Most sales teams underuse content. Here’s how CROs can turn untapped marketing assets into powerful revenue tools.
If you’ve spent your career living in dashboards, wrangling forecasts, and slicing through CAC and LTV like a data ninja, talking about “tone” and “voice” can feel like stepping onto another planet.
You know numbers. You trust numbers. And you’ve probably side-eyed a few too many content decks full of soft language and vague promises.
But here’s the thing: content doesn’t just live in the brand bubble anymore.
When used strategically, it becomes a sales enablement tool—one that greases the gears of your sales funnel, equips your reps, and drives measurable revenue.
In this post, we’ll show you how to take that mountain of underused content and turn it into something every CRO can get behind: results.
Content as a sales enablement asset
Great content shouldn’t sit idle in a marketing folder, it should live in your sales reps’ hands. When content is strategically aligned with your sales process, it becomes a lever that can move deals forward.
Think of it like this: a blog post that demystifies a technical challenge isn’t just educational; it’s preemptively answering a question your buyer is already asking.
And a case study isn’t just a feel-good story—it’s validation.
When CROs embrace content as part of their revenue strategy, they unlock tools that:
- Shorten sales cycles
- Build trust faster
- Reduce friction at every stage
It’s not about having more content. It’s about making content work harder.
Aligning content to sales stages
If TOFU, MOFU, and BOFU sound like menu items, you’re not wrong. However in marketing speak, they’re shorthand for content strategy that aligns with buyer intent. Learn more about TOFU in this article.
Here’s how it breaks down:
Top of Funnel (TOFU)
Buyers are just becoming aware of a problem. Content at this stage should educate, attract, and build curiosity.
Examples of TOFU content:
- SEO-driven blog posts
- Industry trend reports
- Thought leadership pieces
- Social proof or press mentions
Middle of Funnel (MOFU)
Now they’re evaluating options. This is your chance to differentiate. Content should nurture trust and answer the real questions buyers are asking.
Examples of MOFU content are:
- Case studies and whitepapers
- Product comparison guides
- Webinars or expert Q&As
- ROI benchmarks
Bottom of Funnel (BOFU)
Buyers are close, but now they need confidence. This is where your content needs to reduce doubt and remove barriers.
Examples of BOFU content are:
- Pricing guides
- Objection-handling blogs
- Technical one-pagers
- Security and compliance documentation
Mapping content to these stages helps meet buyers where they are, and guides them to where you want them to go.
Creating deal-closer content
Not all content should educate. Some of it should sell.
Deal-closer content is designed specifically to convert prospects into customers. It’s direct, credible, and value-packed.
Must-haves include:
- ROI calculators: Let buyers quantify value instantly. Bonus: your reps can tailor results to each prospect’s numbers.
- Objection-handling blogs: Tackle common hesitations head-on—whether it’s about price, onboarding time, or integrations.
- Customer testimonials and use cases: Nothing builds confidence like proof. Video testimonials and story-driven use cases turn success into a sales asset.
These tools aren’t fluff. They’re fuel. And they work best when tied to specific friction points in your sales process.
Equipping SDRs and AEs with smart content sequences
Dumping a shared folder on your reps won’t cut it. Content only works when it’s delivered intentionally, as part of a sequence.
Here’s how to structure content plays that map to your sales roles:
SDRs (Top/Mid-Funnel)
- Blog post → Address common pain point
- Case study → Showcase industry relevance
- Product explainer → Show how you solve the pain
This warms up leads while building relevance and authority.
AEs (Mid/Bottom-Funnel)
- ROI calculator → Provide financial proof
- Use case → Validate fit and results
- Personalized video → Walk through the solution
The result? Less guesswork, more conversions.
HubSpot CRM tips: Embedding content in workflows
Don’t rely on reps to manually share the right content at the right time. Let automation do the heavy lifting.
Here’s how to use HubSpot to turn content into a scalable growth engine:
- Lead scoring triggers: Set behavioral triggers (e.g. visiting your pricing page) that automatically send relevant follow-ups.
- Smart email templates: Preload email sequences with strategic content. Sales reps can send with one click—no hunting.
- Workflow tasks: Create automated reminders for reps to follow up with key content at the right deal stage.
By embedding content in HubSpot, you ensure consistency, speed, and precision—and make sure your best material never goes unused.
Want to see exactly what kind of content works at each stage—and where your current assets fit in?
Want to learn more? Contact us for a free consult.
