Your 24/7 Salesperson: How Strategic Content Drives Business Growth

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By Buddy Hallvant

Table of Contents

Customers have changed how they buy. They’re doing their own research, comparing options, and making decisions before speaking with a sales representative. This shift presents both a challenge and an opportunity for businesses.

Businesses need owned media – tireless, always-on business assets.

Imagine having a salesperson who works 24/7, never takes a vacation, and can engage thousands of potential customers simultaneously. That’s the power of well-crafted content for your business.

Understanding Content as a Salesperson

Content naturally guides customers from discovery to decision

Think about how you make purchases. You probably start with a Google search, read some articles, maybe watch a video or two.

At each step, you’re interacting with content. Now, imagine your business providing that valuable information at every stage of the customer journey. It’s not just about creating more—it’s about creating what’s missing. By identifying and filling content gaps, you ensure that your customers find the answers they need, precisely when they need them.

“Make it once, use it forever.” 

One of content’s most potent qualities is its longevity. Unlike a traditional ad campaign that stops the moment you stop paying, a well-crafted piece of content can continue working for your business for years.

It’s the ultimate “make it once, use it forever” asset.

For example, a comprehensive guide about your industry can:

  • Attract potential customers searching for information
  • Showcase your expertise and build trust
  • Answer common questions, saving your team time
  • Be shared across multiple platforms, extending your reach
  • Continue to bring in leads long after it’s created

This approach turns your content into a durable business asset that appreciates over time, much like a good investment.

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Addressing Business Challenges with Strategic Content

Strategic content can solve several common business challenges naturally and efficiently. It’s the tool that can address a myriad of business challenges, often more effectively than traditional methods.

Prompting Profitable Customer Actions

The true measure of content’s sales power lies in its ability to prompt action. When a piece of content consistently leads to demo requests or consultation bookings, it’s clear that this digital asset is performing its sales role. These direct responses are the digital equivalent of a handshake that begins a promising sales conversation.

Standing Out in a Crowded Market

Where a standard ad might be glossed over, a thought-provoking article or an insightful video can stop a potential customer in their tracks. It’s not just about telling them you’re an expert; it’s about demonstrating that expertise in a way that resonates. 

When a cybersecurity firm publishes an in-depth analysis of emerging threats, they’re not just sharing information—they’re positioning themselves as the go-to authority in their field.

According to a 2021 Edelman Trust Barometer report, 59% of respondents said they trust technical experts, making demonstrations of expertise a powerful tool for building credibility and trust.

Answering Questions Before They’re Asked

Great owned media content proactively addresses customer queries. By anticipating and answering common questions through various content pieces, you’re removing barriers to purchase and building confidence in your brand.

Start by listening. What questions are your customers asking at different stages of their relationship with your business? A gap often exists between what you think customers want to know and what they’re actually seeking. Regularly reviewing customer inquiries, sales team feedback, and industry forums can reveal these crucial information needs.

Attracting Customers Organically

Traditional advertising is often tuned out. Owned media content offers a way to attract customers naturally. Instead of shouting for attention, it draws interested prospects to you. A regularly updated blog or an engaging podcast becomes a beacon for your target audience, bringing in high-quality leads who are already engaged with your brand.

This inbound method costs 61% less on average than outbound marketing and often results in higher quality leads who are already engaged with your brand.. What’re more is creating content can be scaled up without proportional cost increases.

Improving Customer Retention

Where customer acquisition costs continue to rise, retention becomes ever more critical.

By providing ongoing value through informative, relevant content, you keep your business top-of-mind and continue to demonstrate your worth long after the initial sale. This nurturing can lead to increased customer lifetime value, referrals, and a more stable revenue base.

Simplifying the Complex

For businesses with complex offerings, the challenge often lies in helping potential customers understand the value quickly and clearly. Content allows you to unpack this complexity into digestible forms, guiding prospects from basic understanding to sophisticated appreciation.

An explainer video, for example, can transform a daunting decision into a confident choice, smoothing the path to purchase.

Measuring Content Performance

Numbers tell stories. Just as you’d evaluate the performance of your top salespeople, assessing your content’s impact is crucial to understanding its true value as a business asset.

Beyond Vanity Metrics

While page views are nice, actions are better. Are readers reaching out for more information? Signing up for newsletters? Requesting demos? These tangible actions indicate your content is doing its job – moving prospects closer to a sale.

Listen to Your Sales Team

Sometimes, the best insights come from the front lines. When prospects mention specific articles or videos during sales calls, it’s a clear sign your content is influencing decisions. Encourage your sales team to share these valuable nuggets of feedback.

The Long Game of SEO

While immediate conversions are gratifying, don’t underestimate the long-term value of SEO performance. Improved search rankings for key terms can significantly increase your content’s reach over time. This compounding effect turns your best pieces into evergreen assets that continue to attract and nurture leads long after publication.

Conversion Pathways: Connecting Dots

Attribution models help paint a clearer picture of how different content pieces work together to drive conversions. First-touch attribution might highlight your best top-of-funnel content, while last-touch shows closers. Multi-touch models reveal the often-unsung heroes in the middle of the journey that keep prospects engaged.

The Proof is in the Pipeline

Ultimately, your content should be filling your sales pipeline. If you’re seeing an uptick in qualified leads or shorter sales cycles, chances are your content is playing a vital role.

Remember, measuring content isn’t about perfection – it’s about improvement. Use these common-sense indicators to continuously refine your approach, ensuring your content becomes an increasingly effective sales tool over time.

Content As Your Competitive Edge

Owned media represents a strategic asset that can set your business apart in ways traditional advertising never could. By consistently delivering value through your content, you create a unique voice and position in your industry that competitors can’t easily replicate.

Content as a Reflection of Customer Understanding

Remember, effective content isn’t created in a vacuum. It’s a reflection of your deep understanding of your customers’ needs, challenges, and aspirations. By consistently delivering value through your content, you’re not just selling a product or service – you’re positioning your business as a trusted advisor and industry leader.

Content Strategy as a Core Business Function

As you move forward, view your content strategy as a core business function, not just a marketing tactic. Invest in it, nurture it, and watch as it becomes your most tireless, efficient, and effective salesperson. In the digital age, where information is currency, your content isn’t just part of your business strategy – it is your strategy.

The Compounding Value of Content

The true power of content as your 24/7 salesperson lies in its ability to adapt and grow with your business. Unlike traditional sales methods, content compounds in value over time. A well-crafted piece continues to attract, engage, and convert long after its creation, providing an unmatched return on investment.

While the exact ROI of content marketing varies, its long-term value is clear. Unlike traditional advertising, which stops working when you stop paying, content continues to attract and engage potential customers for years.

This compound effect can lead to improved search engine rankings, increased brand authority, and a growing base of loyal customers – all of which contribute to sustainable business growth.

The Future of Business Growth Through Content

Good content works relentlessly to showcase your expertise, address customer pain points, and build the trust necessary for lasting business relationships. It compounds in value over time, continuing to attract, engage, and convert long after its creation.

But perhaps most importantly, your content is uniquely yours. It’s a reflection of your brand’s voice, your industry insights, and your deep understanding of your customers’ needs. This is what sets you apart in a crowded market—not just what you sell, but the value you provide through your content.

The businesses that harness this power are the ones that will thrive in the coming years. They’ll build stronger connections with their audience, drive sustainable growth, and establish themselves as trusted authorities in their fields.

Ready to transform your content into your most valuable business asset? Discover how we can help you create a content strategy that sells. Your future success story begins with the next piece of content you create.

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