You probably heard that content marketing is kinda important. All the cool kids are doing it. If you’re doing it right, you probably have learned a lot about which content moves your audience. You’ve got your metrics, you’re optimizing, and you are driving leads to the sales team. Job over, right? Wrong.
I’m not saying any of what you are doing is bad–far from it. But you might be missing an important step–actually getting the sale.
I’ve worked with too many clients that are running bang-up content marketing campaigns that aren’t going the rest of the way to close the sale. Let me explain.
It’s great that you put together your Buyer’s Journey. That you have experimented with content that moves clients from step one to step two. That you’ve analyzed the winning messages and focused more attention on them. Those are all good things.
But you need to take all that learning and apply it to your sales process, too. Have you taken the step of aligning your Buyer’s Journey with the sales funnel in your CRM system? Have you used the analytics to know which content moves customers from step to step in the funnel? Lastly, do you provide your salespeople with that content in your CRM dashboard, so that they can send it to clients to get them to the next step? If you do, your content marketing starts to turn into sales marketing.
