Why Sharing Content Is the Most Natural Way to Start a Sales Conversation
Nobody wants to be sold to, but everyone wants to learn something new. Sharing relevant content with prospects is the least salesy way to add value and open a conversation. When you send a prospect a genuinely useful article, report, or resource, you position yourself as a helpful expert — not a pushy salesperson.
The key is relevance. Sharing your company's latest blog post with everyone in your network isn't content sharing — it's spam. But sending a specific resource to a specific person because it's genuinely relevant to their role, industry, or challenges? That's value-first outreach.
These templates help you share content in a way that starts conversations, not just forwards links.
12 Proven Templates
The Relevant Article Share
“Hey {{firstName}}, just came across this article on {{topic}} and immediately thought of your work at {{company}}. Really interesting take on {{specificAngle}}: {{link}}. Curious to hear your perspective — does this match what you're seeing?”
When to use
When you find a third-party article relevant to the prospect's role or industry. Non-promotional and genuinely helpful.
Personalization tips
Share content you didn't create. Third-party content feels less salesy and builds trust faster than your own blog posts.
The Industry Report Drop
“Hi {{firstName}}, we just published our {{year}} {{industry}} report — surveyed {{number}} companies and found some surprising trends. Key finding: {{keyInsight}}. Thought it'd be relevant for {{company}} given your focus on {{area}}. Want the full report?”
When to use
When you have original research or data. Gated content that provides real value is a strong conversation opener.
Personalization tips
Lead with the most surprising or relevant finding. Don't just say 'we have a report' — give them a reason to want it.
The Their-Content Engagement
“Hey {{firstName}}, just read your post on {{topic}} — great stuff. It reminded me of a {{resource}} we put together on {{relatedTopic}} that goes a bit deeper on {{specificArea}}. Thought you might find it useful as a follow-up: {{link}}. Would love to hear what you think.”
When to use
When the prospect recently posted content and you have related material to share. Shows you engage with their content.
Personalization tips
Reference something specific from their post. The connection between their content and yours should be obvious and genuine.
The Benchmark Data Share
“Hi {{firstName}}, I thought you'd find this interesting — we benchmarked {{metric}} across {{number}} {{industry}} companies. The average is {{benchmark}}, with top performers hitting {{topBenchmark}}. Curious where {{company}} falls? Happy to share the full data set.”
When to use
When you have benchmark data that lets prospects compare themselves to peers. Everyone wants to know where they stand.
Personalization tips
Benchmark data is irresistible — people can't help but want to know their score. Make the metric relevant to their KPIs.
The Tool or Template Share
“Hey {{firstName}}, we built a free {{tool/template}} for {{targetRole}} leaders to {{outcome}}. It takes about 5 minutes and gives you a {{deliverable}}. Given your role at {{company}}, thought it might be handy: {{link}}. No strings attached.”
When to use
When you have a free tool, calculator, template, or worksheet relevant to the prospect.
Personalization tips
The tool must deliver real value in under 5 minutes. Interactive tools (calculators, assessments) outperform static templates.
The Podcast or Webinar Share
“Hi {{firstName}}, we just dropped a {{podcast/webinar}} episode with {{guestName}} on {{topic}}. They shared some insights on {{specificInsight}} that I think you'd find really relevant given your work in {{area}} at {{company}}. Here's the link if you want to check it out: {{link}}.”
When to use
When you have a podcast episode or webinar with insights relevant to the prospect. Multimedia content stands out.
Personalization tips
Name the guest — if they're recognized in the prospect's industry, it adds credibility. Reference a specific insight, not just the topic.
The Competitor Analysis Share
“Hey {{firstName}}, I just finished analyzing how {{number}} {{industry}} companies approach {{area}}. Spotted some interesting patterns — especially around what's working in {{year}}. Thought {{company}} might want to see how you stack up. Want me to send the analysis?”
When to use
When you have competitive or market analysis data. The implied comparison creates curiosity and FOMO.
Personalization tips
Don't name their specific competitors unless you're sure it won't be awkward. 'Companies like yours' is safer than naming rivals directly.
The How-To Guide Share
“Hi {{firstName}}, I noticed {{company}} is {{activity}} — we put together a step-by-step guide on {{topic}} that covers the exact playbook {{number}} {{industry}} teams used to {{outcome}}. Thought it might save you some time: {{link}}. Let me know what you think.”
When to use
When you have a tactical guide relevant to something the prospect is actively working on.
Personalization tips
The guide must be relevant to their current activity — check their posts, job postings, or company news for signals.
The Event Recap Share
“Hey {{firstName}}, were you at {{event}} last week? I put together a quick recap of the key takeaways — especially around {{topic}}: {{link}}. The session on {{specificSession}} was particularly relevant for {{industry}} teams. Thought you'd find it useful.”
When to use
When you can share recaps or notes from industry events, conferences, or webinars.
Personalization tips
Time-sensitive — share within a week of the event. Reference specific sessions that would be relevant to their role.
The Curated List Share
“Hi {{firstName}}, I put together a list of the top {{number}} {{resources}} for {{targetRole}} leaders in {{industry}} for {{year}}. Includes {{examples}}. Thought it'd be useful for your team at {{company}}: {{link}}. Did I miss anything good?”
When to use
When you have a curated list of tools, resources, or best practices relevant to their role.
Personalization tips
The 'did I miss anything?' question invites a reply. Curated lists also get shared, expanding your reach.
The Video Content Share
“Hey {{firstName}}, I recorded a quick 3-minute walkthrough on {{topic}} — covers the {{approach}} that's working for {{industry}} teams right now. Thought it might be relevant given your focus on {{area}} at {{company}}: {{link}}. Let me know if you want the longer version.”
When to use
When you have a short video explaining a concept or approach relevant to the prospect.
Personalization tips
Keep the teaser video under 3 minutes. Offering the 'longer version' creates a natural follow-up opportunity.
The Trending Topic Share
“Hi {{firstName}}, this has been blowing up in {{industry}} circles — {{topic}} is shifting how teams approach {{area}}. Here's the best breakdown I've seen so far: {{link}}. Given {{company}}'s position in the market, curious how you're thinking about it.”
When to use
When there's a hot topic or trend in their industry. Positions you as someone with a finger on the pulse.
Personalization tips
Timing is everything with trending topics. Share within days of the trend emerging, not weeks later.
Content Sharing Best Practices for Outreach
Sharing content is only effective when done right. Here's how:
1. Relevance over recency: Don't share your latest blog post to everyone. Share the right content with the right person. 2. Mix owned and third-party: Sharing others' content builds trust. Sharing only your own feels self-promotional. 3. Lead with the insight, not the link: Tell them why the content matters to them before dropping the URL. 4. Ask a question: End with a question related to the content. 'Does this match what you're seeing?' invites a reply. 5. Don't gate everything: If every piece of content requires their email, trust erodes. Mix gated and ungated generously.
Content-Driven Outreach with Handshake
Handshake helps you turn content into a systematic pipeline generation tool:
- Content library: Store your best-performing content assets and map them to audience segments. - Smart matching: Handshake suggests the right content for each prospect based on their industry, role, and behavior signals. - Sequence integration: Drop content shares into your outreach sequences as value-add touchpoints between asks. - Engagement tracking: See who clicked your links, read your content, and came back for more — then prioritize those prospects.
Content sharing is the bridge between marketing and sales. Handshake helps you use it strategically at scale.
Frequently Asked Questions
Should I share my own company's content or third-party content?
Mix both. Third-party content builds trust and feels less salesy. Your own content demonstrates expertise and positions your product. A good ratio is 60% third-party, 40% your own.
How do I know which content to share with which prospect?
Match content to their role, industry, and current challenges. Check their recent posts, job postings, and company news for signals. A CTO cares about different content than a VP of Sales.
Should I share content in the first message or wait?
Content works great as a second or third touchpoint. Your first message should be a connection request or brief introduction. Content sharing is most effective when they already have some context on who you are.
How often should I share content with the same prospect?
No more than once every 1-2 weeks. Each piece should be genuinely relevant — not just filling a sequence step. Quality and relevance beat frequency.
What's the best type of content for sales outreach?
Industry benchmarks and data, how-to guides specific to their role, case studies from their industry, and curated resource lists perform best. Avoid press releases, company announcements, and generic thought leadership.