Without a doubt, content fuels your sales pipeline. At least it should.
Whether it’s snackable content for easy consumption, or “heavy” content for persuading peeps to buy from you, your content marketing goals should align with the sales pipeline.
Content marketing is one of the main parts of maintaining a healthy sales pipeline. Whether you’re trying to reach potential customers who haven’t yet heard of your brand or those who are just a small nudge away from making the purchase, creating and distributing the right type of content is crucial.
This specific post breaks down the different stages of buyers and the different genres of content that cater successfully to each one. These stages of content can be broken down into three categories:
1. Awareness content, like blogposts, social media content, and presentations;
2. Consideration content, like case studies and white papers;
3. Decision content like sales collateral, pricing information and product demos.
Another notably important part of the content marketing aspect of the sales cycle that’s pointed out here is post-close content. Even after the deal is sealed, it’s important to make sure that the customer is happy and informed on what he/she can be doing to make the most out of your product, as well as leaving the potential for an upsell wide open.
This may sound like a lot of work, and I’m not going to be the one to say that it isn’t, but there are many ways to keep the content stream consistent for each of the three aforementioned themes. Getting employees across the organization involved in content marketing is one of them, along with curating third party content to fill in the spaces between content created by your marketing team.
To start populating your website and feeding your content marketing needs with quality curated content, get a demo of Scoop.it today.