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Sales Enablement: How to Create Content to Support Your Sales Team – ReadWrite

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2 years ago

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Sales Enablement: How to Create Content to Support Your Sales Team - ReadWrite


According to Spotio dot com blog, in 2019, Google searches for “sales enablement” increased by over 51%, a telltale of an ongoing discussion on the collaboration between humans and automation tools in making sales.

Sales enablement exists at the intersection of marketing and sales, fostering collaboration between humans and automation tools in the digital world. Sales enablement provides easy access to relevant content when needed.

These content and tools allow the sales team to expedite sales activities and close deals much more smoothly.

As for the content, which is the bedrock of marketing in the B2B industry — matching content to the buyer’s journey and personality is key.

If sales enablement sits right under your duties, this piece offers you a step-by-step guide in creating content to support your sales team.

What are the benefits of sales enablement?

Let’s not look at it from a proof of concept angle but a proof of value. The proof of value is exactly what sales enablement helps you achieve.

From my experience — the following of the reasons to use sales enablement.

Win more sales than your competitors

The CSO Insights 4th Annual Study found that companies with sales enablement content and technology in place won 15% more sales than the companies without a sales enablement process in place.

If yours is an organization with ambitious goals, then you already understand that a 15% sales win over your competition is a huge competitive advantage.

Use the following strategy to have a sales-enabled process for your sales team.

Sales ready team

In the B2B environment, sales don’t occur by a single click after an idle Google search for an item.

B2B buyers are ardent researchers who take their time studying the product, the offer, the alternatives, among other things, before making a purchase.

FocusVision found in a recent study that an average B2B buyer consumes at least 13 pieces of content. That’s alongside many interactions they will be having with your sales representatives.

With sales enablement at the core of your sales strategy, you arm your reps against any possibilities, questions, and actions.

Product details, messaging, onboarding: whatever your prospects’ demands are, a sales enablement strategy helps your sales conduct transactions at the speed of light.

Data capturing

As technology helps smoothen the relationship between your customers and sales reps, it also serves to acquire key insights into customers’ behavior.

Data capturing helps guide your next moves and prepares your sales team for quick customer onboarding all the more.

As you’ll learn when we move further, some tools are designed to help you keep tabs on how your customers behave.

Steps to create content to support your sales team

Some benefits of sales enablement have been listed, but we cannot glorify it enough since the benefit of this post is not to sell you on sales enablement but to show you that there are steps to creating the kind of content your sales reps need to thrive.

Read on for seven steps to create content to support your sales team.

Cross-pollination of ideas between content marketing and sales teams

No doubt, when it comes to buyers’ journeys, content marketers come with a lot of ideas on what to target towards each customer in different stages of their buyer’s journey.

However, most sales journeys aren’t as straightforward as we often think. If we are to follow the classical wisdom of content marketing: we’ll get TOFU, MOFU, and BOFU content ready.

Alas, these are pieces of content created based on keyword data, the result of which doesn’t always match with what’s obtainable in the sales field.

But with insights from the sales team who have had experience talking to customers for some time, real-life pain points, preferences, and personas can be identified, and content addressing those can be created.

Even as some or most of your content will be useful, cross-pollination of ideas between your content marketing and sales team can unlock untold sales riches.

Collect customer’s interaction studies using Tech

From what questions a group of customers asks to which form of content they enjoy in each buying stage, the use of technologies can help you uncover many customers’ behavior.

Although it primarily exists to make interaction easier and faster, the adoption of technology can also be beneficial in building an accurate and robust database about customers.

Tools like Zendesk and HelpCrunch can be quite useful at gathering pieces of information like this as they have built-in functions to track and store customer interactions.

Aside from the proper profiling of customers that you can get when you interact with your sales reps, bringing out this data can be of assistance for you in creating made-to-order content that will shore up your sales enablement game.

Listen to sales calls.

It doesn’t all end with high-end technologies; there is still an enormous difference between when two people interact over the phone and when they engage over the Internet.

As you already know, communication is more than just words. When you listen to a verbal conversation between two humans, you can pinpoint in their voices hesitation, frustration, happiness, enthusiasm, among other things.

Knowing these things can be useful in building great positioning and adding a more humane angle to your content.

Empower your sales to be content creators

Understandably, people are talented in different areas, content creators may not do the work of sales reps, and sales reps may not do well in creating content.

But it’s within the capability of almost everyone to create fairly clear content.

Part of what you can do to help your content team create great content that sales reps need is to train reps to be able to put down a basic content outline.

By doing this, your marketing team can take this basic content and develop it into what good content should be.

Be big on repurposing.

If you worked on the steps above, by now, you’d have a lot of helpful and relevant content for your diverse customers.

One thing about customers is, whether they are reaching out on social media or through a live chat on your website, they always crave the same thing: rapid, relevant response.

But as much as you now have reliably relevant content for sets of your customers, they can also be confined to a particular type of content given the type of platform they are interacting on.

A blog post can be repurposed to a LinkedIn post, a LinkedIn post can be turned into a Twitter thread, and whitepapers can be repurposed to a Youtube on Facebook video.

What’s indeed important is that repurposing will make your content useful across diverse platforms.

Focus on SEO

While your sales team is in charge of continuous discussion with your customers, do not forget that many of them tend to try and make an independent search on search engines.

This is where the opportunity to establish yourself as an absolute authority in your industry comes from.

Think of Content Marketing Institute and how they rank for anything relating to content marketing. Think of Hubspot and its ability to rank for keywords such as CRM, Sales, etc.

That your sales team is busy with customers doesn’t mean they can curb customer’s insatiable appetite for independent research. According to Google, 51% of shoppers say they use Google to research a purchase they plan to make.

If your company wasn’t blogging before now, then it’s time you started.

While this is not necessarily an easy thing to do, the entire SEO effort it takes to rank on Google these days can be summarized into three steps. Let me show you all those three.

Build a healthy website

Google gets 95% of their entire global search, and it’s hellbent on building a mature web culture.

If you want to succeed at ranking on Google, the first and the most important step you’ll take is to create a great website for your business.

Ideally, this would be a website that’s fast, mobile-friendly, and user-friendly.

Find long-tail keywords

This refers to keywords with lower search volumes and lower entry barriers.

For example, top bloggers who have been online for years dominate the search ranking for short-tail keywords like “how to start a blog.” Many timely updates have solidified that position to their content, lots of backlinks, and overall domain authority.

For newbies like myself, that’s a no-go area, but finding long-tail keywords like “start a sports blog” gives me a fighting chance. And that’s where you should start from.

In fact, a post I wrote on starting a sports blog made it to the first page of SERPs in less than a month. And that’s because of its lesser competition.

Find short-tail keywords that represent your content core and create outstanding content around them.

Build links

Backlinks are the most important off-site trust signal for Google. They are considered a vote of confidence from other sites, and the more links a page has, the more traffic it typically receives, all things being equal. This is not changing anytime soon.

Diversify your content forms

You already know that as audiences differ in their buying stage, so do they in their content preferences.

When one customer is looking for a how-to guide regarding a white paper or blog post, another one needs a short video that quickly explains or demonstrates how concepts work.

We can go on citing findings to establish the virtue of each form of content, like the preference of some for video content or some for white papers, which would not matter here.

Common sense shows that some consumers are never the same, so white papers, blog posts, video content, PDFs, Twitter threads, podcast sessions, any of these could have been salient to any customer.

The bottom line is that you should diversify as much as your budget allows.

Conclusion

With search for sales enablement surging on Google, some people must have learned the benefits and decided to go after it.

In the modern world, it isn’t just the best that wins, the quickest, too. The longer you have to keep your customers waiting to figure something out, the higher your chances of losing them to your competitor.

That’s the gap sales enablement has come to fill, but it isn’t the high-end tools that are more important but the content you serve through it.

Therefore, half of what’s unique about this is the ability to bring your sales and marketing team together for collaboration on what’s best served to customers.

Image Credit: julia volk; pexels; thank you!

Ali Faagba

Ali Faagba is a SaaS copywriter and content marketer. He has been featured in Entrepreneur Magazine, Search Engine Watch, Business2Community, and a host of other leading publications on various topics. He blogs at contentmarketingprofit.com.

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The Benefits of Standing Desks for Office Workers

Published

18 hours ago

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03/25/2023

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The Benefits of Standing Desks for Office Workers


Standing desks have become increasingly popular in recent years, and for good reason.

In this article, I’ll discuss the benefits of standing desks for office workers.

The Dangers of Prolonged Sitting

Sitting for extended periods can be harmful to your health.

Prolonged sitting has been linked to various health problems, including obesity, cardiovascular disease, and type 2 diabetes.

It can also increase the risk of certain types of cancer, such as colon and endometrial cancer.

The Benefits of Standing Desks

Standing desks offer a range of benefits that can improve the health of office workers.

This is not to say that you have to stand the entire day — but forcing oneself to stand several times during the workday will significantly improve your health.

Improved posture

One of the most significant benefits of standing desks is that they can improve posture. Sitting for long periods can lead to slouching, which can cause neck and back pain.

By standing at a desk, you can maintain a more upright posture, which can reduce the risk of neck and back pain.

Tips for a Good Posture

  • Stand with your feet hip-width apart.
  • Ensure your feet are flat on the floor and your shoulders are relaxed.
  • Keep your head straight, eyes looking forward, and chin parallel to the floor.
  • Keep your arms loosely at your sides, with your elbows bent at 90 degrees.
  • Take regular breaks to move around, stretch, and relax your back, neck, and shoulders.

Increased energy levels

Standing desks can also increase energy levels, helping you to stay alert and focused throughout the day.

It’s because standing desks can improve blood circulation, which helps to deliver more oxygen and nutrients to the brain.

Improves Mood

Standing desks can also improve mood, helping to reduce stress and increase feelings of well-being.

Having a good mood in the office can have a significant impact on the productivity and overall morale of the workplace.

A good mood has been linked to improved performance, higher levels of engagement, and even better physical health for office workers.

Increased Focus and Productivity

Standing desks have also been shown to increase focus and productivity. When we sit for long periods, our bodies tend to become sluggish, and our minds start to wander.

It can lead to a decrease in focus and productivity.

In contrast, standing desks keep us alert and focused, as they require us to maintain an upright position for a while — and maintain a constant state of movement.

Here are some tips to maximize your productivity while at a standing desk:

  • Listen to Music.
  • Take Breaks.
  • Use a Footrest.
  • Keep it Clean.

Reduced Risk of Health Problems

Another benefit of standing desks is the reduced risk of health problems. Sitting for long periods has been linked to a range of health problems, including obesity, heart disease, and diabetes.

By using a standing desk, office workers can reduce their risk of these problems and maintain a healthy weight.

Additionally, standing desks have been shown to reduce the risk of certain types of cancer, including colon cancer and breast cancer.

Promotes Weight Loss

Weight loss is a benefit (from bestdesksgeek dot com) of standing desks that often goes unnoticed. Standing desks offer a great way to burn extra calories while working.

Studies suggest that standing at a desk can burn up to 50-110 extra calories per hour compared to sitting. This can add up over time and contribute to weight loss.

Better Sleep

Finally, standing desks can also help improve the quality of sleep. Sitting for long periods has been linked to poor sleep quality, as it can cause discomfort and stress.

On the other hand, standing desks promote good posture and reduce stress, which can lead to better sleep quality.

Additionally, standing desks have been shown to reduce the risk of sleep disorders, such as sleep apnea.

Cost-Benefit Analysis of Implementing Standing Desks in the Workplace

While the benefits of standing desks are numerous, they do come with a cost.

Below is a cost-benefit analysis of standing desks:

Cost of Implementation

While the benefits of standing desks are numerous, they do come with a cost.

The cost of implementation can vary depending on the type of standing desk you choose and the number of employees you need to accommodate.

It’s important to consider the cost of the desks themselves, as well as the cost of any necessary modifications to the work environment, such as electrical and plumbing upgrades.

Return on Investment (ROI)

Despite the upfront cost of implementing standing desks in the workplace, the return on investment can be substantial. Improved employee health, increased productivity, and reduced absenteeism can all lead to improved bottom-line performance.

How Incorrect Posture Can Lead To Health Issues While Using a Standing Desk?

If you work at a standing desk, it’s important to be aware of the potential health risks associated with incorrect posture.

Poor posture can lead to several health issues, including musculoskeletal problems, headaches, and fatigue.

One of the most common problems associated with incorrect posture is a pain in the neck, shoulders, and back.

This is often caused by slouching or hunching over, which puts unnecessary strain on the spine. Poor posture can also lead to tension headaches and migraines.

Fatigue is another common problem caused by incorrect posture. When you stand for long periods, it’s important to maintain good posture to avoid fatiguing your muscles.

If you slouch or hunch over, you’ll likely start to feel tired more quickly.

Incorrect posture can also cause problems with circulation. When you stand, your blood flow should be directed downwards towards your feet.

However, if you slouch or hunch over, your blood flow can be restricted, leading to dizziness, lightheadedness, and even fainting.

FAQs

Are standing desks more comfortable than traditional seated desks?

Yes, standing desks are more comfortable than traditional seated desks. Standing desks offer several comfort benefits, including reduced risk of pressure injuries and improved focus and motivation.

How often should I use my standing desk?

It’s also important to use your standing desk regularly to get the most benefit from it.

Is a mat necessary when using a standing desk?

No, a mat is not hundred percent necessary, but for standing for long periods — it provides a non-slip surface for added safety.

Conclusion

Standing desks offer a range of benefits for office workers, including improved posture, increased focus and productivity, reduced risk of health problems, increased energy levels, and better sleep quality.

With so many benefits, it is no wonder that standing desks are becoming a popular choice for office workers around the world.

In this article, I’ve discussed the benefits of standing desks for office workers.

What benefits have you seen from your standing desk? Let us know!

Featured Image Credit: Provided by the Author; Unsplash; Thank you!

William Lowery

William is a furniture enthusiast who loves nothing more than spending his free time combing through antique stores and online auction sites in search of the perfect piece.
He is the lead author at Desks Geek, he helps others by writing “how-to guides” and “best recommendations” about desks.

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What is a Divorce from Bed and Board?

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1 day ago

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03/25/2023

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What is a divorce from bed and board?


If you are considering filing for a divorce from bed and board, it is important to understand what it entails. Commonly known as a “legal separation,” this type of dissolution of a marriage involves much more than just the two parties not living together anymore; instead, it may include property division and child custody rights, among other things.

In some cases, obtaining a bed and board divorce can even be difficult to obtain in certain states due to the laws related to separations. Regardless of your motive behind wanting or needing one, knowing all that goes into such an arrangement can help you make informed decisions regarding your future.

Overview of divorce from bed and board

A divorce from bed and board is a type of divorce that involves two parties legally separating but never actually getting divorced. It’s not uncommon for couples who want to pursue divorce proceedings to first consider this option, as it allows them to maintain the legal benefits of being married without having to endure the heartache and stress associated with an actual divorce.

What are the benefits of divorce from bed and board?

The main benefit of divorce from bed and board is that it allows couples to divide assets, establish custody rights, and make arrangements pertaining to support payments in a way that’s agreeable to both parties. This means they can move on with their lives while still enjoying many of the benefits of marriage, including being able to file jointly for taxes and having access to health insurance.

Are there downsides to divorce from bed and board?

Though divorce, from bed and board, may seem like the perfect solution for some couples, it is important to understand that it can be difficult or even impossible to obtain in certain states due to the legal definition of divorce. Additionally, some couples may find themselves stuck in a limbo-like situation if they remain legally married but live separately.

Couples should also be aware that divorce from bed and board does not dissolve a marriage — meaning the two parties are still technically married and can’t remarry without getting an actual divorce.

Filing for divorce from bed and board is a serious decision that should not be taken lightly. It’s important to consult a lawyer experienced in family law before deciding if this option is right for you. With the right guidance, you can decide what’s best for your situation and move forward with confidence.

What is a divorce from bed and board?

What are the grounds for a divorce from bed and board?

In order to file for divorce from bed and board, you must have a valid reason, such as:

  1. Adultery – Adultery is one of the most valid grounds for divorce from bed and board. It is voluntary sexual intercourse between two married people, one of whom is not the other’s legal spouse. But in many states — the judges don’t care either way.
  2. Abandonment – Abandonment involves one spouse leaving the marital home without any intention to return or provide support for at least one year.
  3. Cruelty – Cruelty can be defined as any physical or mental abuse suffered by either spouse.
  4. Separation – Separation occurs when spouses have lived apart for at least a year due to disagreements or other factors.
  5. Habitual Intemperance – Habitual intemperance is the excessive use of drugs or alcohol by one spouse.
  6. Excessive Spending – This involves one spouse spending money in a way that is detrimental to the other spouse’s financial interests.

Understanding divorce from bed and board can help you make an informed decision when considering your legal options. Before making any decisions, it’s important to consult a lawyer to ensure this is the right choice for you. With the right guidance, you can move forward with confidence.

What are the consequences of a divorce from bed and board?

The consequences of divorce from bed and board depend on the agreement reached between the two parties. Additionally, they may have difficulty remarrying in the future without obtaining an actual divorce.

Overall, this type of divorce can be a viable option for couples who are looking to divorce but wish to maintain some of the benefits of marriage. It is important to understand all of the legal implications before making any decisions, so it’s always best to consult an experienced family law attorney. With the right guidance, you can make informed decisions that are in your best interests.

How can a divorce attorney help you with this?

A divorce attorney can provide invaluable assistance, especially in cases where you’re going through a divorce from bed and board (garrettandwalker dot com, same title). They will advise you on the best course of action and ensure that all legal requirements are met. They will also work with you to create a divorce agreement and represent your interests in court if needed.

With the right guidance, you can make informed decisions that are in your best interests. If this is the right option for you, a divorce lawyer can help you to understand all the legal aspects. With a divorce attorney by your side, you can move forward with confidence.

Conclusion

Divorce from bed and board is a viable option for couples who wish to divorce but remain married. It can provide some of the benefits of marriage without many disadvantages. Before making any decisions, it’s important to understand all of the legal implications and consult an experienced lawyer. With the right legal guidance, you can make informed decisions that are in your best interests.

Inner Image Credit: Photos by cottonbro studio; Thank you!

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Lucas Vitale

Lucas is the Co-Founder & CEO at SEO Assistance. With a decade of experience in SEO, he has used his skillset to help grow thousands of businesses around the world.

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The Top 7 AI Podcasts You Need To Hear Now

Published

2 days ago

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03/24/2023

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The Top 7 AI Podcasts You Need To Hear Now


With artificial intelligence now being used to write everything from college homework to Congressional speeches, it’s more important than ever to stay on top of the latest advances in machine learning, natural language processing, and all things AI. 

We’ve brought together a list of seven of the top podcasts that track and explain the newest developments. They look behind the scenes at the technology behind the platforms, and they discuss how artificial intelligence is already upending business, marketing, data analysis, and more.

The TWIML AI Podcast 

The TWIML AI Podcast used to be known as This Week in Machine Learning & Artificial Intelligence. The new name is shorter and snappier, but the content is just as deep and complex. Hosted by Sam Charrington, the podcast has produced more than 630 weekly episodes featuring interviews with a host of guests — usually technicians and scientists—working in the field of AI. The subjects of the discussions are often fairly complex. If you want to understand the human thinking behind artificial thinking, the show is essential listening.

 The Bad AI Show 

If interviews with Stanford professors aren’t your thing, try the Bad AI Show. Hosted by Joel Comm and Travis Wright of the Bad Crypto Podcast. The pair take a fun, laidback approach to new technology, explaining clearly — and wittily — the latest developments in artificial intelligence and its practical effects. Think of the TWIML AI podcast as a Stanford lecture and the Bad AI Show as the lounge next door. It’s a fun, relaxed chat with smart people about AI topics that get everyone thinking. The show is released as both an audio and video version.

The AI Podcast

One of the biggest challenges that a discussion of AI generates is how the new technology will be applied in the real world. Noah Kravitz’s The AI Podcast has already generated almost 200 answers. Each episode features an interview with experts using artificial intelligence to further their work. They’ve included a wildlife biologist tracking endangered rhinos, an astrophysicist analyzing starlight, and language learners grappling with Arabic pronunciation and even the delivery of sports highlights. 

Data Skeptic

As you listen to those interviews with people applying AI to such a broad range of fields, it’s worth asking about the effectiveness of AI in solving those problems and whether they couldn’t be solved in an easier way. Claims for the benefits of artificial intelligence will grow, so make sure you’re also listening to Kyle Polich’s Data Skeptic. The podcast has already produced more than 470 episodes with interviews that take down the hype and take a realistic view of what AI can and can’t do.

 

The AI in Business Podcast 

One area where both the hype and the expectation will be highest is in business applications of artificial intelligence. Each week, on the AI in Business Podcast, Daniel Faggella, the CEO of Emerj Artificial Intelligence Research, interviews AI executives from leading firms and startups to explore how business is adapting AI and exploring the opportunities the new technology offers.

 

 

The Marketing AI Show

Business is a broad topic. The Marketing AI Show tries to narrow things down with a focus specifically on the way marketers are using artificial intelligence to improve sales. The podcast is created by the Marketing AI Institute and the Marketing AI Conference (MAICON), and it’s essential listening for anyone wondering how the new technology can help their business identify leads and improve conversions.

 

 

Eye on AI

Finally, Eye on A.I. takes a broader, more journalistic approach to the developments of artificial intelligence. Out every two weeks and hosted by New York Times correspondent Craig S. Smith, each episode features an interview with a leader pushing AI into new ground. Episodes have discussed AI in supply chain optimization and finance but they’ve also delved behind the scenes to look at issues surrounding privacy and the future of AI itself.

 

Featured Image Credit: Photo by Jean Balzan; Pexels; Thank you!

Brad Anderson

Editor In Chief at ReadWrite

Brad is the editor overseeing contributed content at ReadWrite.com. He previously worked as an editor at PayPal and Crunchbase. You can reach him at brad at readwrite.com.

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