Marketers are well aware of the power of content to attract and nurture leads. But at some point, leads get passed on to Sales, and salespeople are generally not as hip to the content movement as their colleagues in marketing.

That is, until now. Whereas marketers are usually content creators, socially savvy reps are becoming adept content curators, finding and sharing internally- and externally-sourced collateral that is interesting and relevant to prospects. Some are even taking to LinkedIn Pulse or personal blogs, writing original articles to boost their thought leader status among buyers.

However, this type of activity is still the exception rather than the rule. To show salespeople how content can be used to not just market but also sell, pass along this infographic from KnowledgeTree. It translates tried and true best practices from content marketing into a new practice: Content selling.

For example, "targeting content" to Marketing means tailoring the tone and style of written pieces to match a particular audience. What does it mean for salespeople? Sharing different articles, videos, or other content types with different types of prospects. While "measuring content results" to Marketing entails tracking the number of leads generated from a post or paper, the critical metric in content selling is how efficiently a piece of content advances buyers through the funnel.

Marketing already knows that content is king. Now unite Sales and Marketing under the same ruler by spreading this infographic among both functions. Long live content! 




Originally published Jan 6, 2015 7:00:00 AM, updated July 28 2017


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