VOICE will fix this: Engagement as a vanity metric in B2B
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Here's a pattern I keep seeing. Marketing teams celebrate engagement numbers while their Sales teams struggle to close. The dashboards look good. The pipeline doesn't. The gap is that they have not taken the time to build authority. Engagement tells you someone noticed your content. Authority tells you they trust the source. Those are two very different things, and only one of them helps close deals. I built a framework called VOICE to address this. It stands for Viewpoint, Ownership, Insight, Cadence, and Enablement. Each letter maps to a specific function that builds credibility into your content. The short version:
You can go deeper into the framework here. The part most teams miss is enablement. They create content for visibility, likes, impressions, follows. But they never design it so Sales can reference it when a prospect raises an objection or needs reassurance during their research. When you build content with enablement in mind, you connect your content activity directly to revenue activity. That's when things change. Here's the one thing I'd suggest you do this week: look at your last five pieces of content and ask, "Could my Sales team use this in a conversation?" If the answer is no for most of them, you have an authority gap. VOICE is one component of a bigger system I call RevCo (Revenue Content Operations). I'll share more about RevCo in upcoming emails or you can view and activate the full framework here. Yours in Revenue, ALeeJudge.com | ContentMonsta.com Author of CASH: The 4 Keys to Better Sales, Smarter Marketing, and a Supercharged Revenue Machine |
Content Monsta
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