quality, engaging, interactive content and 2) do it on a more efficient production scale. This content has to be dynamic, insightful, and agile. That’s tough to do with only a limited team. Why?
Dynamic content provides interactivity and multimedia that stands out from the crowd – especially when there are high stakes on the line, like for investor presentations or sales brochures for luxury apartment developments.
Insightful content gives sales leaders the ability to see how audiences engage with their content, from analytics on open rates and clicks all the way to completion events. Many traditional tools leave out that last part, giving you only open rates – but open rates don’t tell you how far prospects went through the material or why.
Agile content provides the designers and writers with the tools – like Figma and Adobe XD – required to develop and assemble the content so you can build, assemble, and ship from one place.
As mentioned above, no-code solutions allow teams to cut out the middleman of the developer and produce work at a faster pace. This is the future of marketing and selling in 2022.
Darrell Swain is CEO at Tiled, a no-code interactive content platform built to help enterprise teams assemble and distribute immersive, engaging content.
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