Should You Include Your Sales Team in Your Content Marketing Strategy?

Should you include your sales team in your company’s content marketing strategy?

We say: absolutely, yes!

Why? Well, who knows your prospects and customers better than your sales team? And who understands the features and benefits of your product or service better than your sales team?

We believe that your sales team is an incredible resource for your content marketing strategy. Read on to explore more.

Your Content Marketing Strategy

First, let’s talk a little bit about what a content marketing strategy actually is. In a nutshell: your content marketing strategy is what’s going to drive traffic to your website.

Your strategy should include:

  • SEO keywords
  • A blogging schedule
  • Other content: eBooks, whitepapers, webinars, podcasts – anything that falls under the “call-to-action” category

Why Involve Sales?

You might be thinking: why does sales need to be involved in this? Isn’t all of the above the responsibility of my marketing team? Aren’t they the ones that come up with these ideas, produce, and publish content?

Yes, it’s true that the above is typically the responsibility of marketing teams. However, involving your sales team in this process will make your content marketing strategy even stronger.

Here are a few ways to include your sales team in your content marketing strategy:

Keyword Research

Marketing teams have incredible tools at their fingertips today. With Inbound marketing platforms like Hubspot and Marketo, and resources like Google AdWords, determining which keywords are best for your content marketing strategy is relatively easy.

We are able to see that a keyword like “sales best practices” gets 210 searches per month. What’s not so easy? Knowing who is searching for that keyword. Is your ideal buyer persona searching that keyword? And if they are searching for that keyword, is it because they are simply gathering information? Or are they looking to make a purchase?

That’s where your sales team comes in. You see, your sales team has something that your marketing team might not have: personal relationships with prospects and clients. Your sales team is in the trenches day-in and day-out. They have their ears to the ground in an intuitive way. And they also have the relationships necessary to ask for help.

So how might you involve your sales team as you’re creating your content marketing strategy? Well, all you’ve got to do is ask! Ask your sales team to call your very best clients and ask them the following:

  • When you were searching Google for companies like mine, and were ready to make a purchase, what keywords did you search for?


Many people are under the impression that blogging is hard. They like to say things like, “I don’t know how to write!” or “I’m not a writer.” I say: it’s all head trash!

Listen, anyone can write. Let me repeat: anyone can write!

The beauty of blogging is that it’s meant to be simple. You’re not asking your team to write Pulitzer Prize winning exposés here! The tone for blogging is much different than other writing genres. It’s all about being clear, conversational, and to the point. Like what you’re reading here! (Do you feel me talking to you? Because I’m talking to you!).

So, what should you look for when you ask your sales team to contribute to your company’s blog? Well, you’re looking for valuable content for your readers—content that will help your audience to improve, grow, learn, or discover something new. And we believe that your salespeople are subject matter experts. They are the ones that understand your prospects and clients, after all!

Content Creation

As if SEO keywords and blog contribution weren’t enough, your sales team is also an incredible resource for other content creation!

Does your marketing team create infographics? Have your sales team feed them copy based on their experiences in the field.

How about eBooks and whitepapers? Ask your sales staff to contribute in this area too!

Want to expand to webinars and podcasts? Sign your salespeople up as moderators and have them interview their prospects, clients, or others in their network.

Aligning Your Teams

Your sales and marketing teams are so much more powerful together than they are apart. I hope the above has given you some food for thought, and that you encourage your Director of Marketing to include your sales team in your content marketing strategy.

And one final thought to make collaboration easier: use your Sales PlayBook! It’s the perfect place to create and manage your content calendar, assign bloggers, and manage scheduling.

The ULTIMATE Sales PlayBook Guide

By | 2017-08-02T10:41:23+00:00 August 2nd, 2017|Sales Leaders|0 Comments

About the Author:

Rebecca Smith is the Director of Marketing at Criteria for Success. She writes about sales, sales leadership, social selling best practices, time management, and anything related to helping others discover success. Be sure to say hi on Twitter @RebeckerSmith.

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