Does your content help buyers buy?

Over the last decade or so, I was happy to see some sales methodologies adapt to a world where the customer knew a lot about your company and product or service before they ever talked to a salesperson. It makes sense to see your sellers as assisting the buying process rather than driving the selling process in a would where buyers have more information than ever. But what happens when there is no salesperson at all?

Inbound marketing can benefit from thinking like a Customer Centric or Solution Seller. Helpful, useful content that aids the buying process need to be part of the mix. Content that just sells will be ignored. Content that just educates and helps the buyer with knowledge and ideas will be consumed but not necessarily lead to revenue. Connected content, that helps the buyer along their own journey and process, produces results for buyers and sellers.