The more revenue that your content can generate, the more valuable it will be to your business. Most of the time, this revenue-generating power comes through lead generation, search engine rankings, and social media engagement. However, an often overlooked use case for content is to leverage it as part of your sales enablement strategy. Like…
Top of funnel content is for brand-building, and bottom of funnel content is for sales. Ever heard this line before? *facepalm* It’s not that I don’t have empathy for the people who say this. Most of the time, they just want a clear-cut delineation between brand and lead generation campaigns. I get it. But still,…
If salespeople are going to take marketing content and send it to potential prospects, then that content had better provide some value to that prospect. Specifically, it should respond to key customer pain points. How you address pain points in your content will vary based on the stage of the buyer’s journey that you’re targeting….
The main goal of a sales conversation is to solve prospect problems, and help them decide which solution is right for them. When they hear that, many salespeople intuitively go straight to “and the solution is our product.” But there are often times when your product is not the solution: The price point isn’t right,…
Your marketing content is a powerful lead gen tool. But that’s not all it’s good for. It’s also a great tool for salespeople to engage both prospects and customers in conversations, nurturing them wherever they are in the buyer’s journey: Engage a cold prospect. We’ve all had a prospect go cold. Rather than reach out…
Every company wants to mention product in their content. But that doesn’t necessarily mean you should. Not everything you publish should end with “Want to to learn more about [topic]? Contact us for a demo.” Not everyone who reads your content is ready to hear about your product at that very moment. For instance, if…
When people think of content marketing, the first thing that comes to mind is usually top-of-funnel, awareness-level content. This content draws people in at the beginning of their buyer’s journey, allowing you to nurture them all the way along their journey to becoming a customer. But at some point, you’re going to need to generate…
Brand matters. But unless you’re Disney, Apple, Amazon, Microsoft, Nike, McDonald’s, etc., it matters a lot less than you’d think. Especially in the early days of your business, you don’t really have a brand. You have many components that can lead to the eventual creation of a brand — values, expertise, visual identity. But the…
There’s a simple trick to maximize your content marketing return on investment. It will shorten your sales cycle, bring in an audience that’s ready to make a purchase, and empower greater marketing and sales alignment. That trick is: Start from the bottom and work your way up. By that I mean, start by creating bottom-of-funnel…
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