Content Isn’t Just for Marketing: How Sales Teams Can Use Blogs, Videos & Guides to Win Deals

Ask most industrial sales reps what they think of “marketing content,” and you’ll get a shrug—or worse, an eye roll.

That’s because, for years, content has been treated like fluff. A blog for SEO. A video for social. A brochure for trade shows. Nothing that actually moves a deal forward.

But times have changed.

When done right, marketing content becomes a powerful sales tool. It helps reps build trust, answer tough technical questions, and keep the conversation alive between quote and close.

Here’s how real sales teams in manufacturing use blogs, videos, and guides to win deals—and how you can too.

Use Blogs to Answer Technical Objections

Let’s say a buyer is worried that your stamping process can’t hold a certain tolerance. You’ve explained it on the call—but they’re still not sold.

Now imagine you had a blog post titled:

“How We Hold ±0.001” in Progressive Dies—And What It Takes to Get There”

Send that in your follow-up. Let them read it, share it with their engineer, and digest it on their own time. You just answered their objection without being pushy—and positioned your company as the expert.

This is how technical blog content wins trust mid-funnel. Not just top-of-funnel traffic.

Use Videos to Humanize and Explain

Some buyers don’t want to read a blog. They want to see something. A quick video of your operator walking through how your company inspects formed parts? That builds credibility fast.

At Ulbrich, sales reps have used short videos of slit coil inspections and tensile testing setups to show customers how serious they are about quality. These weren’t expensive shoots—just simple, real footage. But they made a huge impact on buyer confidence.

You can do the same. Think:

A walk-through of your cleanroom or QC lab
A 60-second “how we test” explainer
A message from the engineer who quoted the job

These aren’t marketing videos. They’re sales assets in disguise.

Offer a Virtual Shop Tour to the Whole Buying Committee

When a prospective customer visits your facility, it’s a big deal. But more often than not, only a handful of decision-makers actually make the trip. Everyone else—the engineers, the quality folks, the procurement team—stays behind.

A virtual shop tour changes that.

You don’t have to post it publicly. Just create a private, high-quality walkthrough of your facility: your press room, your QC lab, your material storage, your finishing line, your team in action. Keep it real. Keep it honest.

Now your sales reps can say:

“You met us in person—but if your team wants a better feel for how we run, here’s a short walkthrough they can watch anytime.”

That’s powerful. It demystifies your process, shows your professionalism, and gives your champions inside the customer’s organization a tool to win internal buy-in.

Use Guides and Explainers to Educate

Longer-form content like buyer’s guides, material explainers, or troubleshooting manuals are gold during long sales cycles—especially when your customer has to convince other stakeholders.

Give them something to forward.

For example:

The Precision Wire Buyer’s Guide helps engineers understand gauge selection, alloy trade-offs, and cost drivers.
Deep Draw Troubleshooting Manual walks through burrs, splits, and how to prevent them.
“What Affects Your Lead Time?” breaks down order flow, tooling, and changeover scheduling.

These aren’t just educational—they’re strategic. They help your buyer make the case for you.

When to Use Content in the Sales Process

You don’t have to guess when to use content. Here’s a basic map:

After discovery: Send a blog post or explainer that speaks to their unique concerns.
During technical evaluation: Share a guide, video, or case study that builds credibility.
After quoting: Reinforce your value with a comparison piece or pricing explainer.
Before decision: Send something that reduces risk or shows proof—like a case study, virtual tour, or process video.

Sales content isn’t just a brochure. It’s a tool to keep the deal moving.

The Best Content Is the Stuff Your Sales Team Actually Uses

If your reps aren’t using your content, it’s not their fault. It’s a signal.

It means the content isn’t useful, accessible, or aligned with their needs.

So fix it. Talk to your team. Ask what they wish they had during hard conversations. Then build it.
Better yet—build it with them.

Want to turn your marketing content into sales ammo?

Schedule a discovery session with The Right Horse.
We’ll help you create blog posts, videos, guides—and virtual tours—your sales team actually wants to use.