Salespeople not leveraging marketing content resources to engage prospects are at a competitive disadvantage.
Content marketing is creating and distributing valuable, consistent, relevant content to attract, maintain and help drive customer action.
Prospects and customers often value content from sales professionals more than the marketing team. If you work in B2B sales, you can easily create or share content via email and LinkedIn. The best part about sharing content is accelerating the sales cycle and win rate of emerging and current opportunities.
Doing your content marketing as a sales professional is not hard, but it requires some planning and discipline.
To get started, you will need a few hours to get organized. If that does not scare you, keep reading.
1. Decide how often you want to send content to your customers or prospects:
Aim for consistency and repetition to demonstrate your commitment to sharing relevant content. To start, I recommend monthly and no more than weekly.
2. Research, bookmark, or inventory types of content that others have created you can share:
Statistics and research related to your industry
Visual Content (Videos, infographics, slides)
Company culture, news, reviews, and product information
Specific content that revolves around your customer journey or buying process (this you will likely create on your own)
Third-party industry-related content
3. Determine if you will deploy content via email, LinkedIn, or both.
To start, I would pick one or the other. Once you are in your rhythm, expand to the other channel.
4. To develop content, set aside an hour for each email/LinkedIn post:
It would be best to block your calendar for content marketing development; you will need at least an hour. If you don’t block your calendar, you won’t be able to achieve consistency and repetition. Schedule a time when you won’t be interrupted.
5. Content development tips:
Keep it short, 2-4 minutes to read.
Always provide some original content. Invest in your brand – others want to hear your thoughts—even a few relevant and intelligent sentences to introduce a shared article count.
Shared or original content must be gender-neutral, professional, and relevant, and credit must be explicitly assigned whenever you share a piece of third-party content.
Don’t spend too much time on graphics and design. There are thousands of templates available on the Web; pick one and go with it.
Use Grammarly or a similar service to check for grammar and spelling before you click send.
Marketing and sales should work closely together to do content marketing. However, marketing resources are often constrained, and sales teams may not get the needed content marketing support.