The sales cycle has completely transformed over the past decade – that much we know. Customers don’t want to have a conversation with sales reps anymore, and why should they? What information can we provide about our product that they haven’t already found online?
The new sales process is defined by the customer. And with the customer in the driver’s seat, marketing and sales teams have to work together to create content specifically for that customer in order to grab their attention.
That’s why we can’t emphasize the importance of a content strategy enough. We need to devote time to defining buyer personas, identifying their problems, and creating content to solve those problems. Without this process, we don’t even know who we should be talking to.
What your content strategy will mean for the sales team
A well-researched content strategy will draw in customers at different stages of the sales funnel with content that directly answers their questions and solves their problems. This content consumption allows the sales team to gather valuable lead intelligence.
Is a customer reading about search engine optimization? As it turns out, your company is full of SEO experts. See what we did there? This lead intelligence is what will start a sales conversation with your prospects.
Content should build interest and add value for the customer, but also should be relevant to the products and services that your company sells. The content strategy is the new starting point for sales conversations.
If set up correctly, your content strategy will harness the opportunity created by the buyers’ position as the director of the marketing process. It will propel a dialogue between your sales team and the buyer that allows your team to demonstrate not only that your product or service can solve the buyer’s problem, but that you are a trustworthy expert who understands the buyer’s needs and responds to them.
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After creating a content strategy, you’ll be armed with a full spectrum of quality content, and will be able to meet opportunities wherever they are in the sales funnel with that purposeful content.