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Content marketing is for salespeople, too

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.

Mike Moran

Mike Moran is a Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also served as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website,, most recently as the Manager of Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He was a Senior Fellow at the Society for New Communications Research and is now a Senior Fellow of The Conference Board. A Certified Speaking Professional, Mike regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide

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