You know that feeling when you’ve spent three hours assembling the perfect content for your new campaign…
You’ve dug through countless folders searching for that one case study, you’ve finally found the right product shots, and you’ve meticulously pulled together messaging from the last product launch...
And just as you’re putting the finishing touches on, your sales counterpart messages: “Hey, do we have anything about how this compares to Competitor X’s new feature?”
And you realize you have to start searching all over again.
Or how about when you’ve created what you think is an amazing piece of content, spent weeks getting it designed and approved, only to discover months later that it’s barely been viewed, let alone shared with customers?
We understand these frustrations all too well. But there’s a better way to work.
With a platform like Bigtincan, you can get rid of these headache-inducing moments and reclaim hours of your week.
In this article, we’ll show you how our very own VP of Growth Marketing & Operations Denise Iverson uses Bigtincan to work smarter.
1. Distribute and centralize content for your teams
You already know the struggle of making sure your content reaches the right people at the right time. As new campaigns launch or product updates roll out, more assets get created and need distribution.
It’s a never-ending cycle of publishing content across multiple channels, hoping it gets seen and used effectively.
But what if you could have a central hub that ensures everyone has access to the latest and greatest materials? That’s what Bigtincan Content does.
How you can use it:
Let’s say you’ve just completed a webinar program. Instead of sending emails with attachments or links that get buried in inboxes, use Bigtincan’s content platform to create a comprehensive resource hub.
Upload all related materials:
- Webinar recordings
- Presentation slides
- Audience information
- Design assets
- Promotional copy
Now your sales and customer success teams can access everything in one place. As Iverson explains: “Anything somebody wants to know about what’s happening with our webinar program is available through Bigtincan.”
Everybody can easily find what they need without having to ask you where things are stored.
2. Assemble content for campaigns with AI
Creating marketing campaigns used to mean spending hours hunting through folders and drives to find the right assets. You’d dig through countless files trying to locate the one you really need.
But with Genie Assistant, you don’t have to do that anymore.
How you can use it:
Let’s say you want to run a campaign about content analytics for a marketing audience. Instead of manually searching your content library, simply ask Genie Assistant: “Find files that could be used to develop a nurture campaign around content analytics and ROI.”
The AI analyzes your existing content library and surfaces relevant assets that match your criteria. But it doesn’t stop there. The AI can also help design the campaign and draft the emails, drawing from your approved messaging and content.
The beauty is that it uses your internal content as its knowledge source — so you cut content creation/assembly time by up to 80%, according to Iverson.
3. Summarize and analyze content to find what you need
When you’re drowning in information, finding actual insights becomes nearly impossible. Whether it’s notes from analyst meetings, industry reports, or market research, the sheer volume can be overwhelming.
This is why Iverson takes advantage of Genie Assistant’s AI to wade through mountains of text.
How you can use it:
Imagine you’ve conducted a series of analyst briefings over the past month. You have detailed notes from each meeting, but they’re lengthy and difficult to share.
Instead of sending the raw notes or spending hours creating your own summary, upload all the content into Bigtincan and let the AI work its magic. As Iverson describes, “I put all that content into the platform, and then I asked it to summarize by meeting and provide an overarching summary of what we learned.”
This way, she can identify larger trends within multiple reports and prepare individual summaries for reference later.
You can use the same approach for industry reports, competitive analyses, or any text-heavy content. For example, when your CEO asks for a quick summary of what analysts are saying about AI in your industry, you’ll have it ready in minutes, not days.
“That wasn’t necessarily something that I could have done before the AI,” Iverson says. “I could distribute that information to people that way for sure...but now I can give them a summary of what they’re going to find.”
4. Track content performance with interactive analytics
There’s a good chance you have no idea what happens to your content after it’s published. Most marketing teams don’t know which content sales and CS reps are using, what needs to be updated, or what’s resonating.
These questions can’t be reliably answered with guesswork or anecdotal feedback.
That’s why you need to start using Bigtincan’s Analytics capabilities and make more data-driven decisions.
How you can use it:
You can quickly identify your top-performing assets: “What content is being used most heavily, regardless of whether it’s internally or externally? What content are the sales reps sharing with their customers, and when they’re shared, how much are they being looked at?”
Iverson also uses content usage to tie it back to business outcomes. For example, she can use the dashboard to see how often a deal closes when a specific content asset is used. This provides even more layers of insight into what’s truly high-value.
5. Create professional transcriptions in minutes
Producing podcasts, webinars, or video content is time-consuming enough without the added hassle of creating accurate transcriptions. What used to require third-party services or hours of manual work can now be done within minutes.
Instead of spending precious marketing budget on transcription services or error-prone tools, use Bigtincan Readiness (Brainshark) instead.
How you can use it:
Let’s say you’ve just wrapped up recording your latest marketing podcast episode. Rather than exporting the audio file and uploading it to a separate transcription service, simply use Bigtincan’s automated transcription feature.
“We’ve launched a podcast, for example,” Iverson says. “Just the other day I was able to generate the full transcription of the podcast by using Bigtincan’s platform. It saved me a ton of time over finding a third party tool to do it. The quality is comparable to what you’d see with other transcription tools, without the additional cost or workflow disruption.”
The automated transcription feature is great for when you need a transcript for compliance, accessibility, or content repurposing. The time savings compound when you consider just how often marketers create audio or video content that needs transcription.
6. Create training content with AI narration
Creating training content is a hassle. You craft slides, and then spend hours recording voiceovers, often needing multiple takes to get it perfect.
Marketers like Iverson have been using Bigtincan’s Readiness platform to remove the grunt work.
How you can use it:
Imagine you need to create a presentation explaining your new products or positioning to the sales team. Instead of blocking off your calendar for recording sessions, use Bigtincan’s Readiness platform with AuthoringAI.
As Denise explains, the traditional process was full of obstacles: “With training, it’s usually like, ‘I need to put the dog away and hope no one comes to the door because I have to record for the next 30 minutes with no errors.’”
Now, you can simply design your slides and let the AI handle the narration. “Now AI can generate everything, right?” muses Denise. “It can do the full narration in your voice or someone else’s voice. And you can record the whole thing in a matter of seconds as opposed to a slide at a time.”
The best news? AuthoringAI doesn’t just create the audio — it delivers the complete package: “If you give it the narration that someone gave, it’ll generate all the slide notes and the transcribe or the closed captions and the whole.”
7. Collaborate with enablement on content auditing
Manual content audits are time-consuming and often get deprioritized in favor of creating new content. And when your entire GTM team has to get involved, the process can feel messy and unnecessary.
That’s why you need the right tools to collaborate on content governance initiatives with your GTM team.
How you can use it:
Iverson has noted that colleagues across the GTM team mentioned that they’ve been seeing more old content. Now, she doesn’t just delete assets because they’re old — but it does help to take stock of what’s there.
She has been working with enablement teams to regularly conduct content audits. “We can look at what’s old, how recently it has been used, and how often it was being used. So we can do more thoughtful governance,” shares Iverson.
Based on the audit, they either update, archive, or keep the content as is.
Make Bigtincan work for you every day
Marketers are facing more pressure than ever to deliver results with limited resources. Every minute you spend on a manual task is more time taken away from the things that matter. Whether that’s creative or strategic work is up to you.
It’s one of the reasons Iverson advises marketers to be more intentional about using the platform: “For every task you’re about to do, think ‘Could the platform help me in some way that I haven’t thought of?’”
It’s easy to stay in your comfort zone, but ultimately, you need more time in your day to execute your strategy. If something takes you 60 seconds, but you’re doing it a hundred times a week, that’s 100 minutes lost.
So, take advantage of what the platform has to offer. And if you’re still not sure how to do it, let us help you.
