If you’ve been following our blog for some time, you’ve noticed that we vary a lot in authors and the reason for this is not because we receive many guest posts, quite the opposite. The truth is, content marketing is part of our overall strategy as a company, not just our marketing department.
The possibility of delivering to our client’s different points of view and contents in depth made us decide, from the beginning of the company, that all members should write. And the reality is that if this wasn’t part of the OTB culture, in addition to something encouraged by managers, it probably wouldn’t have gone ahead as desired.
Why should your sales team write?
Reasons abound, that’s the truth. I chose the main ones and also the ones that are already an argument to convince your team. I’ll explore the convincing part itself at the end of the text.
1. Organic traffic
While attracting organic traffic itself shouldn’t be the focus of your sales team’s texts, as they will usually be middle or funnel-bottom texts, it’s a point to consider.
By addressing long-tail keywords, you can organically attract more qualified readers to your blog. This will help to shorten the cycle of inbound marketing, which in theory won’t need to nurture that lead through every step, as a lead attracted to a funnel-top text does.
2. Content depth
What’s the difference between a good copywriter and an expert writing on a particular subject? Naturally, the specialist will write something deeper and more actionable, as this is what is expected of a text from someone with real knowledge, as opposed to someone who has superficially studied the subject.
If you want to make a good impression on your readers, you can be sure that the longer and more quality texts will help you with that, and it will probably not be a person without knowledge about a particular subject who will write it.
The search for authority is one of the pillars of content marketing. If your content doesn’t lead your company to be positioned as a thought leader, then something is wrong.
The mad rush for organic traffic has caused many companies to end up sacrificing “authority generation”. Traffic helps bring in readers, but it’s the authority that will help you make sales. And authority is somewhat subjective.
Anyone who is connected to international blogs knows how companies like Marketo and Hubspot, which are SaaS in the inbound marketing business, generate their authority through their blogs. When you hire a service from them, you know you are hiring the best and you can rest assured that you made a good decision. It’s this kind of feeling your customer should feel when they buy your product!
Have you ever thought about talking to that salesperson who wrote the text that helped you overcome a problem in your company? This is rapport generation of the strongest. After all, you already know that the seller is good, you have the knowledge, and he has already helped you with something before.
This situation will only happen when you understand your audience well and draw your persona well. It is necessary to know the problems that your persona suffers to solve them with your texts. It’s content marketing, it needs to have value and be targeted. If it is done by your salesperson, it will definitely help you in sales.
Convince your sales team
I believe I’ve already convinced you that this is necessary, right? You probably already knew that it would be nice to get the team to write, but you didn’t imagine the rewards this would bring to your company. Now let’s get to the hard part, how to convince them:
For some, this is the most obvious form of encouragement, especially since they are salespeople, who are primarily money-driven. Not that the other professionals aren’t, but a salesperson is an even more mercenary 😛
This option can be ideal for a tough team with a lot of knowledge to share. The truth is that not all managers are able to create an organizational culture that encourages information sharing. If this is your case, use this shortcut and spread the knowledge!
For new companies, this is the coolest and cheapest way. Create a culture of knowledge where everyone studies and shares it, either internally or with customers. This will greatly strengthen your company, leading to the points I highlighted in the first part of the text.
OTB fits this profile and has been cool. Time is often our enemy, but we define that each member must write at least 2 texts per month, with subjects defined by themselves. So the commitment comes from them and there is the facility to write about subjects that they dominate and study.
3. Your company’s global strategy
At this point, there is no remuneration or knowledge culture. You have to do it because it was stipulated and it is an activity like any other.
It’s certainly not the smoothest path, but it also works, right? Because this is something so important, professionals need to be involved in some way. If he is forced into something, the chance of the text being of poor quality is great. So you need to be flexible in the beginning if you plan to deploy that way.
4. Personal brand
Your sales professionals probably don’t think about retiring from your company, right? The market trend is that professionals, when good, receive job offers elsewhere and thus grow professionally (and in terms of salary).
Content is a form of self-promotion and personal brand development. It touches the knowledge of a particular professional, making him even more desired by other companies.
This argument is especially convincing. Probably your company will not have the vacancy that the professional wants to move up in the career in the medium/long term and therefore he will have to look elsewhere. Be a coach leader and make him think about his career… and convince him to write 😀
Content marketing is something very democratic and its production should be too. Thinking of marketing itself as something isolated in a department is a thing of the past, mainly because it is so related to sales (it always has been).
Humanizing brands is showing who the people behind everything are. Since salespeople are the front line, especially for outbound sales, build their personal brand and strengthen your company. It’s a win-win.