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“Great content is the best sales tool in the world.”

Posted by Cliff Pollan on 12, Jul, 2012

With that statement, “The Sales Lion”, Marcus Sheridan, roared his way into my life for the first time this week.

Anyone who superimposes his photo alongside a magnificent lion on his web site is already someone I want to meet. Marcus is a pool sales guy turned hands-on content marketing guru who obviously has mastered the art of attracting revenue by sharing his expertise.

At last look, the blog post that initially caught my eye had 55 comments! I encourage you to take the time to read Marcus’ entire post: The Incredible Relationship Between Content Marketing and Sales. The thought-provoking question posed by Marcus:

“Why do so many companies fail to integrate content marketing into their sales processes?”

My response:

  1. Why do so many companies fail to integrate content marketing into their sales process? I think that the word “content marketing” has left many people feeling that content is for marketing – getting people to the website and “top of funnel” and it is not as important when the sales person gets involved. The sales person sells on building trust and does not need content to create that bond. What a missed opportunity.This is compounded by the fact that marketing and sales management is not driving how to get the content that marketing is using into the hands of sales people. I am amazed at how many companies have rich content libraries but when you ask the sales people do they use the content they say not much and they do not know how to get at it. They just grab a couple of pieces, often out of date and continue to use it over and over again. Not strategically, just so they have something to send.
  2. Who is doing it well? I admire:

The stars are aligning right now such that content can serve as a bridge to bring sales and marketing together. In the world of content marketing, getting content into the hands of salespeople and helping them effectively use it is an easy, powerful win that will drive more sales. In our work with clients using Postwire, we see firsthand that sharing good content to educate prospects saves precious time for both buyers and sellers by shortening sales cycles–whether selling pools, concrete production equipment, food packaging pouches or expertise like “The Sale Lion”.

Expert salespeople have figured out that great content is the secret sauce for making sales. Share your expertise using Postwire. Sign up for free account at

Photo Credit: Tambako the Jaguar on Flickr

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