The curation of content is a valuable asset to marketers who wish to maximize the impact of social selling programs . The recent integration of Scoop.it with social selling solutions such as GaggleAMP, unleashes the power of content curation and social selling. But why is curation such a good tool for leveraging employee advocacy? All the answers below, as well as in our joint webinar with GaggleAMP .
First of all, let's remember that social selling essentially consists in using social media to create relationships, prospects and, eventually, sales. Here's how LinkedIn's Business Solutions team defines it:
Social selling is about leveraging your social network to find the right prospects, build trust, and ultimately achieve your sales goals.
The term has become more popular in recent years. Surprisingly, it is actually more used than the term "curation of content".
Social selling is basically an exercise in building trust.
The same goes for the curation of the content. And because they share the same goal, these are highly compatible strategies.
People who sell socially – entrepreneurs and sellers – are connectors. They are not necessarily content creators, and they are certainly not full-time content creators.
There is no way to track the demands of a sales position and write a blog every day, let alone an ebook every month, and turn it all into videos,
e-mails and images. You need some outside help. And, well, keep the content to the rescue. Third-party (or "third-party") content can fill in the gaps that salespeople (or their content marketing teams) do not have the time to create internally.
Vendors are selling solutions now, not products.
And, therefore, they need all the authority and all the expertise that they can muster. That's why the best salespeople are experts in their field.
uses third-party content to reinforce its authority: the more useful it is, the more exploitable it is, the more interactive it is
The way a smart seller conveys content of choice falls perfectly within the definition of a good content custodian.
Curators have never been people who are content to capture every piece of content on a subject. They are not automated aggregators. Good curators – successful ones – carefully select and organize the content they share. They add their own comment on the content and put it in context. As
Steven Rosenbaum writes in his book Curate This : "Curation is the art of creating something new, consistent and meaningful from an abundance of information and related ideas. Vendors can be ideal conservators because they would never transmit every content (as an aggregator would do). They carefully select the content that is suitable for each company, each potential customer, and who agrees where the buyer is in the sales funnel. They can do it with more sensitivity than an automated content feed, or even a marketing automation system. The best sellers go even further. They personalize each content that they transmit to their prospects. They write personal notes – perhaps highlight sections of the content. Maybe even rephrase what their prospect said the last time they spoke. This is a real consultative sale. One of the advantages of all this? This makes the seller's job safer in an increasingly automated world. The best treatment done through social selling is a way for sellers to demonstrate their value and uniqueness. They have an exceptionally effective – and humane – way
to create a climate of trust and to bring about a return of information . Both are at the heart of building a relationship … and a sale.
As a source of trusted information on a particular topic, the seller becomes the reference person in that niche.
LinkedIn search "92% of B2B buyers trade with recognized sales professionals as industry leaders". And
according to sales professionals trust closes as many transactions as the proof of return on investment.
study of the Council of the CMO that illustrates this reality. They found that the content created by the provider was trusted by only 9% of buyers. It is hardly a goodwill fragment compared to the degree of confidence generated by research reports and analysis of professional analysts and white papers.
your content marketing team has the bandwidth needed to manage content. But if they do not, excuse me, you may have to become your own content custodians. The good news is that once you have a central content library, you are much more likely to increase sales. Here's the proof:
Mary Meeker's annual report is an excellent example. It is considered a "compulsory reading" in many circles, but it also has about 100 pages. You could catch the eye of many of your prospects if you integrate Meeker's report into a five-minute video specifically tailored to their needs and interests.
Make sure you have easy-to-use curation software. Once people really start organizing, it's useful to have smart software so everything is organized and easy to evaluate: as Scoop.it & GaggleAMP proposes it in terms of integration.
Buyers are too busy to accept endless voicemails and emails that do nothing to help them. And yet, they are more hungry than ever for useful information. But they simply do not have the time to read all the industry publications, every blog, every webinar, every research study or even books to read absolutely. But if you are ready to do it, you can manage what you learn. for them, suddenly, you're no longer just a salesman. You are instantly an expert in the industry. A subject authority. Someone who can really help them. Position yourself like that and see if you do not receive more calls, emails and social network messages returned. And many more sales.