{"id":5048,"date":"2018-08-30T10:55:14","date_gmt":"2018-08-30T09:55:14","guid":{"rendered":"https:\/\/woodpecker.co\/blog\/?p=5048"},"modified":"2025-09-11T12:04:11","modified_gmt":"2025-09-11T11:04:11","slug":"blog-content","status":"publish","type":"post","link":"https:\/\/woodpecker.co\/blog\/blog-content\/","title":{"rendered":"The Power of Your Blog: How Great Content Makes You More Persuasive"},"content":{"rendered":"

Having a business blog is good for establishing your expertise and driving traffic to your main website and increasing conversions. So\u00a0writes the inbound powerhouse, HubSpot<\/a>. But can it\u00a0boost the\u00a0results\u00a0of your email<\/span> outreach campaign? Can it persuade somebody to reply? Let’s\u00a0find out.<\/p>\n

At times recipients are not sure what they should do with the cold email<\/span> they got.\u00a0Even if you put an excellent\u00a0Call to Action<\/a>\u00a0at the end of your email<\/span>, they may not feel like replying. It may be something totally different.\u00a0They may have googled you and they don’t like the way you position your brand online. I wrote a blog post on reviewing your online presence, you can read it here:<\/p>\n

How Should I Take Care of My Brand Online Before Email Outreach? >><\/a><\/p>\n

But there’s something more that you can do to increase the persuasiveness of your email<\/span> campaign. That thing is content marketing.\u00a0A great content can make you more persuasive, and in turn, it increases the number of replies you get.<\/p>\n

Producing content is an inbound tactic, plus, it’s a domain of your marketing department.\u00a0Nevertheless, a sales<\/span> team can also contribute. Or at least,\u00a0inform the marketing team what kind of content may\u00a0increase the chance of getting a reply to their cold email<\/span>. One of the most effective ways to do this is to add a blog to your website<\/a>, where sales and marketing can jointly publish content that directly supports common objections and questions prospects raise.<\/span><\/p>\n

How great content makes you more persuasive?<\/h2>\n

There are several ways in which content can increase the likelihood of establishing a long-term business<\/span> relationship with somebody.<\/p>\n

Describe your workflow<\/h3>\n

Cold email<\/span> campaigns contain short messages. They are meant to start a conversation. Therefore, there’s not a lot of room for long\u00a0storytelling there. The caveat is, however, that for you to gain a prospect’s trust, you need to show that you’re worthy of that.<\/p>\n

The easiest way of showing that you’re worthy of trust is transparency. You may get transparent through the written word.<\/p>\n

Show your true colors by describing how you work at your company. Describe the problems you encountered and how you deal with them. Or describe a recurring problem your customers face and how you recommend they deal with it.<\/p>\n

As a sales rep<\/span>, you have\u00a0limited time for writing. However, you don’t have to write the whole piece if you don’t have time. Cooperate with the marketing department. Set up a quick chat with your content writer and communicate what you want to accomplish with your writing. Or leave them an audio recording. Write a quick email<\/span>. They will make a full-blown post from your loose thoughts.<\/p>\n

Those three guides will get you started with content marketing:<\/p>\n

The Seriously Comprehensible Guide to B2B Content Marketing >><\/a><\/p>\n

Why Website Owners Should Not Neglect Content Marketing? >><\/a><\/p>\n

10 Steps: How to Start a Blog on the Side >><\/a><\/p>\n

Make a customer\u00a0case study<\/h3>\n

Customer success stories show potential customers what types of companies you help.<\/p>\n

If\u00a0prospects find a story\u00a0starring a company like theirs,\u00a0bingo. That piece of content will show them how your solution fits into their workflow and how they can benefit from using it.\u00a0Since they\u00a0read a point of view of somebody outside of your company, they are more likely to\u00a0trust it. Still, the case study is on your blog. So what to do to make it the most compelling one?<\/p>\n

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  1. Write it in an interview form<\/strong> – Prepare a set of questions and email<\/span> them to those willing to do a case study. Make sure those are open-ended questions,\u00a0that is the ones starting with why, where, how, what. You get a lot of useful information by asking those type of questions. That’s how we do it at Woodpecker<\/span>.<\/li>\n
  2. Start\u00a0by introducing the company<\/strong> – Write a couple of sentences about what they do. Write something about the founders and how they established the company. End this part by telling the readers where the company\u00a0is now.<\/li>\n
  3. Ask them to\u00a0describe the problem they had and how they fixed it with your solution<\/strong> – Try to steer the conversation in a way of\u00a0identifying the problem the customer felt > how it impacted their business<\/span> > what your solution did for them. Of course, you’ll do that by asking them questions.<\/li>\n
  4. Edit\u00a0as little as you can<\/strong> – Let their style of writing show. Try not to intervene much. That way\u00a0the customer study will feel more natural. Just fix the spelling errors and punctuation marks if there are any.<\/li>\n<\/ol>\n

    Those are the basic tips I have for you. You can find a similar guide on Marketo’s blog<\/a> or on HubSpot<\/a>.<\/p>\n

    If you don’t know who to ask for a case study, look into your ICPs<\/a> and check out a company that your support team has recently succeeded\u00a0in helping. If you add a link or two to their website, they may see it as a nice way to get links.<\/p>\n

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