How to Create Content Your Sales Team Will Use

Klue

Your content. Is it getting used by sales reps and accounts teams? If not, why? Ask them.

They are your best source of information. They speak directly to your audience every day. Include them in persona development. Listen to them. Give them an easy way to share the insights and experiences they collect every day. That’s the good stuff.

Build it into content at every step in the funnel. IF potential customers get further and further (60-70%) through the funnel on their own, with only the content you produce to pull them along AND only 30-40% of that content is being seen, THEN change your content.

Change it.

Stop spinning and buzzing. Don’t be coy or cagey. Speak directly to buyers in a way that reflects their journey in language that they use. Show them that you understand their needs. That you are a market expert. You’re not selling them your product, you’re helping them purchase the product that best fits their needs.

What do they need?

It depends. At what point in the cycle are they? How strong is the relationship between your sales rep and the prospect? Is the buyer a key stakeholder, a decision-maker or an end-user? How much influence do they have? How much do they have invested in this decision? What are the repercussions to them if they make the wrong choice? What matters, specifically, to this person at this time?

Build that level of specificity into not just the sales enablement tools that you create, but the top-of-funnel content, too. When you know your audience, there’s no excuse not to tailor your message wherever possible. From sales nurturing campaigns to webinars and demo scripts, you have the opportunity–the responsibiltiy—to customize your message. If you don’t, your competition will.

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