I talk a whole lot about content marketing, but there are a ton of other high-value uses for content that have nothing to do with marketing.So, I’m going to explore them over the course of two emails.The first kind of non-marketing content I’ll discuss is content that supports the sales process.From a marketing standpoint, content is generally created to be proactive in attracting new members, landlords, or brokers.But you can also create content you can use reactively in the sales process as well.This includes content that can be leveraged in sales follow-ups, such as articles that further educate prospects or addresses their objections.These don’t necessarily need to live on your blog, but they can.Here’s how I’d approach this:

• Be diligent in listening to what prospective members, landlords, or brokers say during your conversations with them
• Take note of the questions they ask and the points where they need clarification
• Write down the objections they have, the things they’re unsure about, or sticking points that arise in the sales process

Then…

• Write up a piece of content that addresses exactly and only that question or objection
• Follow up with that person and share it with them
• Add it into an archive of content that you can pull from in the future

Once you’ve got a comprehensive bank of content that addresses these questions and objections, you can even consider creating a branded resource or guide that covers them all in one place.By doing this, you’re:

• Getting proactive in answering questions, educating people, and overcoming concerns in the sales process
• Creating a value-driven way to stay in touch with your prospective member, broker, or landlord
• Building an archive of high-value content you’ll be able to use forever
• Facilitating an opportunity to continue nurturing that lead until they’re ready to do business with you

Stay tuned for part two where I’ll cover content you can use to create a better member experience in your space.