You know storytelling matters in content. But it’s shifting from “nice to have” to being essential for survival.

Here’s why: AI-generated content and changing SERPs are making it more important for brands to stand out with genuine, human-centered content that connects with customers on a deeper level.

How can you create customer-first content?

Simple: collaborate more closely with your sales teams. They’re already on the front lines, interacting with customers every day. They hear the real words customers use. They know which problems keep your prospects up at night. They understand what actually closes deals.

Yet most companies are missing this opportunity. According to a survey by Gartner, marketing and sales teams typically collaborate on just three out of 15 commercial activities.

That’s like having a map to buried treasure and only digging in 20% of the possible locations.

– Amy