Customers, on average, look at nearly a dozen pieces of content before finalizing a purchase – and they would rather check out content than look at ads when learning about a company and its offerings. This demand keeps marketers busy – 88% of B2B companies are turning to content marketing to supplement their sales efforts. Marketers know the importance of content marketing, but for the practice to be most effective, content needs to be a priority for both marketing and sales. Since the top goal for content marketing is lead generation, your sales team should be invested in what content is produced. Salespeople can use content to personalize their approach and meet prospects where they are in the buying process – and when salespeople use social media, 78% of them outperform their peers who aren’t on social media. Sales and marketing are both necessary for content marketing to be successful, and salespeople play a critical role as brand ambassadors. When sales and marketing work together to create and distribute content, both the company’s culture and bottom line benefit.