One vital, but often overlooked, component of Inbound is sales content. While content marketing is essential for attracting visitors to your site in order to turn them into valuable leads, it’s sales content that’s ultimately responsible for turning leads into customers by selling them your product.
When people talk about the types of content used to sell a product, they’re usually talking about marketing content, which is often free content that implicitly directs audiences toward your product. While this assumption is not entirely incorrect, it’s missing an important piece of information, as marketing content does not explicitly advertise what you’re selling: that’s what sales content is for.
Sales content, meanwhile, is what you use when a prospective client is in the decision stage of their buyer’s journey. At this point, the buyer knows what their problem is and knows there are options available that will solve it. It’s up to you and your sales content strategies to sell the buyer on your specific solution.
Good sales content is built on confidence. When used well, it acts like a billboard that advertises all of the ways your offer is the most valuable one on the market. It facilitates and grows your brand’s sales enablement, communicates urgency and directs people toward a purchase, and is used to connect emotionally with prospects by showing them the most effective way to overcome their individual problems.