#1 Activity That is Costing You Sales...

Content marketing.

Bob Burg once said that 'people do business with, and refer business to, people they know, like and trust'.

Which the internet marketing space has used to con people into thinking that in order to?become?somebody that decision-makers 'know, like and trust' that they must create valuable content.

And I get that.

For individual consumers (like you right now!) educational, inspirational, motivational, interesting (and let's be honest, popular!) content?can?be useful when it comes to making a decision about where to spend your time, money and energy for your business.

But - and this comes from someone who runs both a B2C?and?a B2B business - it's totally?distracting you from your sales activities... and in some cases, actively destroying people's ability to sell.?

To companies?and?consumers.

You see, content marketing itself isn't the issue.

But the way that we've been conditioned to think about it - and the myths around what it'll produce - are a?huge?problem for sales pipelines.

Because we've been taught that we can market our way out of selling - if we just show up often enough on LinkedIn.

Or if we just repurpose our content to enough platforms.

Or if we simply get enough?value?into our newsletters.

If we do those things, then stakeholders inside organisations will just find us, like us, trust us and buy from us.

And honestly?

It's all complete BS.

Stakeholders have a long day at work... and you know what they're?not?doing in their free time?

Consuming blogs, articles, LinkedIn posts or Instagram videos about work-related problems.

They're doing what we all do - and checking out cat videos/ recipes and whereabouts their pals have gone on holiday.

Content marketing can help increase your confidence (because we all feel good when people are noticing our thoughts) or make us more 'visible' with engagement on social media (if you're not using LinkedIn pods to game the algorithm at least!)

But the job of content marketing is simply that.?

Mailchimp describes it as 'attracting, engaging and retaining an audience'.

Not?selling.

And the thing is, we all know that stakeholders are busy.

They're not hanging out on LinkedIn to be part of your audience.

They're on Zoom calls with external service providers who are selling them a solution that meets their needs.

Having real conversations with people who approached them proactively.

Spending any energy that they?do?have around content, to benefit them in their day job. Posting their own thought leadership articles on LinkedIn to attract new employees/ build their own personal brand and influence.

So if you are consumed by content marketing, on the social media hamster wheel of endless posting and?not?seeing it return corporate clients, despite all of the hours that you're putting into it?

Consider this permission to stop.

(And also - buy The C Suite ? t o learn best practice B2B sales strategies, techniques and use proven templates to create a proven sales process that creates revenue and releases you from Zuckerberg's clutches.)

Jessica Lorimer is the UK's leading B2B sales coach for entrepreneurs selling their services to corporate organisations. Jessica regularly provides insights on sales strategy and techniques on her award nominated podcast; Selling to Corporate ? and has been featured in The i, The Telegraph, Forbes, Daily Express, City AM, Psychologies and is a TedX speaker.