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Content-Sharing Tips for Salespeople

Having access to great content isn't enough. Here are five simple ways for sales reps to effectively share content.

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1. Re-focus your next email

Before you send your next email to a prospect, include a piece of helpful content. Whether it's a recent blog post, a case study or some FAQs, show your prospect that you are helpful and knowledgeable with relevant content. Make this content the focus of the email and even mention it in the subject line. This can spark a conversation with a prospect and give them something to share with their connections.

2. Be relevant

There is a lot of information to process after leaving that prospect meeting, but keep their pain points at the top of your mind. Your follow-up should include content that is relevant to that topic.

This could be content you have at your fingertips or something you need to put together quickly. Below are a few examples.

Here are a few examples of content:

  1. Articles that showcase your expertise
    The sales process in most industries hinges on the trust of potential customers. Your prospects want to know they are choosing an expert. Contributing articles to reputable publications gives you a stamp of approval from a third party and positions you and your company as credible experts.

  2. Case studies and whitepapers that offer value
    You can also show your prospects what it would be like to work with you by sharing case studies of successful clients in similar industries or with similar goals. Seeing success stories from real clients will be a testament to your superior service and will allow prospects to imagine working with you to achieve their goals.

  3. Articles that pertain to a specific email or call
    Re-engage a prospect with an article that addresses something you have discussed or that relates to their specific industry. For example, suppose a prospect is active in the smartwatch industry and you recently read a great analysis about how the Apple Watch will give others in the market a huge boost. Send your prospect an email with a link to this article, and tell him how excited you are. In addition to opening a conversation that the prospect is passionate about, you will also show that you are aware of industry trends and care about their success.

3. Tie content to tracking

Maybe you use a CRM to track actions with prospects, but do you keep track of content there as well? Most CRMs don't offer this capability. Look to platforms like Leadcamp that can help you do this. This will give you a bigger and clearer picture of your prospects' needs and wants. For example, if they have read a few of your blog posts and downloaded a case study, they are showing interest. Look at the topics of the content they are reading, as this may open your eyes to that prospect's mindset. By being so well informed, the first conversation will go much more smoothly for both parties.

4. Use a variety of content

People digest content in many different ways, so offer your contacts different types of content, such as videos, infographics, blog posts and articles. This not only increases the likelihood that a piece of content will appeal to your prospect, but it also shows that you are capable of using many different forms of content.

5. Use trackable links

Email attachments and large files can keep prospects from reading your content. Instead, use a tool like Leadcamp to store and create links to your content. This works for any web page, from blog posts to e-books and videos.

Shortening links and making content easier accessible not only makes it easy for your reader to access your content, but is also trackable so you can see the performance of your content in real time. This means you have access to the number of clicks, views, scrolltime and more. From there, you can refine and revise your content to achieve better results.

Parts of this article where originally published by Kelsey Raymond and Kapost.

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