I have noticed a serious disconnect in businesses today. There is no “us” anymore, no connection between one department and another. Oh, sure, you may have the best team-management platform, and have task-setting and in-team communication down to an art. But is every member of your team regardless of department working with all you have provided to get the best possible results? The biggest gap exists between sales and content marketing. The two should go together like peanut butter and jelly, yet they don’t.
Nothing will better arm your content marketing department than interaction with people who talk directly to the audience on a daily basis. Here are four ways you can build better content by encouraging collaboration with the sales team.
Your sales team (as well as your customer service team) is likely to answer dozens of questions daily by phone and email. Make sure all the questions they receive are recorded properly (through your sales management platform or other tool) and given to your content marketing strategist to become the base of your content plan.
These questions and, more importantly, their answers can be a gold mine for your content marketing when published on your site because they:
- Receive special treatment in search engine results pages – For example, Google features a site that best answers the searcher’s question in a separate quick-answer box on top of search results.)
- Turn your site into a resource – As such, they build reader loyalty by increasing the number of return visits, subscribers, etc.
- Become a solid ground for the extended content marketing strategy – Answers can be given in the form of webinars, podcasts, video interviews, visual assets (think flow charts and infographics), etc.
One of the most efficient ways to curate popular questions on your site is to create a FAQ section. For WordPress-run sites, Ultimate FAQ plugin is one of the easiest options for adding a FAQ section to your site. It integrates with WooCommerce, allowing you to add a “Related Q&A” section to product pages.
Bron en volledig artikel: Content Marketing Institute