Most sales pros and marketers today know the importance of creating valuable content in attracting leads and accelerating the sales process. But creating remarkable content—content that people will engage with, share with their friends and compel them to take action—isn’t always easy. Indeed, content marketers admit that creating engaging content is one the biggest issue facing them today.
Your sales team is an important source of insight if you’d like to step up your game in content marketing. Here’s a 5-step plan on how sales folks can help your marketing team with your content.
1. Align your goals.
If your sales team isn’t talking to your marketing team, you’re already missing a huge opportunity. For your blog posts, ebooks, white papers, infographics and webinars to attract prospects, there needs to be a strong alignment between sales and marketing in terms of the target audience, your brand’s positioning and key messages.
Marketing should still call the shots in terms of distribution—it is, after all, their expertise—but sales should have some input on high-level strategy because they talk frequently with prospects and know what buyers want.
2. Consider discoverability.
Great content that doesn’t make its way to your prospects is content wasted. SEO is critical part of content marketing success. Start by ensuring that you’re using the right keywords in your content.
Sales people can help with SEO by giving you insight into the language that your prospects use. Your sales team can tell you what jargon and keywords your prospects use in their industry and their business. More importantly, they can tell you about the topics that are most timely and relevant for your prospects. This is valuable SEO information that you should consider when crafting your content.
3. Constantly listen to your customers.
You need to have a deep understanding of your buyers if you want to attract them with your content. Thankfully, it has never been easier to get customer insight today. You can listen on social media—in particular Twitter—as a starting point to learn about your buyers’ pain points and how your solution can help.
Dig deeper by talking to your customers directly. When you know what makes your buyers tick, you can create killer content that speaks to problems and issues they actually have.
4. Capture the right analytics.
If you’re creating content without measuring your efforts, you may be wasting your time. It’s critical to know if your strategies and tactics are working so you could change course if needed. Use web, social media and PDF analytics to determine which of your content resonates with your target audience. In addition to pageviews and downloads, look at metrics like time spent per page to gauge the true engagement of your audience.
5. Consistently release new content.
Most companies today already do content marketing. The main issue that many brands need to figure out is how to stand out. To produce content that your prospects will love, you have to consistently pump out great content. That’s the only way for you to become top of mind for people. Committing to an editorial calendar with regular cadence of new content is the only way to position your company and your sales team as true thought leaders.
Marketing and sales collaboration is key!
If you want to get more out of your content marketing efforts, getting input from sales is key. When marketing teams use the insight of their sales team, the result is content-marketing magic.