While sales representatives are aware of the struggles faced by consumers, SEO professionals know the search intent of their target audiences.
More than 60% of B2B buyers claim they can make purchase decisions by only referring to digital content, without even approaching sales reps or going through demos. Moreover, Google relies on content on a site to determine if the page is relevant to a search query or not.
This means that brands will have to integrate their sales and content marketing teams. Doing so will help sales reps get access to content that can successfully engage prospects. Similarly, SEO content creators can create content that specifically addresses their target audiences’ pain points.
Brands must encourage both teams to interact with each other, share questions that customers are asking, and brainstorm ideas to promote content. SEO teams can also help sales reps reuse sales enablement content.
[6 minute read]