Should I Create Separate Content for SEO vs. Sales Enablement?
Yes, you should create separate content for SEO and sales enablement. SEO content focuses on attracting and engaging potential customers through search engines, while sales enablement content is designed to support your sales team in closing deals. Both types of content serve distinct purposes and audiences, requiring different strategies and formats.
Why It Matters
Creating content for SEO and sales enablement isn’t just a tick-box exercise. It’s about meeting specific needs in different stages of the buyer’s journey. Imagine you’re running a B2B SaaS company. Your SEO content might include blog posts about industry trends or how-to guides that attract potential customers searching for solutions. This type of content is broad and aims to capture interest.
On the flip side, sales enablement content is more targeted. It could be case studies, product demos, or ROI calculators that help your sales team close deals. This content is often tailored to specific prospects and addresses their unique pain points. It’s not just about getting eyes on your website; it’s about moving leads down the sales funnel.
How to Approach Each
When crafting content for these two purposes, keep their distinct roles in mind. Here’s a straightforward approach:
- Identify Your Audience: Know who you’re talking to. SEO content is for potential customers who might not even know they need your product yet. Sales enablement content targets those already in your pipeline.
- Set Clear Goals: SEO content aims to increase visibility and traffic. Sales enablement content aims to convert leads into customers.
- Choose the Right Format: Blog posts, infographics, and videos work well for SEO. For sales enablement, think whitepapers, case studies, and presentations.
- Optimise for Search: Ensure your SEO content is keyword-rich and follows best practices for search engine optimisation. If you need help, consider working with a search engine optimisation expert.
- Collaborate with Sales: Your sales team can provide insights into what content helps them the most. Use their feedback to refine your sales enablement materials.
By following these steps, you can ensure that your content serves its intended purpose effectively.
The Real Talk
Let’s get real for a second. Mixing up your SEO and sales enablement content can lead to a muddled message. It’s like trying to use a screwdriver to hammer a nail. Sure, you might get the job done, but it’s not the most efficient way to work.
Think of SEO content as your wide net. It’s about casting it out there and seeing what you catch. Sales enablement is your spear. It’s precise and targeted. Each has its place, and when done right, they complement each other beautifully.
Remember, at the end of the day, it’s about strategy. The content you create should be intentional and serve a clear purpose. Don’t just produce content for the sake of it. Make it count.