Content Selling Metrics: A Marketer’s Perspective
The first learning from Content Marketing was simple. Communicate relevant, engaging, challenging, and useful messages to prospects and they will advance in their buying journey. Communicate generic, ineffective, or no messages to prospects and they will go to someone who cares.
That insight is nicely reflected Gary Vaynerchuk’s “Jab, Jab, Jab, Right Hook” approach. If sales and marketing expect prospects to give their attention, they need to start by giving them something of value. But as we know from Forrester data, prospects rarely see any value in the sales people they engage with. They only see yet another vendor “checking in” and asking for an order.
Content Marketing Leads to Content Selling
That’s why we see Content Selling taking hold. Content Selling is an approach to getting the most relevant sales material and messages into prospects’ hands at the right time. Basically taking Content Marketing’s approach and applying it to conversations between sales people and prospects in the middle and bottom of the funnel.
When sales people are equipped with the right messages for their prospects they become instantly more valuable in the eyes of prospects. So, increasingly Content Marketing experts are identifying ways to make it easy to get the best content for particular sales engagements to sales people.