By Scott Salkin, Allbound
Do you remember when we talked about how 2016 was going to be the year of content marketing? Well, more than a year has passed since we wrote the blog in question—and content marketing is still, undoubtedly, a key component to channel sales success.
And we don’t think this is changing anytime soon. Why is that?
For starters, buyers have changed and the customer now leads the sales process. Technology empowers the consumer, content is everywhere, and many consumers simply don’t trust traditional advertising and marketing techniques. These days, to sell in the channel, it’s critical to leverage marketing content that engages with your customers.
The right content can transform sales reps into teachers. They become sources of information, rather than someone who simply repeats a tagline. They become problem solvers who understand the challenges that their prospects face. They become coaches who are equipped to understand their prospects’ strengths and weaknesses—and encourage them to think differently. And by championing the right content, they become thought leaders.