Its inevitable that there will be a conflict between sales and marketing as long as one of them relies on the other to do their job. In here, we’ll discuss about sales content mastery in order to improve your marketing.

The two groups are often seen as being friends, but if someone needs to be thrown under the bus for missing revenue targets they’ll point fingers at each other.

Marketing and sales teams are constantly fighting over the content. Marketing wants to create more of it, while the sales team is worried about high-quality leads.

People in business are always looking for content. They want information on any given topic. So, what are the steps to sales content mastery?


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀

Content, content, content.

Most content never goes anywhere. Out of every 100 pieces, 65 are irrelevant or can’t be found.

The key to a successful sales and marketing mix is creating great content. Creating killer content can lead to co-existing peacefully with other departments, which will slow the churn of new products or ideas. 

There are seven key traits to consider when creating content, and I covered them off in the recent Sales Hacker webinar. One of the most important considerations is that you should create high-quality original content. Here the important things to bear in mind in content mastery.

1. The greatest sales content needs reverse engineering.

If theres one certainty in life, its that very few ideas are genuinely groundbreaking. Unless your organization is truly an early-days start-up, the odds are most of the content you need already exists in some form or another, it just needs updating or re-framing to better meet objectives. Best practice: Schedule a quarterly review between members of your sales and marketing teams to review content and get feedback from sales as they engage with prospects and customers to learn how to iterate for better performance.

2. The great sales content doesnt get sent nowhere.

The last thing you want after youve spent time reverse engineering content is wasted effort. As we covered earlier, 65% of content either isnt found or isnt used. In reality, even some of the 35% that is used probably contains wasted effort. Thats because theres a high likelihood that a percentage of that content is then not found or not used by the prospect that receives it. Best practice: Do an internal audit with your sales team to understand if the tools they are currently using help or hinder their daily activities.

3. A great sales content connects with the buyers journey.

It goes without saying that the buyers journey is a critical component of any sales strategy, as it guides the process from lead to prospect to ultimately”if all goes well”the customer. Theres always change in this process: Customer changes, competitor changes, and new technologies can all introduce challenges and your sales team must be agile in utilizing new content to combat change. Best practice: Map it out. Your sales process”and the recommendations for which of your sales content is appropriate for each stage”should be able to dynamically adapt based on the information you learn along this journey.

4. Great Sales content has good momentum.

Whats the difference between a successful deal and an unsuccessful one? You guessed it: momentum. When you stop engaging, prospects stop thinking about you and turn to competitors who are more visible. With all of the clutter in the marketplace, you need to stay front and center with applicable sales content to be remembered and to keep up the momentum. Best practice: Keep it short and sweet. Consistently engage prospects with individual, relevant pieces of content, but dont bombard them. Switch up your approach (time, verbiage, tone, calls to action) to obtain better engagement. Variety is the spice of life”and of killer sales content.

5. A Great sales content is layered.

When it comes to content, its so easy to be lulled into a pattern, a routine. Marketing can get into a rhythm where they produce the exact same types of content for every campaign. The bill of materials (BOM) becomes a cookie-cutter list of deliverables, and all spontaneity is thrown out the window. Best practice: Think outside of the boxcontent doesnt always have to be product or company-based. Often times the best way to connect with a prospect is to be a source of thought leadership on the topic at hand.

6. A great sales content is consistent with the company brand and messaging

A recent study by McKinsey & Company revealed that B2B companies with strong and consistent branding are twenty percent more successful than those that are weak or inconsistent. Put simply, the way your audience perceives your brand plays a central role in purchasing decisions. Best Practice: Without micromanaging, meet individually with members of your sales team to really understand how they find content, and if that content being used is current and aligned with the companys messaging. Ensure brand guidelines documentation is up-to-date and easy to find.

7. A great Sales content can be proven effective.

When it comes to content mastery, measurement is critical to killer sales content because if you cant prove that anything youve tried has actually worked and driven a positive impact to your bottom line, none of your hard work matters to the business. Best practice: Encourage the sharing of best practices of top performers of your sales team to boost overall performance. Take these learnings and amplify them across the entire team to build an environment that encourages providing feedback and learning from both successes and opportunities.

There are seven steps you can do to increase your content mastery. One way is by bundling up all of your killer content and marketing it through a sales enablement platform.

A structured approach to sales enablement is a game-changer. It lets you see how your content performs in the buying process.

Many companies are using sales enablement tools because they have been proven to work. 60% of best-in-class organizations have a formal competency in this area.

If you havent jumped on the sales enablement bandwagon, it’s time to start. This article will help in your decision-making process.

If you learned something new about creating content that converts, go ahead and register for the upcoming webinar where we’ll discuss it in more detail.

I think that the most difficult part of modern marketing mastery and content mastery is having patience and persistence. It’s really hard to come up with enough planned content, especially when you’re speaking to more than one customer segment in different regions. Don’t forget to apply those steps to achieve content mastery and help you improve your marketing and sales.


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀
Editors Note:

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Justin McGill
About Author: Justin McGill
This post was written by Content at Scale, a solution that uses AI + a team of optimization specialists to publish hundreds of high quality, SEO optimized content straight to your blog. It’s the first and only solution that allows you to truly scale content marketing.