Most founders think closing deals is a sales problem.
It’s not.
It’s a content problem.
If you’re spending too much time on sales calls that go nowhere, answering the same objections over and over, or waiting weeks (or months) for prospects to “circle back,” your content marketing isn’t doing its job.
High quality content doesn’t just build brand awareness with your target audience—it makes closing deals faster and easier. It filters out unqualified leads, handles objections before the sales call, and positions you as the obvious choice.
Let’s break down how it works.
The Real Cost of Slow Sales Cycles
Every extra week it takes to close a deal is a cost:
🚫 More time spent on calls with leads who never convert.
🚫 More energy wasted following up on “just checking in” emails.
🚫 More lost revenue from slow-moving deals.
And yet, most founders and B2B SaaS businesses still rely solely on cold outreach, networking, or referrals—hoping that a warm lead lands in their inbox.
That’s not a strategy. It’s hope and prayers.
Companies that use high quality content to educate leads close 6x more deals than those that don’t. Content marketing generates 3x more leads than outbound marketing at 62% less cost.
Why? Because well-crafted content marketing handles most of the heavy lifting before your prospect ever books a call.
How Content Creation Services Help Close Deals Faster
If you’re still explaining your value on every sales call, you’re already selling too late.
Here’s what happens when you hire business content creation services to help pre-sell your expertise:
1. Educate Prospects Before They Enter the Funnel
The best clients come in already convinced. Content marketing builds trust before a single conversation happens.
When done right, your prospects will have already consumed your blog posts, maybe seen a case study of notable clients, and engaged with social media marketing before they ever reach out.
We helped a food consulting firm launch a targeted SEO content creation strategy. Traffic rose 88.2% in three months, they enjoyed a spike in inbound leads, and deals closed half as fast—because prospects came in ready to buy.
Bottom line: Use content to educate at scale.
2. Handle Objections at Scale
Every founder hears the same sales objections:
❌ “I’m not sure if this will work for me.”
❌ “This seems expensive—why is it worth the investment?”
❌ “How are you different from competitors?”
If you’re repeating yourself on every call, that’s a messaging problem.
A great content strategy uses blog posts, video content, and case studies to address objections before the sales call. That way, prospects come in with fewer concerns and higher buying intent.
You can achieve this in different ways. One B2B founder I advised a few years ago used content marketing services to create in-depth case studies that tackled pricing concerns. Measured a month later, they had achieved a 23% faster sales cycle and a higher close rate on first calls.
Bottom line? Content is your 24/7 sales rep.
3. Nurture Leads Without Manual Effort
Most buyers aren’t ready to buy immediately. But that doesn’t mean they’re a lost cause. Strong content development nurtures leads without you lifting a finger.
✅ A well-timed email marketing sequence keeps your business top-of-mind.
✅ A structured social media content strategy positions you as an expert.
✅ A steady stream of SEO content creation builds trust over time.
Here’s an example from a digital marketing agency we worked with that offered conversion rate optimization services.
At first, they relied on outbound sales and referrals. But they soon realized the need for a social media content creation service. So we stepped in to help with LinkedIn.
After combining LinkedIn content writing with their in-house email marketing strategy, their search engine traffic rose and LinkedIn started making an impact. Specifically, they enjoyed 100,000 impressions in under 60 days from a targeted senior marketing audience. Inbound lead flow commensurately.
That’s the power of content marketing.
4. Reduce Time Spent on Sales Calls
If your content creation is doing its job, sales calls should feel like confirmations, not convincing sessions.
When leads already know your process, pricing, and value, they don’t need a 60-minute pitch—they’re just looking for a quick “Yes, let’s move forward.”
As a content marketing agency, we invest in brand awareness campaigns that pre-sell our services using writing, design, research, and video content. As a result, a large number of our sales calls have gotten considerably easier over time.
5. Position Yourself as a Premium Option
Want to charge higher prices? You need better brand messaging.
Buyers don’t want to be sold—they want to choose. And they choose the brand that looks like the category leader.
✅ Strong keyword research and SEO content creation make sure your ideal clients find you first.
✅ A polished content strategy eliminates competitors before they even enter the conversation. You can dominate a niche pretty quickly and set yourself up for success with the right creative content.
✅ Professional content creation support helps you stand out in a crowded market when bandwidth is low and timelines are tight—especially when you’ve nailed your brand messaging.
If you’re a small business owner interested in moving from selling low-ticket services to closing $10K+ contracts, invest in a freelance content creator or full-service content creation agency.
They can provide the compelling content you need to build a reputation as a go-to expert—fast.
What’s the Alternative? More Wasted Time.
Without a strong content strategy, you’ll keep:
🚫 Struggling to get high-intent leads.
🚫 Repeating yourself on every call.
🚫 Waiting weeks or months for slow-moving deals.
You can keep grinding—or you can let a content creation company do the work for you.
Column: Content Marketing Services That Close Deals
At Column, we lift digital marketing off your shoulders with high-quality content that attracts and closes leads.
Our full-service design and writing studio helps founders, consultants, and B2B SaaS companies:
✅ Build a content strategy that moves buyers from awareness to purchase.
✅ Develop engaging content that turns lurkers into paying clients. This can include SEO content creation to show up on search engines, LinkedIn and Instagram marketing for B2B brands, and case study and report writing.
✅ Eliminate slow sales cycles with strategic content development that moves leads through the funnel.
See our work at columncontent.com/work.
If you’re ready to close deals faster, let’s talk about how we can power digital marketing for your brand through content. Get in touch today.
Mo is the founder and CEO of Column, helping leaders shape public opinion through content and research. Connect with him on LinkedIn.
