Creating #content is usually marketing’s responsibility, but input from Sales is especially helpful as they have direct contact with customers and provide valuable insights into what content is most effective at each stage of the buyer's journey.
In the awareness stage: Sales can support with educational content that helps to better understand challenges and potential solutions including opinion pieces, industry insights, or other thought leadership content.
In the consideration stage: provide more in-depth information on how products or services solve the problem. Sales can identify common questions or concerns to inspire blog posts, eBooks, or whitepapers, presentations, one-pagers, and comparison charts.
And in the decision stage: Sales often have first hand knowledge of customer challenges, successes, and unique use cases. They can contribute by sharing these stories for case studies and testimonials to help validate your solution.
Aswell as content for each stage of the journey, creating content by #IdealCustomerProfiles and #BuyerPersonas can also help focus on the unique needs and pain points creating more effective content that speaks directly to the potential customers' needs.
Ideal Customer Profiles define the characteristics of the companies that are the best fit for a business's products or services.
Buyer Personas are the people who work for the company and involved in the buying process.
To help with the planning process, you could use one of these free tools which are available from #HubSpot