How to create content for selling: part three

In the third part of our series, we show you how to win at the content game.

How to win the content game

There is an adage in rugby that the forwards decide who wins the game, and the backs decide by how much. Marketers must influence and educate before the sale takes place, in the same way forwards have to combine graft and guile to march the team upfield towards the opposition try line. And, it is once they have made those hard yards and created that all important scoring position, that the backs, or the sales guys, swoop in and grab the five-pointer and, with it, the glory.

Your sales team might be initially reluctant to engage in discussion around content when it does not seem imperative to achieving their KPIs or revenue targets but remind them that you are all on the same team, and while they may be kicking the goals, they might be missing the tries.

1. HAVE A GAMEPLAN

Sales should be involved from the start, at the planning, creation and execution stage. They no doubt have a specific set of market challenges and can guide the content effectively.

2. SHARE THE PITCH

You both want the company to increase its bottom line, you already have a common goal — remember this.

3. GET IN A SCRUM

In many organisations, marketing and sales are two distinct teams, maybe even sitting many desks or floors away. Challenge this structure. Even if it’s initially counter-intuitive, bridge the gap. Sit together, share ideas and collaborate daily — you’ll find a lot in common.

4. PASS THE BALL

Content is a two way street. Ideally, the marketing team will control the messaging and create content that will enable the sales team to be more successful, but marketers need to remember that sales are on the frontline of client conversations and can give valuable insight to ensure messaging remains relevant.

5. GET IT OVER THE BAR

Marketers may sit on their throne thinking ‘I make awesome content, that’s my job done’ but how can you ensure your content is relevant if it’s not being used. Equip your sales team with the tools they need to leverage it properly.

6. DO A VICTORY LAP

Seeing is believing. Share success stories, metric uplifts or anecdotes on lower sales resistance and celebrate the rewards of the combined efforts.