If you develop the most fantastic piece of compelling sales content, and neither the prospect nor their boss reads it, did it make an impact?

We all know that nearly 2/3s of content developed for the sales team goes unused.

We also know that much of the content shared with prospects is never read or shared.

How can you avoid being that creator of junk content that no one ever reads?

1. Know Your Audience

Many people get caught up in the actual writing of the content – as in, typing the words out – and they don’t realize that there’s a lot of important work to do before you even start putting words into a document. 

The most important thing you can do to write compelling content for your audience is to write every sentence with them in mind. 

Who are they and what are they looking for? 

How can you capture their interest and give them the information they are looking for? 

When you tailor your content to the specific people you’re looking to reach, your content will instantly be more compelling and you won’t waste time creating the wrong types of content! 

2. Stay Clear & Concise

If you think big words and complex sentence structures will impress your customers, think again. 

People appreciate clear, concise, easy-to-read content. 

Your customers are busy and don’t have time to waste on dense copy. 

Your goal should be to convey your point in simple, plain language that buyers can understand at a glance. 

3. Stay On Brand 

Customers want to know what to expect from a brand. There’s a lot to be said for predictability and familiarity. 

So, keep that in mind anytime you’re writing sales content, whether it’s an email, website copy, or a social media post. 

Your brand may embrace a lighthearted, humorous tone or a professional, serious tone – or somewhere in between. 

It may focus on a specific niche or it may have a wider range of pertinent topics. 

Whatever your brand is, try not to stray too far from it when writing sales content. 

4. Keep the Content Coming

For marketing teams, even if you write the best blog post in the world, it won’t do your company much good if it’s sitting on your website for months with no fresh new blogs linking back to it and no social media posts pointing people towards it.  

As you work to create a consistent flow of evergreen content, think about all the stages of the buyer journey as well as changing trends that could influence what your customers are interested in. 

Write compelling sales copy for each stage of the journey. 

Explore new topics and focus on cutting-edge new trends. 

This will make it easier to keep the compelling sales content coming! 

5. Use Metrics to Ensure You’re On Track

Sometimes it can be hard to know what your customers need. 

Instead of guessing at what type of sales content works best for your audience, you can use real-life data to get valuable information about what your customers will find the most compelling.

All Bigtincan products (Content Hub, Engagement Hub, Learning Hub) provide deep insights into what content is being used and shared and what content is setting on the shelf.

Suppose you take advantage of our CRM integration

In that case, data on your buyers enriches the information you have to make better decisions and serve your prospects and customers the content they need to be successful -- helping your business be successful as well.

Now, go forth and write compelling sales content! 


If you have questions, contact us here.