The Secret to Using Effective Sales Content, with Connor Dube, Episode #81

 

On this episode of #SellingWithSocial, Connor Dube and I explain the critical importance of leveraging effective sales content. Connor is the Director of Sales and Marketing for Active Blogs, and he’s been involved in sales and marketing from a very young age. His insights reach far beyond his millennial years, and you don’t want to miss hearing his stories. He understands the relationship needed between marketing and sales departments like few others do, and he shares the top 3 pillars your content marketing needs to be built on in order for it to be successful. Be sure to give this episode your full attention!

Leveraging Sales Content is Essential, No Matter Your Company Size

Leveraging sales content is one of the best strategies any company or salesperson can leverage to drive engagement. Content should play a massive role in the life of a modern salesperson because it’s a key feature that fuels sales conversations. Buying processes are getting longer and companies employ multiple decision makers that are more informed than ever before. Providing content to prospects allows them to build a trusting relationship with your company, even before they speak to a sales rep.

Connor explains that marketing and sales departments must work together to create sales content that sends the right message at the right time. He says, “They have to be married together because the salespeople are going to win by being able to provide the right types of insights to marketing, and marketing being able to regurgitate that into usable content.”

Follow this 80/20 Rule for the 3 Pillars of Sales Content

From his time managing and training sales teams, Connor has identified 3 main pillars that sales content falls into. Here they are.

Educational content Entertaining content Actionable content

Content marketers and salespeople run into trouble when they start devoting 80% of their content to the actionable pillar. Instead, Connor recommends that only 20% of your content is actionable while 80% is split between the first two pillars. Sales is relational, and educational/entertaining content builds a relationship with a prospect. For the full story behind these 3 pillars and how they can help you improve your sales content game, give this episode your full attention.

Be Persistent! Developing a Following for Your Content Takes Time, but There is a Trick

We have never lived in a better world for using content marketing for sales. But in order to capture the attention of an audience that’s constantly bombarded by noise, you have to approach content marketing in the right way.

Have you considered using LinkedIn native video? It’s one of the best ways to reach new audiences on the platform, and there are a few simple tricks you can follow to make your posts reach even further. When creating a video, make sure you do the following:

Leverage your existing written content into a video message Keep the video under 60 seconds Share your brand and personality

And most importantly, don’t get discouraged if your posts aren’t receiving the amount of engagement you’d like. Connor is adamant about the belief that “consistency is key.” Creating a great cache of online content takes time, but it’s 100% worth the investment.

What if Your Company Doesn’t Produce Content? Use These Strategies

Connor and I both understand and believe in the power of using content marketing for sales. But what is a salesperson supposed to do if their company doesn’t produce content? Connor explains that there are a few different areas to look at when searching for content. Consider recent industry research, market trends, etc. If you start by reverse engineering what types of content will provide the most value for your prospects, you’ll discover finding and developing sales content is much easier than you think. For the full story behind why content marketing can change the way you approach sales, don’t miss this episode.

Outline of This Episode [1:04] Connor understands marketing and sales like few other millennials do [11:30] Leveraging sales content is essential, no matter the size of your company [18:58] Your content marketing should fall into one of these 3 pillars [20:45] This video marketing strategy will improve your visibility on LinkedIn [27:39] We’ve never lived in a better time for content marketing [30:55] A personalized prospecting script will help you secure better connections [33:40] What if your company isn’t involved in developing content for marketing? Resources Mentioned Connect with Connor on LinkedIn Follow Connor on Instagram: @Connor_Dube Podcast: Mile High Mentors #VengresoVids on LinkedIn Renewal by Andersen windows Connor’s all-time favorite movie, “Avengers: Infinity War” Social Business Engine Podcast - Bernie Borges Connect with Mario! www.vengreso.com On Facebook On Twitter On YouTube On LinkedIn

Subscribe to Selling With Social

Apple Podcasts | Stitcher | Google Play | Google Podcasts