Many companies believe they need to shield their knowledge from the outside world to stay competitive and will only exchange information with paying customers. But business – and the relationships that drive it – don’t work that way anymore.
Sixty percent of people are to seek out a product after reading about it. If you want to earn those sales, you have to tell your audience some secrets.
Your business has a wealth of internal knowledge that can be used to create content that will help humanize your brand and guide prospects through the buyer’s journey. To leverage this information for creative content, you need to effectively extract, store, and manage your knowledge.
Using a business knowledge bank can help streamline this process and give you access to company information. That will remove potential sales barriers and bring prospects to your side.
Leverage the enterprise knowledge store
The first step is to create a knowledge bank to house information on all aspects of your business, from your founding story to the most common customer complaints. This knowledge can – and should – inform your content marketing strategy and be an ever-evolving resource for your marketing and sales teams.
At Influence & Co., we use custom software to upload and organize our growing database of customer and internal knowledge. We collect this internal knowledge by regularly sending questions to key employees to receive their insights. Then entering their responses into France WhatsApp Number List our portal based on knowledge category – pain point, goal or topic.
No two knowledge banks are the same, and that’s fine. You just need an organized and durable system to house your data. It doesn’t have to be something to your CRM – you can use Google Drive, Dropbox, or other accessible collaborative external drives to assemble custom folders for each domain or thought leader. Because knowledge banks can be by your recruiting, PR, social media, and training teams, sometimes it makes more sense to separate your knowledge bank from your CRM.
Put the bank to work
Once you’ve created your knowledge bank, you have a library of resources that your marketing and sales teams can use. A knowledge bank can be strategically with a content or editorial calendar. You can populate the knowledge bank in anticipation of topics covered in the content calendar.
You should have a clear understanding of what your management considers insider knowledge. What is not available for public release. However, strive to limit the amount of knowledge for internal use only and label restricted information. So that public information is easily accessible.