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Content Across The Enterprise

BFO content across the enterprise

Content isn’t just for your prospects and customers. Of course, great content can put prospects on the path to becoming clients, but it also has other roles that are vital to all departments of your businesses.

Marketing Departments should be regularly creating content to serve these parts of their organizations:

Account Managers


Let’s start with sales. Marketing Departments are used to creating the content that helps start relationships with new clients and extend relationships with existing customers.

 #1- Use content in outreach emails:

When sales is in the early stages of conversation with new customers and clients, have them include links to recent press mentions or blog posts. Topical content and success stories can be the catalyst to start conversations.

#2- Use content to nurture leads:

Targeted content can fill in details for prospects to support an account executive’s high-level answer to a technical question. This kind of content is the currency that earns credibility and helps the salesperson connect with prospects who want a deep dive, even if that answer comes as an after-call follow up.

#3- Use content as a reason to reach back to old leads:

Content that highlights a new answer to a difficulty an old prospect faces can be the key to restarting the conversation. A piece of content that reminds them that your reps are useful resources can only help move a prospect closer to becoming a client.


When we think about content, we rarely think about HR. However, HR Departments are in the vital business of attracting top talent to the enterprise. They need content that clearly communicates the benefits of working for their enterprise and tells the stories that illuminate shared values.

 #1- Make content part of evaluating applicants.

Send follow up articles after first interviews and see whether prospective employees click the links and ask questions about the articles in the second interview.

Engaging content can be a great way to share the real culture of your company and make sure applicants are a good match. It can be a way to sort applicants into those who are truly motivated during the interview process.

#2- Use it to educate new employees for initial training.

If you have created a lot of content for external audiences about your brand, culture, and processes, you might look at that content and see whether any of it has value in training and onboarding. Doing a content audit may identify resources that you can repurpose to help HR do a better job of onboarding employees.


Compelling content can help raise the profile of your enterprise’s key executives and establish them as thought leaders.
#1- Publish on their LinkedIn.

LinkedIn is a great place to start conversations if your CEO or other C-suite executives are writing content that reveals them in engaging and relatable ways. Help your C-Suite be effective on the platforms where they can connect with other leaders from their industry.

Account Managers:

Your account managers need to brand themselves effectively and become resources to those they serve. Compelling content is crucial to the success of this effort.

#1- Build an easily accessible knowledge bank.

Marketing should have a “Knowledge Bank” where anyone in your company can go to learn more about products & services. Make it easy for them to find authoritative and current answers to questions they may be asked. A knowledge base is an excellent way to share resources at the right level of depth to satisfy stakeholders.

Content isn’t just about sales. Use it throughout your organization to make your C-Suite, HR, and Account Managers more effective, to share knowledge and transmit values across the enterprise.

Need help getting the content ball rolling? Start a conversation.