How to Free Up Your Time With Content You Already Have

Bringing in new customers is a full-time job. To be successful, you have to constantly create value for them — and that isn’t an exaggeration.

The problem is that you have an entire business to run.

If you own a small business, you probably have several jobs: marketing, sales, accounting, administration... and that’s all before lunch!

Then, marketers like me tell you that you need to create content and share it on your website and social media in your “spare time” (like you had any of that to begin with).

However, there’s a handful of small business owners who create content that actually frees up their time . Here’s how they do it.

Use Your Front Lines

Any department that interacts with your customers is a content goldmine. Here, let’s focus primarily on sales and customer service.

Your sales team is one of your company’s best content resources. They’re the front lines of your business, fielding curiosity and skepticism all day long — which means they answer the same questions about your product or service over and over.

So, give your marketing department permission to eavesdrop. Have your sales and customer service reps keep track of their most common conversation topics, including categories like:

• Objections
• Complaints
• Compliments
• Questions
• Points of confusion
• Demos

Now, turn those recurring conversations into content. All it takes is pen and paper (or, more likely, a running Google Doc) and a crystal-clear communication channel between your marketing and sales departments.

For instance, if nine out of ten prospects ask your salespeople what kind of technical support your service includes, it’s probably not because your customers are oblivious. There may be a problem with your brand messaging — which could cause prospects to drop off before they ever reach out to your sales team.

Most consumers research a product or service online before making direct contact with a company. If they can’t find information they care about, then you probably have a drop-off of prospects who give up and purchase from your competitors before reaching your sales team.

You can fill this knowledge gap by publishing a blog post about your technical support offerings. Detail the support channels available, response times, and any specialized assistance you provide.

This proactive approach doesn’t just educate prospects — it demonstrates your commitment to customer service by answering questions before prospects have to ask.

If you’re not addressing your customers’ pain points online, you’re creating unnecessary work for your sales and customer service departments by making them answer the same questions on repeat.

Relieve that pain point by creating content that works as hard as your best employees.

The Secret of Hardworking Content

If you do everything right, interacting with your content will feel the same as talking to your best salesperson.

Content that accomplishes this is clear, relevant, and wins prospects over by educating, not selling . It also has enough personality to hold your prospects’ attention, even when you need to explain parts of your product or service that people normally find boring.

And just like your best employees, great content doesn’t stop once it sells a prospect. It continues to add value.

So, start a running document for every customer interaction in your office. Have your salespeople and customer service reps write down recurring questions so you can turn them into high-value content that infuses prospects with confidence in your brand and frees up everyone’s time.

Then, use that new time to do what you do best: Run your business !