BY Jessica Helinski
Sales content can be a major driver of engagement. Positioning sellers as knowledgeable experts, well-crafted content helps them stand out in a sea of other reps. But knowing what to craft, and how to use it, can be challenging.
Why is sales content important?
Buyers want to work with sellers who are knowledgeable. In fact, according to SalesFuel’s B2B BuyerSCAN study, this knowledge impacts who a buyer chooses to work with.
Specifically, 59% of buyers say a top attribute they look for in reps is knowledge about how their solution can provide value. Half also say that providing relevant information and ideas is essential.
SalesFuel also found that sellers who showcase their expertise impact buyers’ choices to engage. Subject matter expertise posted on social media, industry articles and videos are all resources that buyers use to research a rep before meeting them.
Specifically, younger buyers are more likely than those who are older to check out a seller’s social postings. For baby boomer buyers, authored industry articles are a priority.
And if a seller doesn’t have that content available? They may miss out on an opportunity for new business.
How are reps using content?
Another study by SalesFuel, the Voice of the Sales Rep, uncovered how reps are currently using sales content in their process. Only 12% say they’ve recently authored posts or articles related to clients’ lines of business. Approximately the same percentage report being quoted in industry content by someone outside their company.
This highlights a disconnect between what buyers look for when researching sellers and what sellers are providing. And some sellers do note this discrepancy. Nearly 30% say they’d be more successful if their company provided better content for them to use.
“Posting or writing about something that is important to you is a powerful way to cultivate your reputation as an expert,” says SalesFuel’s Tim Londergan.
“Words hold sway among your network and can be the key to winning at sales far beyond next quarter’s sales goals.”
What is sales content?
Before crafting content, sellers must first understand what it is, especially when contrasted with marketing content. As HubSpot’s Jay Fuchs explains, Sales content is brand- or solution-specific material. It’s created to drive purchases by clearly demonstrating how it fits their needs.
“Sales content is backed by facts and statistics specific to your business,” he writes.
“It's where you sell potential customers on the experience you offer with hard evidence to support your pitch.”
Tips for creating winning content
For many sellers, it’s up to them to generate content to share out, and this can be a challenge. But following best practices can make the process easier.
Case studies
Fuchs recommends sellers use case studies to attract interest and drive decision-making. These can demonstrate expertise and success while also providing relevance to potential buyers. They also build trust and credibility, offering concrete proof that it can deliver results.
SalesFuel suggests using a variety of case study formats. This can include video and standalone PDFs, which help engage buyers with different preferences. Just make sure that these content pieces, or links to them, are accessible to researching buyers.
Also, another tip is to adapt studies to specific industries, pain points and company types. Doing so demonstrates real results and builds credibility for a variety of prospects.
Articles
Another powerful form of sales content is a published article. This can be a post for your company’s blog or a guest article for an industry publication. Both are effective ways to showcase your solution, drive awareness, build trust, and generate interest.
When writing an article, just remember to align its content with best practices. SalesFuel’s Kathy Crosett points out that to be effective, sales content must:
- Provide valuable insights
- Be relevant to industry trends and topics
- Showcase the seller’s authentic expertise
Deliver content that buyers are seeking
While crafting sales content may be out of your comfort zone, it’s an opportunity to connect with buyers, which many reps are missing. And you’ll find that the more you do it, the easier it will become and the more connections you’ll make.
Photo by Andrew Neel on Unsplash
