Great content isn’t just for marketing teams. If you work in sales, you can use content in all kinds of ways, from starting conversations to boosting your credibility as a promo pro. Content like blog posts, checklists and e-books can show that you understand what prospects care about and that you’re here when they’re ready to talk.
LeadG2’s Emily Hartzell says the right content does more than attract visitors — it activates prospects and allows sales reps to engage when prospects need it most. When someone clicks on a blog link or downloads a fact sheet, they’re telling you, “I want to know more.” That’s your cue, Hartzell says.
In this issue of PromoPro Daily, we share Hartzell’s thoughts on 6 types of content that do more than educate. Read on for the content that helps you turn curiosity into conversations.
- e-books. Hartzell says e-books are excellent at packaging helpful, relevant information that educates prospects while identifying their interests. Once downloaded, the sales team knows the struggles the prospect may be facing. That insight can fuel a more focused discussion, she says.
- Webinars. According to Hartzell, a well-positioned webinar helps you establish yourself as a thought leader. It also helps you collect a list of engaged, curious prospects. As a promo pro, you can present on topics your prospect may not fully understand, like product trends or sustainable options.
- Contests. You can spark conversations with contests when you design them intentionally. For example, try running a contest where entrants share their most creative or successful campaign. The prize could be a custom merch bundle. Hartzell says you also get fresh leads and detailed context you can use in your outreach.
- Checklists. You could create a checklist on all kinds of topics, like questions to ask before ordering promo or how to prepare for a trade show. When someone downloads a checklist, it’s like they’re saying, “I’m interested in this.” Hartzell says that’s the perfect time for sales reps to follow up with tailored questions or a discovery call.
- Email series. An email series is a powerful follow-up to any content offer. But Hartzell says it’s more than just nurturing, as each touchpoint is a chance to watch behavior. For example, when someone downloads your checklist, they get a follow-up email series. When they click through, consider that a hand raise and reach out.
- Guides. Sharing a guide, like “How to Choose Promo That Works,” can position you as the trusted advisor. Hartzell says guides are great for helping prospects navigate a complex decision while also introducing your company’s approach or methodology. Sales reps can send this type of content after a follow-up or discovery call. Guides are also helpful when re-engaging cold leads.
Don’t create content just to create it. Instead, use it as a tool for your sales team. When done well, content won’t just fill up a resource library but help accelerate your sales process.
Compiled by Audrey Sellers
Source: Emily Hartzell is a VP, senior director for LeadG2, a division of The Center for Sales Strategy that focuses on helping businesses grow through inbound marketing and sales enablement strategies.
