Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

How to Use Sales Insight to Become a Better Content Marketer

How to Use Sales Insight to Become a Better Content Marketer Blog Feature

April 11th, 2014 min read

How_to_use_sales_insight_to_become_a_better_content_marketer_Having grown up with two older brothers, I know a thing or two about sibling rivalry. 

What I've found is that the relationship between sales and marketing departments is reminiscent of that same competitive mentality we shared.

But if that's the case, we're all still family at the end of the day, right? Why can't we all just get along?

Rather than push and shove, it's important for both teams to recognize that aligning their efforts will actually translate to more growth for the business

So content marketers, this one's for you. It's time to squash the beef and pay the sales room a visit. They're pretty insightful and I've got a feeling you could learn a thing or two.

Improve Your Content Performance

For someone who isn't creating content on a regular basis, it might be easy to brush off the creative process. Sure, they see the physical content but they don't understand the planning, cups of coffee, revisions, PG-13 profanity, and strategic direction that go into bringing it to being. 

There's always a push for quantity. Sales needs more resources to carry out their calls more effectively, but they have trouble understanding that quantity and quality don't happen overnight.

Coming up with topics and angles takes time. We want to be sure that the content we are pouring ourselves into will resonate and work towards advancing a specific goal. But what we're not realizing is that sale's intelligence can help us come about this topics and angles more quickly

Your sales team has a really strong understanding of what prospects are thinking about, worrying about, and asking about. This is the type of information we need to nail down our personas, and start shaping content concepts that matter. Concepts that generate leads and work towards nurturing them in the most efficient way possible.

Sure, we can gather insights from page views, CTA conversions, and comments on our archived blog posts, but our sales teams are out there communicating with prospects on a daily basis. They know the questions being asked which means they can help you come about a content concept that addresses the challenges that people are looking to overcome. 

Establish a Distribution Strategy

Every minute of the day 571 new websites are created, WordPress users publish 347 new blog posts, Twitter users send over 100,000 tweets, Facebook users share 684,478 pieces of content, and Instagram users share 3,600 new photos. (Source: Mashable)

While creating an extensive library of high quality content is important from both a marketing and sales standpoint, perhaps we need to focus more on how we will distribute it. How will we as marketers insure that it doesn't get lost in the noise?

Sales wants us to put forth content that is optimized and can be easily found by prospects so that they can move them further down the funnel, but in order to do so, we have to know where they are hanging out.

Do you see where I'm going with this now? Sounds like another opportunity for a smarketing conversation.

By sitting down to talk about what they have been able to uncover in terms of popular platforms being used by prospects, marketers can learn a lot about how and where we should be positioning our content.

Rather than push out content on channels where our ideal customer may or may not be hanging out, we can use sales intelligence to come up with a strategy for posting to channels where they are more likely to pick up the content, share it, and engage with it. 

Photo Credit

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE