Skip to content

THE SEISMIC SPRING 2022 RELEASE IS HERE. Learn More

CHOOSE YOUR LANGUAGE

  • English
    • Enablement Cloud

      Meet the unified solution that’s igniting revenue growth for customer-facing teams.

      Learn More
    • PRODUCTS

      • Sales Content Management
      • Learning & Coaching
      • Buyer Engagement
      • Content Automation
      • Strategy & Planning
      • Enablement Intelligence
    • PLATFORM

      • Platform Overview
      • Integrations
    • What is Sales Enablement?

      New to sales enablement? No problem. Learn what it is and why it matters here.

      Learn More
    • USE CASES

      • Sales Enablement Teams
      • Sales Teams
      • Marketing Teams
    • INDUSTRIES

      • All Industries
      • Asset Management
      • Banking
      • Healthcare & Life Sciences
      • Technology
    • Read Their Stories

      Read how global customers from all different industries thrive with Seismic.

      Read Their Stories
    • CUSTOMER STORIES

      • Genesys
      • Deluxe
    • FOR OUR CUSTOMERS

      • Seismic University
      • Seismic Community
    • About Us

      Discover who we are, what we value, and how we work at Seismic.

      Learn More
    • ABOUT SEISMIC

      • Careers
      • Leadership
      • Diversity & Inclusion
      • Partners
      • Aftershock Store
      • Contact Us
    • NEWS

      • Newsroom
      • Analyst & 3rd Party Reports
      • Shift 2022
    • Sales Acceleration

      Explore best practices for onboarding, ramping, and upskilling your sellers.

      Learn More
    • WHAT'S NEW

      • Blog
      • Events & Webinars
    • COLLECTION HUBS

      • Resources Center
      • Enablement Explainers
      • AI-Guided Selling
      • Social Selling
      • Financial Services
      • Buyer Engagement
  • Get a Demo
Return to the Blog
Marketing

3 ways to prepare your organization for content automation

Content automation is all about leveraging personalization to speak directly to buyers.

Seismic
Seismic
September 18, 2018
sales excellence

A nightmare scenario for a seller goes something like this: they are engaged with a buyer who has a specific set of pain points and needs, the buyer then requests more information that will prove that the seller’s organizations is uniquely capable of solving their needs, however, when the seller goes to look for content that meets the buyers need they get lost in an endless maze of content that doesn’t accurately reflect the situation at hand. The only way to wake up from this nightmare? Content automation.

But, getting from a current state of generic content stored in disparate locations to a state of content automation that happens in little time, is sort of like going from crawling to running a marathon.

To get to a stage where your organization is leveraging the full power of content automation requires building a solid foundation.

Here are some of the steps that are necessary for building a solid content strategy that can leverage content automation:

Perform a content audit

To get started, you need to have an idea of the current state of your content. Getting a handle on where content currently lives, how much content there is, and the types of content will give you a clear view of your current state and the next steps that are necessary.

Understand your buyers

Whether you have a fully developed and robust set of buyer personas or you’ve never undertaken a formal project to map out personas, this is a crucial step. Content automation is all about leveraging personalization to speak directly to buyers, and if you don’t know who they are then the content will never resonate.

Open the lines of communication between sales & marketing

Marketing can content literally all day long, but it’s not going to make a difference if they don’t know what sellers need. Similarly, sellers can be frustrated that the content being created isn’t effective, but they need to communicate with marketing about their needs. When Sales and Marketing can effectively communicate with each other, the end result is better content.

All of those steps are incredibly important to complete before your organization is ready for content automation. Once you unlock the true power of content automation you will be thankful for having prepared so thoroughly.

  • buyer engagement
  • content automation
  • content management
  • content personalization

Related articles

Illustration of woman holding a tablet

The 10 essential elements of a content marketing strategy

Everything you need to create (or reboot) your content marketing strategy.
Read More: The 10 essential elements of a content marketing strategy

What is marketing enablement?

Learn how marketing enablement drives alignment across GTM teams.
Read More: What is marketing enablement?
Illustration of a buyer interface on a mobile device.

Building trust through storytelling

The buyer is always the hero.
Read More: Building trust through storytelling

If you made it this far, we must be striking a chord.

Get a Demo
Seismic
  • Product
  • Seismic Enablement Cloud™
  • Sales Content Management
  • Learning & Coaching
  • Buyer Engagement
  • Content Automation
  • Strategy & Planning
  • Enablement Intelligence
  • Solutions
  • Sales Enablement Teams
  • Sales Teams
  • Marketing Teams
  • Resources
  • Blog
  • Resources Center
  • Trending Topics
  • What is Sales Enablement?
  • What is AI-Guided Selling?
  • What is Social Selling?
  • Integrations
  • All Integrations
  • Google
  • Microsoft
  • Salesforce
  • COMPANY
  • Contact Us
  • Careers
ISO 27001 Certified by Schellman
  • © 2022 Seismic
  • Terms of Use
  • Privacy Policy
  • Follow us on Linkedin
  • Follow us on Instagram
  • Follow us on Twitter
  • Follow us on YouTube
  • Follow us on Facebook