Content is so heavily under-utilized to equip sales to have better conversations:

1) You educate the prospect (never a bad thing)

2) You showcase that you understand their pain

3) You build trust and credibility

Most importantly, you earn the right to contact that person again and they look forward to hearing from you because you provided them with value.

You are always selling transformation and who your prospects and customers will become if they buy from you.

Marketing and sales becomes a whole lot easier when you know your product can move people further away from their pains and closer to their aspirations.

Build a culture where people fall in love and are obsessed with helping your ideal customer navigate this journey and you will build a winning company.

Paid Media and Content scale differently. That's the main reason why companies jump to invest in paid media while hesitating to invest in content.
One has a low-barrier to entry (money). The other has a high-barrier to entry (time, effort and creativity).

Building the content engine for a company takes patience and playing the long-game.

Content is also how you scale paid media faster because all kinds of possibilities open up beyond the usual campaigns that everyone else in your market is competing for.