You already know that sales content is an important part of selling today. It fundamentally changed the way we find, nurture and close deals. Because a typical buyer will consume different sales content before talking with a salesperson.
And the variety of sales content you can create to nurture your leads is huge. We have educational content like blog posts, guest blogging or infographics. Or freebies like whitepapers, ebooks, case studies, pitch decks and more!
But it’s not only about what type of content we need to create. That’s the easy part, to be honest. To be effective, sales content must be engaging, meaningful and helpful. And how we could know that? By focusing on how sales content is performing, and how leads engage with it. And that means digging into the data, and find what works and what doesn’t to create better content.
But don’t worry, if you are not paying attention to how your sales content is performing you are not alone. Content Marketing Institute found that 55% of marketers are unsure what success for content looks like.
Unfortunately, you are missing an opportunity to create better, engaging and high-performing content. And that’s the key to close more deals. Faster. There’s a ton of sales enablement tools that could help you on that matter.
How B2B sales content will help you close more deals
But wait a minute…what exactly is sales content? Sales content is anything that helps sales teams close more deals, faster. Usually, this includes collateral material like product overviews, case studies, whitepapers, and guides.
Enabling sales with the right sales content
Not all sales content are created equal. Or has the same goal. To maximize your efforts on the content creation, you need to know your buyer’s journey and create this content accordingly. The buyer’s journey looks like this:
Top of the funnel: Awareness
At this point, a buyer is trying to solve a specific problem, get an answer or meet a need. They are looking for a high-level educational content that helps them drive to a solution.
The purpose of this content is not to sell immediately, but providing useful and interesting information to potential buyers.
Type of sales content you can create: guest blogging, blog posts, social content, ebooks, whitepapers and PR actions.
Middle of the funnel: Evaluation
At this point, you’ve captured their attention. They know they have a problem that has to be solved, and now they are trying to discover the best solution.
The purpose of this content is to show why your solution in particular is the best fit the problem they are trying to solve. At this point you are nurturing a lead, building a relationship and establishing trust between your brand and the audience.
Type of sales content you can create: whitepapers, ebooks, product overview, webinars, comparison tool with your competitors.
Bottom of the funnel: Purchase
If you convinced all the down to the bottom of your sales funnel, it means that they are ready to buy from you.
The purpose of this content is to help them start using your product/service. They only need a compelling call-to-action to get them to buy. The right content here can have a dramatic impact on your conversions.
Type of sales content you can create: case studies, customer stories, personalized demo and free trial.
Track engagement and performance of your sales content
As a salesperson, how do I know if my sales content is helping me reach my quota? As the majority of the sales process is happening over email, I’m sure you are using the old-fashioned attachment way. And sorry, it’s not working.
For example, if you send a business proposal to a prospect, you are likely to send an email with an attachment. With your email tracking or email attachment tool, you will know if someone downloaded your document.
Ok, appreciate the information but, how do I know if my prospect actually read the proposal? Knowing how your content performs and how your prospect engages with your sales content is what matters. This is the kind of information you need if you want to improve and refine sales content that helps you close more deals faster.
To start with, you need to start tracking the right metrics and start using the right sales enablement tool. With a document tracking tool, you will be able to monitor the number of documents an specific document has, page by page analytics to see which page they spend more time on, a number of downloads and the average time they spend in the document.
This information will help you know which content is the one that works best for you, do very targeted and personalized follow-ups emails and close deals faster.
Nowadays, creating sales content is the silver bullet for a salesperson. And this is huge if you want to create a highly efficient sales process. And while it’s important to have the right mix of content, remember also that it’s just as important to measure the success of each type of content. Being data-driven can help you refine and create high-performing sales content that helps you engage with your prospects and leads.