A quick Google search will point you to hundreds of articles on content marketing and how the buying/selling paradigm is changing. Essentially, content marketing is the act of delivering useful information that makes buyers smarter and establishes a collaborative sales process. Instead of pitching your products, you share relevant content that helps your prospect learn about the problems you are solving. As a result, you’ll generate more leads, have engaged prospects, build your brand, and most importantly, close more deals.
You’ll find articles on how to write blog entries, manage your social media campaigns, and deliver online seminars to operationalize your content management strategy. However, once you have a warm prospect you need to ensure that your sales team is armed with the tools and content required to continue the conversation and deliver the next level of value.
Consider these questions when extending your content marketing strategy to your sales teams:
- Do you have additional content that they can use to continue to engage the prospect?
- Is your content specific to the types of customers you are targeting? Is it tailored for different verticals, company sizes, or the prospect’s role?
- What type of content does your sales team need? PowerPoint slides, PDFs?
- How will your sales team access the content? Do you have a slide library or a digital asset management system? Is it working efficiently?
- As your product and messaging changes, how will you ensure your sales team has access to and uses the latest content?
For some sales teams, PowerPoint slides play an important part in sharing content with customers. In these cases, marketing will need to create a library of slides that explain the market, products, and benefits as it pertains to each specific set of targeted prospects. These slides will need to be formatted to deliver a consistent brand and message. Further, the slides will have to be consumable individually or in groups as sales teams use them to build a customer specific story. As a result, sales teams will need unbelievable easy access to the PowerPoint slides to ensure they stay on script and always use the latest available information.