Why Your Sales Team Should Invest More Time on
Content Marketing
“Content is king.” (Bill Gates, 1996)
Ten years from now, marketing was mainly driven on advertisements and on
how to push a brand and/or a product in a consumer’s mind. Nowadays, marketing
strategies are evolving to content marketing. This new strategy will focus more
on the consumer’s expectation than on forcing him to purchase. It goes through
catching the attention of the consumer.
In his article Why Your Sales Team
Should Invest More Time on Content Marketing published in February 2016, AJ
Gergich emphasizes the importance of content marketing. Indeed, he states that
on average, consumers are considering more than ten pieces of content before
choosing whether or not they will purchase a product. He adds that in general,
people prefer to select a product by examining its content rather than learning
about an offer from an online advertisement. A lot of marketers has noticed
this phenomenon and nowadays, 88% of B2B companies turned to content marketing
to drive their business.
The author also point out that content marketing should not be only the
priority of marketer, but should also matter to salespeople in order increase
its effectiveness. Indeed, a sales team should be engaged in content marketing
as it directly drives to lead generation. By taking a role in the elaboration
of the content, a salesperson will be able to personalize his approach to
potential customers and meet them in the right stage of the buying process.
Furthermore, 78% of salespeople using social media are surpassing their peers
who are not.
Gergich finally explains why it is important that both sales and
marketing teams works together on content marketing for a better success, as
salespeople are direct brand ambassadors for consumers. It will create a
beneficial situation for the company’s culture as well as for creating a
sustainable bottom line performance.
The sentence from Bill Gates takes all its sense with content marketing.
Indeed, with the recent democratization of medias, people have created a need
to be more proactive than they use to be. It means that they now prefer looking
for content themselves than the content coming to them through advertisements.
This is why it is becoming more profitable for a company to invest itself on a
content of quality rather than pushing advertisements.
Pierre Spinelli
Source:
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