How to Use Marketing Content to Drive Sales

How to Use Marketing Content to Drive Sales

Your sales rep’s job is not easy. In many cases, they’re trying to tackle a large number of tasks at once, and sometimes for a single client, including the following:

  • Qualifying leads
  • Product demos and education
  • Creating custom deals
  • Overcoming objections
  • Generating and signing contracts
  • Setting up onboarding
  • Tracking sales performance

They’ve got a big job, and the reality is that they likely need a lot of content to help sell more. In many cases, content that the market team has already created to attract and nurture leads can fill that void… but they just need to know that it exists, where to find it, and potentially how to use it.

That’s what we’re going to talk about today: How to help your sales team use the high-quality content that your team has already created to make their own jobs a little easier (and potentially more effective).

The Problem with Sales Neglecting to Use Marketing Content

Most companies have an abundance of content-based assets. They aren’t all equal; some may be incredibly high performing, others may be trash for the purpose of driving sales, and others still may appeal to only certain types of buyers.

And a lot of this content might actually be helpful at different points of the sales process.

I work with an advertising agency, for example, that will send users SEO-content we’ve created to help clients review different types of ads and the pros and cons of each.

And you may have clients asking about a certain use case of a product— like using a tool like HubSpot for email marketing— and have a blog post or video already made and ready to use for that purpose.


The problem is that in many cases, sales doesn’t know this content exists. And even if they want to see if it does, they may not know where to look or how to find it.

Marketing is likely already working with sales on some content, but it will typically be for things like demos, sales sheets, brochures, and battle cards. Content that’s considered “marketing” and not “sales” isn’t something they think to share or that sales thinks to ask for.

Why Sales Doesn’t Often Have Use Marketing Content

There’s one big, almost all-encompassing reason here: Marketing is likely already working with sales on some content, but it will typically be for things like demos, sales sheets, brochures, and battle cards. Content that’s considered “marketing” and not “sales” isn’t something they think to share or that sales thinks to ask for.

Sales people do need great content to help secure conversions, and if it’s already made, that’s a massive benefit.

But even if they know your brand has extensive resources, they often can’t find good content because they don’t know where to look.

As a result, they:

  • Use old, weak content that does them no favors
  • They use no content at all and wing it, which can take a massive amount of time
  • Sales makes the creative team generate new content, which is a massive waste of productivity

And because of this, you can end up with an underprepared sales team, which leaves a bad impression for customers. They may also see outdated information, all while you end up with tension between the departments and a clogged workflow.

There’s no marketing and sales alignment, and that can lead to poor communication and bad morale.

How to Make Your Content Easily Accessible to Sales Teams

Wondering how you can get sales to use the content that’s already been created to help shorten the sales cycle?

Good news— we’ve got an answer! And it really boils down to four simple practices.

1. Open Up Communication Between Marketing & Sales

Marketing and sales alignment is crucial here. Make sure that the teams understand that they’re working with each other and not against each other. Keeping the teams lined up is a big first step, and it also facilitates further collaboration.

Marketing may ping sales, for example, when they create a new series of high-value resources, or sales may feel more comfortable asking. That’s a good first step.

2. Determine What Content Sales Needs

If your sales team could benefit from a list of videos showcasing how to use different features but they don’t already exist, marketing should know! This content can be useful during the product consideration and research stages of the digital sales funnel, as well as the retention stage, too.


Your marketing team may have what the sales team already needs, but there may also be some gaps in the content. Sales can assess what types of resources they could benefit from most and start there.

3. Label All Content Clearly

When you’re organizing content so that make your content easily accessible to sales, it’s important to come up with a clear labeling system.

Your labels should include:

  • Topic
  • Type of content
  • Potential stages of the sales funnel where it could be useful
  • Types of features/products highlighted

Let’s look at an example. Agorapulse has Quick Start Guides on their site that showcases how to set up the tool and get started, which you can see here:


This particular page might be tagged with labels like the following:

  • Consideration and decision stages of the sales funnel
  • Product set up help
  • Quick Start Guide
  • Tutorial

No matter which tag that a sales team member will browse, they’ll be able to find this.

4. Use a Collaboration-Friendly Content Organization System

It perhaps goes without saying that a collaboration-friendly content organization system is key to success of content sharing between marketing and sales.

That’s where Content Camel comes in. We’re a content organization and management system designed to help every team member keep track of every content asset that you have.


We’ll help you:

  • Create categories, labels, and tags for all of your content, and make it easy for you to label each piece of content accordingly
  • Assemble all content from every channel— including YouTube, third party sites, your own websites, PDFs, and an internal drive— into one easy-to-search location
  • Request content that sales actually needs in-app

Get started with Content Camel for free here!

Final Thoughts

Working smarter not harder is the name of the game, and utilizing already-created marketing content to help your sales team excel at their jobs is the definition of working smarter. There are likely an abundance of high-quality branded resources already at your disposal: Take advantage of them!

All you really need is a strong content organization system that’s collaboration-friendly and some marketing and sales alignment. We can help with that.

Ready to get started with Content Camel? Sign up for free here.