--- title: Should Sales Participate in Writing for Content Marketing? description: Should salespeople participate in content creation for your B2B marketing strategy? We explore if, and how, sales should (or shouldn't) have input. image: https://www.trendingupstrategy.com/hubfs/Blog_Photos/should-sales-participate-in-content-creation.jpg --- [![Trending Up - Logo - Horizontal - Color - Inverted copy](https://www.trendingupstrategy.com/hs-fs/hubfs/logos/Trending%20Up%20-%20Logo%20-%20Horizontal%20-%20Color%20-%20Inverted%20copy.png?width=210&height=70&name=Trending%20Up%20-%20Logo%20-%20Horizontal%20-%20Color%20-%20Inverted%20copy.png "Trending Up - Logo - Horizontal - Color - Inverted copy")](https://www.trendingupstrategy.com/) - [SALES-READY WEBSITES](https://www.trendingupstrategy.com/automated-sales-machine) - [SALES & MARKETING STRATEGY](https://www.trendingupstrategy.com/marketing-strategy-for-specialty-manufacturers) - RESOURCES - [BLOG](https://www.trendingupstrategy.com/manufacturing-blog) - [FREE RESOURCES](https://www.trendingupstrategy.com/manufacturing-marketing-resource-center) - [MARKETING ROI CALCULATOR](https://www.trendingupstrategy.com/roi-calculator) - [CASE STUDY](https://www.trendingupstrategy.com/conveyor-system-manufacturer-case-study) - CONTACT - [CONTACT US](https://www.trendingupstrategy.com/contact) - [CAREER CENTER](https://www.trendingupstrategy.com/career-center) - [FREE MARKETING ANALYSIS](https://www.trendingupstrategy.com/personalized-marketing-analysis-video) ## Smarketing Blog ## Should Sales Participate in Writing for Content Marketing? by [Jenna Orrock](https://www.trendingupstrategy.com/blog/author/jenna-orrock)![](https://www.trendingupstrategy.com/hs-fs/hubfs/IMG_1160%20square.jpg?width=35&name=IMG_1160%20square.jpg) June 1, 2016 - [Tweet](https://twitter.com/share) As content marketing becomes a more important part of your B2B marketing strategy as a whole, traditional roles of sales and marketing teams are being revised. ![Should sales participate in content creation?](https://www.trendingupstrategy.com/hs-fs/hubfs/Blog_Photos/should-sales-participate-in-content-creation.jpg?width=400&name=should-sales-participate-in-content-creation.jpg "Should sales participate in content creation?")You probably already know that, to capture the greatest online visibility, sales and marketing teams need to work together – continuously refining the enterprise’s understanding of prospects and what they want, and developing better ways to engage with them. It also means sharing content from all over your organization that a prospect will find helpful to their purchase decision. But that raises a question: *Should the sales team be involved in content creation?* ## Sales Needs to Participate in Shaping the Buyer Journey ... Depending on who you believe, prospects are between 50% and 80% done with purchasing decisions before they reach out to sales. There are many reasons for this, but some of the most influential are: - Decision-makers simply don’t want to be “pushed” into a sale until they are ready. - B2B decision-makers are involving more of their colleagues in purchase selections. - Both B2B and B2C buyers have more sources of information to consult than ever. With all that in mind, the sales team only has the opportunity to speak with a fraction of your prospects – usually, the ones you’ve built trust and rapport with through your web content. The direct interactions between sales and prospects are, thus, incredibly important to shaping your [content strategy](https://www.trendingupstrategy.com/content) and your marketing approach at large. ## ... but Sales Pros Don’t Always Need to *Write* Web Content Not all sales professionals have the technical competencies to [develop website content](https://www.trendingupstrategy.com/content). That’s okay. What’s most important is that they have a voice at the table when the marketing team is designing its approach to prospects. Content needs to speak with the voice of the enterprise – and salespeople know what prospects’ concerns are. If you want content to have a familiar, trustworthy voice, it needs to answer those concerns. Here’s how to leverage salespeople – and their expertise - in that process: ### *Let Them Share First-Hand Insights* ![Listening to sales helps guide marketing strategy.](https://www.trendingupstrategy.com/hs-fs/hubfs/Blog_Photos/listening-to-sales-helps-marketing-strategy.jpg?width=400&name=listening-to-sales-helps-marketing-strategy.jpg "Listening to sales helps guide marketing strategy.")Salespeople have the unique chance to gauge prospects’ reactions and see how those reactions are *changing* compared to last week, last month, or last quarter. Thus, they can pinpoint trends before they become big enough for the rest of the enterprise to notice. Of course, not every buyer quirk is important, but sales reps should be encouraged to share what they’re seeing; when an observation comes up again and again, it could be the flurry of snowflakes before an avalanche. ### *Let Them Codify Prospects’ Worries* Prospects’ attitudes may change over time, but some concerns will remain consistent for months or years. Salespeople are bound to hear some questions constantly, so let them use that knowledge to your advantage. Have them list the top ten objections they always seem to hear from prospects so the [B2B marketing content strategy](https://www.trendingupstrategy.com/content) can build substantial, satisfying answers around them. The content will strengthen sales’ ability to address those issues. ### *Give Them a Voice on Your Platform* You don’t have to have a “writing background” to be a good writer. Not all sales reps will want to dive into the content side, but those who do should be encouraged. Why? It’ll not only build their confidence and give them deeper knowledge about your products, but also let them have credit where credit is due when it comes to thought leadership. **When prospects see your sales team producing thoughtful, engaging articles, it builds credibility.** Don’t limit them to blog posts, either: social media networking can really amplify your content’s visibility, and salespeople have the largest networks typically, so use them! When all is said and done, the most important part of effective selling is *listening* to prospects as they tell you their needs. Attentive sales pros can tell you what they've heard so your content – the voice of your enterprise – is tuned into those core concerns. [![What's Inbound Smarketing? Learn More in this Quick Guide.](https://no-cache.hubspot.com/cta/default/404404/88291c9a-78f9-449d-b548-31cb92e063a1.png)](https://cta-redirect.hubspot.com/cta/redirect/404404/88291c9a-78f9-449d-b548-31cb92e063a1)   Topics: [Content Marketing](https://www.trendingupstrategy.com/blog/topic/content-marketing) [Marketing for B2B](https://www.trendingupstrategy.com/blog/topic/marketing-for-b2b) [Improving Close Ratio](https://www.trendingupstrategy.com/blog/topic/improving-close-ratio) ### About the Author: ### [Jenna Orrock](https://www.trendingupstrategy.com/blog/author/jenna-orrock) ![](https://www.trendingupstrategy.com/hs-fs/hubfs/IMG_1160%20square.jpg?width=100&name=IMG_1160%20square.jpg) Jenna Orrock is a co-founder of Trending Up Strategy. Her driving passion is to help Manufacturing Businesses become better at sales, marketing, and smart business growth. Working with innovative business owners and engineers to attract their target audience to them is the best part of the job. Jenna's entrepreneurial spirit and adrenaline-filled personality fuel her success as Director of Sales and Marketing at Trending Up. She bleeds green and gold during football season, loves to travel, raft, fish, snowboard & hunt. In addition, she is often found delighting her friends and family with her culinary skills. [Facebook](http://www.facebook.com/jenna.engel.98) [LinkedIn](https://www.linkedin.com/in/jennaengel/) [Twitter](https://twitter.com/engeljenna) [Website](https://www.trendingupstrategy.com/blog/author/jenna-engel) ## Something Powerful ### Tell The Reader More The headline and subheader tells us what you're offering, and the form header closes the deal. Over here you can explain why your offer is so great it's worth filling out a form for. Remember: - Bullets are great - For spelling out benefits and - Turning visitors into leads. ### About The Trending Up Blog On our blog, we'll share our passion and energy for strategy, inbound marketing, selling, and growing businesses. We hope you'll do the same! Here's what to expect from our blog: - The best ways to accomplish your growth goals - News & updates on the digital industry and what it means for you - How to keep *trending up*. 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