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Good content is usually filed under marketing, but the truth is that it's the hardest-working member of your sales team. Content doesn't take breaks. It's there whenever a customer has questions about your products and services.
Whether a customer is reading an online article or browsing your website, quality content should always be available to them.
Good content keeps working after the office closes.
Quality content answers your customers' hardest buying questions. What makes your products and services better than the alternatives? What options are available? What should I expect to pay? What does the warranty cover? How do I qualify for financing?
Most companies would rather have a real person answer those questions, out of concern about revealing too much to competitors. But in a content-driven economy, withholding that information costs you sales and frustrates potential customers. Think about your own buying habits. Your customers are no different. Let your content make your job easier and the buying process simpler for them.
A content-rich website matters. So does having other websites feature your products and services. If potential customers don't know your brand yet, a well-placed editorial piece on an industry publication's site may be where they start. From there they'll make their way to your site, watch a few of your videos on YouTube or TikTok, look for project photos on Facebook or Instagram, and that's where you get to engage with them on a more personal level.
That probably describes a lot of your own online habits, which is why content is so critical to the sales process. My advice: invest in content and make your sales team's job easier.