"A pandemic-induced glut of low-quality content is diluting the perceived value of thought leadership  among B2B decision-makers."

That's the conclusion from the recent Edelman / LinkedIn report, which is here.

The report explains the importance of content

All of us, when we buy go online and read content, if we are booking a trip to Iceland or spending $100,000 on a new SaaS / Cloud accounting system, we go online and consume content.

The mistake people make is that they think brochures or brochureware will suffice and it won't.

Come on, nobody reads brochures, or if they do, they go to your website.

In fact research shows that people come to social to be social, research here

But what is content really about?

How do we build relationships (as a seller) with people we don't know (the buyer)?

Content is about building a bridge.  Let's be honest, nobody is interested in your company or your products and if you post brochures nobody is interested in your content.

Contents role is to create a position where people become curious about what you do.

So stop the "buy my product because we are great" because everybody says that and start seeing content as a bridge builder that will start a conversation.


Brochures don't create sales ..... conversations create sales. 

Content is there to create curiosity, build a bridge and create a conversations that leads to ..... commercial interaction. 

So who's social selling?

In case you missed it, the Bank of America’s Merrill Lynch have banned cold calling and have moved all their people to social selling. This isn't some trendy tech company that might have decided to do this on a whim, this is a very conservative financial services company that has made a decision based on data.

But surely cold calling has a better ROI than social selling?  Not according to Merrill Lynch.

"They will also be encouraged to contact prospects over LinkedIn, which has a higher hit rate than cold calling"

The CRO (chief revenue officer), Richard Eltham of Namos Solutions, of one of clients posted a comment on LinkedIn about social selling. See here.

“Social selling is not an option now it is the way of the world and you either learn and execute it or fear getting left behind” 

Kevin Murray who is the Head of Sales at MacArtney Underwater Technology recently posted about his success with social selling here and wrote an article about the transformation that has happened in sales here.

Here at DLA Ignite we don't do "hints and tips sessions" we don't want you to waste your money. Our social selling and influence methodology will provide your sales team with the stable platform for growth. It is also the only social selling program based on 70:20:10 change management principles which gives your business the mindset change and habit change they need in this digital world.