The Hidden Writer

Your best content writer isn't in your marketing department.

They're somewhere else entirely.

Right now, they're:

- Having real conversations

- Solving real problems

- Speaking with real customers

And they don't even know they're writing your next best piece.

I discovered this.

Now I can't unsee it.

Neither will you.

Here's what happens in most marketing departments:

Someone opens a laptop and asks:

"What should we write about today?"

Wrong question.

The right question is happening twenty feet away...

...where your salespeople are having real conversations about real problems with real people.

But we don't listen.

Instead, we:

- Write blog posts optimised for search engines

- Create content calendars filled with "thought leadership"

- Measure success by pageviews and time on site

And we wonder why it's not working.

Consider this:

Would you rather read:

• A generic article about "10 Signs Your Car Needs Maintenance" written by someone who's never changed a tyre?

OR

• The straight talk from someone who fixed twelve cars just like yours last week?

That's the difference between content marketing and sales-led wisdom.

The Truth About Great Content

The best marketing doesn't feel like marketing at all.

It feels like:

• The conversation you wish you could have
• With someone who gets it
• Who's been there
• Who can help

Your salespeople are those someones.

But here's the catch...

Most organisations will nod along and do nothing.

They'll say:

"But salespeople aren't writers"

"But they don't have time"

"But marketing needs to own the message"

These are expensive excuses.

Because while you're making excuses, your competitor might be turning their sales conversations into content that connects.

The Simple Shift

It's not complicated:

1. Ask your salespeople what they said today

2. Listen to the questions they answered

3. Transform those answers into content

4. Repeat tomorrow

That's it.

No content calendars required.

No keyword research needed.

No "thought leadership" necessary.

Just real answers to real questions from real people.

The future of content isn't about:

- Who can write the most

- Who can optimise the best

It's about who can listen the closest.

Your salespeople are already listening.

The question is:

Are you ready to amplify what they hear?

Start there.

The rest is just typing.