Would content marketing be worth it if you never actually made a sale from it?
The quick answer to this question would appear to be “no”—but as many organizations have found out, the act of producing content can have a dramatic impact on a sales team, well beyond the simple definition of how you or I might define “ROI.”
Because we believe so much in the power of insourcing with our clients here at The Sales Lion, we’ve seen time and time again the positive impacts a great content marketing campaign can have on an organization, especially on the sales department. In fact, here are 7 benefits you may never have thought of.
7 Ways Content Marketing Can Have a Major Impact on Your Sales Team… Without a Single Sale
- If a sales person helps produce a piece of content today, they will, inevitably, improve their ability to communicate about said subject matter (ie pitch) to prospects, clients, etc. Fact is, participating in content marketing produces more informed team members and ultimately better communicators.
- If a sales person helps produce a video for the company (and are in the video as a subject matter expert), they now immediately feel a stronger sense of brand loyalty to the company they are working for, as well as general pride for their accomplishment.
- Along the lines of #2, if a sales person produces a “welcome” style video for their prospects, or a piece addressing a typical prospect/customer question, and then sends the video to said prospect before the initial sales pitch/appointment—they will therefore spend (waste) less time building relationships of trust with the prospect and more time actually selling.
- When an organization produces content, and it defines the company’s doctrine/stance on prospective buyer questions, this will therefore act as a future training manual for new employees, especially those of the sales team. In fact, content marketing done right can and should become your company bible with respect to what you sell, what you believe, and what makes you different.
- When you involve a sales team in the production of content, you’ll quickly see who actually knows what the heck they are talking about (true subject matter experts) versus the ones that, in reality, aren’t as knowledgeable as everyone thought they were. (I’ve seen this many, many times.)
- Along with #5, when the sales team is involved in the content production process and everyone is participating, sales managers (along with marketing departments) will get a much better sense for the distribution of subject matter experts—ultimately showing either gaps or balance in the overall expertise of the team.
- To put it bluntly, content marketing weeds out bad apples from a sales team. Not only does it shine a light on false subject matter experts, but it also will quickly show those who may have a bad attitude and be, at least culturally, a bad fit for the company. On the other end of the spectrum, it can highlight some of the company’s brightest stars. Simply put, engaging a sales team to produce content acts as quite the filter, showing the good, bad, and ugly the department has to offer.
If your sales team has been helping with content production, you’ve likely experienced some if not all of these in the past. Also, if there are others you’d add to the list, feel free to include them in the comments section below.
Here at The Sales Lion, we do content/inbound marketing training specifically for sales teams, and at Content Marketing World as well as Inbound, I’ll be speaking at the sales tract for both later this year, so I hope to see you there.
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