Creating content for search engines instead of solving real buyer problems is the fastest way to irrelevance.
The Mistake: Producing generic, SEO-optimized content that checks boxes for search algorithms but fails to address actual buying committee concerns or sales objections.
Why It Happens:
- Chasing keyword volumes over buyer intent
- Creating content in isolation from sales conversations
- Focusing on top-of-funnel vanity metrics
- Assuming buyers want educational content when they need decision support
The Real Cost:
- High traffic with zero pipeline impact
- Content that doesn’t support sales conversations
- Missed opportunities to differentiate from competitors
- Wasted content creation resources and time
The Fix – Strategic Content Realignment:
- Mine Sales Conversations for Content Gold
- Record and analyze sales calls for recurring objections
- Document questions buying committees actually ask
- Identify moments where prospects get stuck in the process
- Track which content sales actually sends to prospects
- Create Decision-Support Content, Not Just Educational
- ROI calculators and business case templates
- Competitive comparison frameworks
- Implementation timeline guides
- Risk mitigation playbooks
- Map Content to Actual Buying Stages
- Problem recognition: Industry trend reports, benchmark data
- Solution evaluation: Feature comparisons, vendor evaluation guides
- Decision validation: Customer proof points, implementation stories
- Implementation: Best practices, success metrics
- Optimize for Buying Committees, Not Individual Personas
- Create content for different stakeholder concerns (technical, financial, strategic)
- Develop shareability factors for internal advocacy
- Include talking points for champions to use with executives
- Address compliance and security concerns proactively
- Measure Content Impact on Revenue
- Track content consumption by closed-won accounts
- Monitor sales velocity for content-engaged prospects
- Measure assist influence on pipeline progression
- Survey sales team on content effectiveness monthly
This week, sit in on three sales calls and note every question prospects ask. That’s your content roadmap.
Marissa Homere 