Consider incorporating a self-assessment of your brand, business unit or product into your annual planning. Determine what would be most beneficial to know about yourselves, your position in the market and how you are viewed by you customers and prospect audience and make it part of your annual planning routine.
Consider developing an action plan to prioritize needs, map your new assets to your buyer's journey based on their viewpoint, not your own.
Consider versioning your content assets to specific roles and responsibilities of your prospective buyers and then make sure your content is available.
In addition to your resetting your approach, consider what content may be missing and the most efficient and effective way to develop it.
Consider working with a third-party resource in surveying your customer-base and target audience to understand what is causing your low credibility score with these groups. Based on your findings, develop content that works to correct the perception and firmly re-establish and communicate your position.
Consider exploring what is contributing to your high credibility score among your target audience and leverage that information in your Demand Gen content creation.
Consider doing a SWOT analysis to help you understand why your competitors perceive you the way they do. Use your findings to develop a position that strengthens your core position and credibility in the market.
Consider exploring what is contributing to your high credibility score among your competitors and leverage that information in your Demand Gen content creation.
Consider developing ideal buyer profiles (IBP) of the different stakeholders who have a role in purchasing your offering and version your content to appeal to their roles and responsibilities
Consider personalization in more areas of your Demand Gen content and creating personalized experiences through the use of interactive content
Consider broadening your content library to include non-branded, buyer-centric content that relates to the needs of your buyer and demonstrates your understanding of their roles and challenges. Then align your content assets with the buyer’s journey and the organization’s sales funnel.
Consider growing your content library to include needs-based information to demonstrate you understand your buyer’s challenges and needs. Relate to them in a way that makes your offering feel familiar and builds trust.
Consider creating a balance between buyer-centric information and product-centric content. Having both will inform the buyer as their needs change throughout their process that leads them to a decision.
Consider working with an outside resource, schedule and help facilitate the meetings to get everyone on the same page and actively participating in the development of your Demand Gen content.
Consider collaborating with key stakeholders from Marketing, Sales and Account teams to discuss the benefits of having a feedback loop for Demand Gen content. This will lead to the development of more relevant, personalized and tailored assets.
Consider making a quarterly review of your content a priority to ensure you are putting your best foot forward in creating, and identifying, demand for your offering.