In the first place 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.

Your business has a wealth of internal knowledge that can be used to create content that will help humanize your brand and guide prospects Georgia WhatsApp Number List 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

In the first place 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.


To deposit all the valuable knowledge your business holds, here are some key areas every knowledge bank should include:

  • Inside knowledge: This includes key events in your business timeline, day-to-day operations, and offerings. It also covers inside information on product development, successful events to boost morale, your competitive advantage, and all aspects of your company culture.
  • Industry Knowledge: Industry trends and news fall under this category. Your CEO may have insight into how your market is changing or how mobile technology is impacting your field. For example, I recently wrote about Taboola’s $117 million funding round and what it meant for the content marketing industry. Sharing rich industry analysis will help your business become a useful and authoritative resource.
  • Data and opinions: these are complementary types of knowledge.
  • Your business can collect thousands of insightful data points, but they won’t mean much without context. Any opinion piece you post should be data-driven and present or expand on your ideas. For example, our publishing team surveyed 153 publishers of publications and we use the results to support our publishing advice.

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To make your knowledge bank worthwhile


it needs to be and available to every employee who can put the information to use. How you store and access information will largely depend on your business culture and needs.

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 our portal based on knowledge category – pain point, goal or topic.

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