Few growing tech companies have  the time and resources  to spin out massive amounts of content when key executives already have limited time to spend.  So what kind of content should your team create that have  the most influence on the final sale?

Should you schedule a webinar? Create a video? Print a brochure? How about sending a press release?

The trick to planning content is to think about it in relation to the purchase cycle: The data shows that press releases, brochures, trade media and conferences are all part of the discovery phase. This is how your company sells its value proposition and gets into the conversation.

Your website, webinars and video are helpful when the customer is researching  the premise.

But when it comes to what they actually buy, there are two and exactly two types of content that are most influential:

Executives are most influenced by Product Demos (52%) and Case Studies/testimonials (47%)  (Walker Sands).

In fact, case studies/testimonials were the most important factor for VP/Directors and Coordinators, followed by the product demos. The reverse was true at the C-level.

Videos (15%) and webinars (14%) are  further down the list of what was most “influential.” They are clearly important in the discovery and research phase, but do not have the same kind of  impact on the final sale.

So how should you incorporate this into your content plan? We recommend creating  two client case-studies per vertical, each focusing on a different client type, such as small or large, or on a key issue, such as ease of implementation or price versus return.

Build these  client case studies into your demos, and webinars.

Pre-planning of your content strategy goes a long way when it comes time for the client to make a decision.  We can help you create a content plan that generates leads and helps close with powerful client case studies.