Is your content team creating marketing tools -- or selling tools?

Brendan Cournover at the Content Marketing Institute says: 

If you ask me, a great strategy does both. Think about all the ways salespeople rely on content to sell:

• Via prospecting emails

• During live meetings and sales calls (hello PowerPoint!)

• As part of post-meeting follow-ups

• With updates for existing customers to encourage renewals

So where is the majority of this content coming from? Ideally, it’s the marketing team. One problem is that too many people still equate content marketing with being strictly “non-promotional.” It’s true that thought leadership content like this is great for attracting new audiences — but really? That’s all you’re going to use content for?