Great articles and content are in many ways the "fuel" for your inbound marketing engine. Once you have the system in place, it's important to continue to generate great content that keeps existing customer coming back, and also pulls in new people who might be interested.

One of the best ways you can do that is by working with your sales team to find out what prospective customers often ask about. The sales team's insight into what is the most confusing or complicated part of your product can not only be great product feedback, but can inform you of great opportunities to educate customers. As they talk to clients everyday, tell them to keep track of topics that come up the most. This way, you can lay out a calendar of topics that should help clarify things and make the people talking to your sales team more well-informed.

By finding out what people have questions about, your marketing efforts can work to fill in the gaps on those questions. Since so many of your customers will visit the website before talking to a salesperson or making a buying decision, you can make it easier by giving them the information that they need upfront. Then you'll end up with more educated prospects on the phone, which can make your sales team's job that much easier.

As you get better at writing informative pieces for your prospects, you may find that those prospects are worth more to you than those who have done little to no research. One strategy worth exploring is giving the people who read enough of your articles a discount or special offer on your product. If someone has gone through the trouble of reading your articles on your offering or downloading a white paper on the subject, then oftentimes they can be your ideal customer. Ideal customers know what they want and close fast, so a little extra incentive can go a long way.

Combining the efforts of your marketing and sales team can make everyone's job easier. Letting feedback from the sales team guide your content strategy is just one of the ways that their feedback can be valuable. Make sure to address the common concerns of customers to ease them through the sales process and your sales team will be singing your praises.

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