Most brands develop distinct content for Product, Marketing, Sales, and Success. The problem with this approach is its ROI. After investing heavily in writers and strategists, you’re often left with inconsistent messaging and a poor customer experience. In some cases, it can slow sales and create significant churn.
But what if you could create one piece of content that acts as your Single Source of Truth, keeping everyone on the same page while engaging prospects, customers, internal staff, and (for product-led companies) OEMs?
And what if it was written in a way that generates leads, drives sales with new and existing customers, and improves retention rates?
The Challenger Article does precisely that.
If You Only Had One Piece of Content, This Would Be It
The Challenger Articls is your magnum opus for a product or feature, providing:
- Consistent messaging and narrative for the entire organization
- Your sales presentation, fully fleshed out, ready to use
- A product demonstration
- Examples of how it’s driving success for other customers
Once created, it can be used by Product, Marketing, Sales, Implementation, and Success. It gets everyone —internally and externally — to the “how” faster. As a result, it gives you:
- Better marketing assets and campaigns in less time
- A higher close rate with fewer meetings
- Quicker onboarding and training of employees and customers
- Better customer support, leading to lower churn rates
- More sales of your premium features (to new and existing customers)
For SaaS with complex sales, the Challenger Article is the sales enablement piece your salespeople have been asking for. It’s their primary resource for developing pitches, talking about and demoing the product/feature, sharing use cases, and overcoming objections. It’s the backbone of an effective SaaS growth strategy.
For marketers, it provides the messaging and narrative for high-value marketing assets that generate leads and sales.
For Customer Success, it provides the talking points discussed and outcomes promised in the sales process so your agents can provide better support. And in can be used to drive powerful success content that retains customers longer.
It can also be adapted to SEO articles. Imagine one article driving leads and sales!
Sound interesting? Let’s talk about how the Challenger Article could drive your organization’s traffic, sales, and success.
