Is writing content really worth it for generating sales leads? How would you position it compared to other lead generation activities?
While content is usually part of marketing, it is really important for sales because it encompasses all the information that goes between your company and the lead. Whether you are trying to give them more information about what your company can do for them or you are trying to get their initial attention, your writing skills will greatly impact how you get your message across.
I think the most critical part of the writing process is the beginning. You need to do enough research to know your intended audience. Your lead should not just be coming out of a random lead generator, but should come out of a lead generation process where you are able to be specific in who you are looking for. Once you have an ideal profile for a prospect, you are able to write specifically for them. Once you do the research, your writing will become more clear.
I suggest talking to someone on your marketing team if you want to learn about what content your leads come in contact with before they speak to you. It might help you get a fuller picture of your leads so you know how to close them.
I think writing content is always worth it! People tend to do at least some background research on a company before they decide to start using their services. For example, I always like to look at the blogs of the companies that I buy from so I can get a better idea of the company as a whole.