Content Strategy in the Age of RevOps


Revenue operations is not a diet; it’s a lifestyle change. The framework impacts everything about the way a business operates, albeit to varying degrees. Most of the time, when we discuss RevOps, we’re talking about the ways it affects your GTM and operations teams. 

 
But not today. 
 
Today, we’re digging in a slightly different direction, to shed some light on what RevOps means for your content—both internally and externally. After all, content is king. 
 
First things first: a refresher for those in the back. RevOps is, essentially, the merging of your marketing, sales, and customer success operations to form a core strategic, revenue-generating team to support your GTM teams. The ripple effects, however, go much further; in addition to facilitating company-wide alignment, RevOps improves the way everyone works, making it easier to prioritize what’s always been most important: your customers. 
 
So, where does content strategy fall in all this? 
 
One product of the inter-departmental alignment fostered by RevOps is the ability for marketers to tap into data that may not have been previously available to them—at least, not without some serious prodding. Knowing things like which accounts are in active sales cycles, and the current state of those relationships, is a valuable asset to your marketers. It draws the concept of alignment out of the internal shadows, and gives it life in open spaces; for example, social media. 
 
Creating targeted content is tricky enough without the added dilemma of trying to guess how sales is interacting with the same people you’re trying to reach. Open lines of communication are beneficial to both teams, and will allow you to show your prospective customers that you’re listening to them all the way through their buyer journey. 
 
And honestly, why stop there? Customer success, as the third—but often undiscussed—GTM team, can offer just as much value to a content marketer. Are there aspects of your services or products that customers aren’t responding positively to? Knowing these kinds of things can allow you to get ahead of that problem, making your customers feel that their feedback is being heard and acted upon. 
 
As far as strategy goes, the goal of revenue operations is to make revenue the north star for your organization. This means that everything you do, every piece of content you put out into the world, should be with the goal of moving that revenue needle. In a creative role, it can be easy to get into an infinite cycle of creating things just for the sake of having them. Perhaps this is a form of safety in numbers—it’s easier to scroll through an endless collection of content, like faces that all blur together, than to subject them to real scrutiny. 
 
In the end, though, you cannot hide from 3VC. It comes for us all. 
[Quickly, another refresher: 3VC = Volume, Value, Velocity, Conversion.]
 
Keeping the revenue goal in mind when determining your content strategy is crucial to ensure you continue putting out quality marketing assets. However, there is always a need to balance that goal with intuition as to what your customers will most appreciate and respond to. For example, gated content. This can be a controversial topic, because obviously there is a reason companies choose to gate their content in the first place: to gather leads! Which might lead to revenue! 
 
Keyword: might. 
 
A large majority of working age people (e.g. those you’re targeting with your content) are staunchly anti-gate. This means that even if they do take the time to fill out your form, chances are good that they did not give you their real contact information, thus rendering that lead worthless. So now, not only do you not have any actionable data for sales, you have also likely turned someone off from trying to consume your content in the future. 
 
Knowing who it is you’re speaking to when you create content is the first step, but it means little unless you work to understand them, too. 
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