sales content to close deals

I’m sure you’ve heard all over the place: why should I care about using content in sales? After all, as long as I manage to build strong connections with prospects and communicate the value of my offering to them, I should have no problems closing more deals, right?

But it turns out that sending prospects valuable information that matches their stage of the buying cycle can increase the chances to close the deal.

DemandGen wrote an interesting report, and said that 95% of buyers select a provider who “provided them with ample content to help navigate through each stage of the buying process”. Forrester Research reports that 82% of buyers viewed at least 5 pieces of content from the winning vendor.

Unclear on how can you incorporate content into the sales process? Let’s dive in…

But first…why is sales content so important? Three reasons:

Content Captures Prospects’ Attention

Majority of your prospects receive tens of potentials sales emails per day. But these messages include nothing more than a short text about the offer, a link to a website and a meeting or call request.
If you want to catch buyer’s attention, you need to give them more information. They want to know if your offer is right for them or not.

Content Also Beats the Hard Sell

Sending prospects content that provides information, insight and solutions builds trust, positions you as someone willing to make the effort to educate them and in turn, outdoes any forms of a hard sell.

It Helps to Control the Sales Funnel

Delivering relevant information at the right time helps to move the person through every stage of the buying process. Without it, they would bounce from one information to another with a high possibility of dropping off your funnel at any point.

3 Tips for Closing More Deals with Sales Content

1. Ensure Marketing Creates Insight Driven Content

To help you sell more, your content must address the most common issues you face when interacting with prospects: their pain points and sales objections.
Meet with content creators at your company on regular basis to discuss:
What is the top product related questions prospects are asking you during sales calls?
What are their most common pain points?
What sales objections you encounter when interacting with prospects?
Use your insights and feedback to brainstorm content ideas that address them. The content will help you educate prospects, manage their objections and communicate the value of your offering.

2. The right content for the right stage of the buyer’s journey

Content can educate prospects about their problem, persuade them to buy from you, communicate your value proposition, help overcome objections and speed up the sales process.

But for all this to happen, it must match a prospect’s stage of the buying cycle.

For prospects at the Awareness stage, content should offer advice, explanation, and information about the problem they have. Ideal content types for this stage include blog posts, infographics, presentations, videos, guides or eBooks.

For prospects at the Consideration stage, content should position your product or service as the solution to their needs and problems. This content’s role is to help a prospect test your company against the competition and highlight the benefits of buying from you. Ideal content types for this the consider stage includes testimonials, demo videos, whitepapers, webinars or drip campaigns.

Finally, for the Decision stage, sales content should provide the buyer with the final reason to buy. Prospects at this stage have already decided to buy from you. But they might still need you to provide them with information about your product implementation, launch costs and support. Use content types such as product demos, FAQs, spec sheets, presentations, price sheets to help them determine if your product is the best solution to buy.

3. Pick the Right Metrics to Measure Your Content’s Effectiveness

Develop a set of metrics to track how content you share with prospects helps accelerate and improve the sales process. There are three main metrics for this matter:

Response Rate

The response rate is the number of prospects who have responded in some way to the sales content I sent them. You could identify different types of responses and in turn, weight the content’s effectiveness by it.
For instance, you could measure how many prospects emailed you back to thank for the content, or how many prospects requested extra information or took the next step in the sales process (i.e. agreed to a meeting or product demo).


Check how your prospects engage with any content you forward to them.
This metric might not be particularly useful when it comes to external content like blog posts or videos.
Yet, if you send your prospects documents like eBooks, whitepapers or spec sheets you could observe whether they even read them. And if so, what sections they spend the most time on. This information will help you gauge their interest and plan the next actions.

Close Rate

Track the difference in conversion rate between deals you supported with sales content and those for which you didn’t use it to establish the value of content in your sales efforts.

Jose Bautista co-founder of Pile

Written by:
Jose Bautista is a designer and co-founder of Pile. When he’s not building Pile, he’s enjoying TV shows, play with his family and enjoying the sunny Barcelona. He’s @_btsta on Twitter.