While 60% of sales content is either inaccessible or undiscoverable, sales teams often struggle to determine the right moment to use existing materials. Your content should facilitate product discovery and enhance the utility of digital resources such as Sales and Marketing Intelligence.
Digital content is a crucial component of any successful online sales funnel. More businesses today recognize the vital role content plays at every stage of the sales process.
Valuable content helps sales representatives and companies stand out, establish expertise, and build trust with prospects more quickly. Sales enablement content includes:
- Informative blog articles
- Case studies
- Print materials
- Email campaigns
- Customer testimonials
- Social media content
The most effective content is the kind that empowers sales teams to succeed in their efforts.
Road to Creating High-Value Content
58% of sales pipelines stall due to the inability of sales teams to add value. Aligning sales and marketing efforts is essential for developing strong sales enablement content. Organizations can follow these key steps:
Audit Existing Content
Identify common questions and concerns that sales teams encounter throughout the buyer’s journey. Mapping content to specific concerns saves time and resources in content creation.
Engage with customer support teams to gather frequently asked questions and identify disconnects between the product and audience needs. Some content may need adjustments or reworking to fit its intended purpose.
Identify:
- Content that is already sales-enablement ready
- Content that requires modification
- Content that does not fit within the strategy
Let the Sales Team Help Shape the Content Strategy
Sales representatives have direct conversations with prospects and understand the kind of content that could help explain key points and engage decision-makers.
Collaborating with both sales and marketing teams to identify helpful content formats fosters insights into how each team operates and encourages future content-driven initiatives.
Leverage Internal Documentation
Internal documents, such as product comparisons and specification sheets, are often overlooked but can be valuable resources for prospects. While these documents may not always be refined for external use, they contain critical information that can enhance understanding of the company, processes, and products.
With necessary adjustments, these materials can be transformed into digestible content that effectively addresses specific questions.
Track Content Usage and Analytics
It is essential to monitor content performance to measure its effectiveness.
Insights should include:
- Who is viewing each piece of content
- How often a specific content piece is accessed
- What sections of the content receive the most engagement
These analytics guide future content creation efforts. High-engagement content should serve as a blueprint for future materials.
Map Content to the Customer’s Journey
Use findings from the content audit to align materials with the buyer’s journey. Assign specific types of content to different stages, ensuring prospects receive the right information at the right time.
For example:
- Ebooks for early-stage education
- Blog posts for research and awareness
- Case studies for later-stage decision-making
A well-rounded content library equips sales teams with the necessary resources to engage prospects throughout the sales funnel.
Update Sales Content Over Time
Sales enablement content is not a one-time effort. As business-to-business buying teams expand and decision-makers operate across different locations, new concerns emerge regarding investment in solutions. Sales teams require content that addresses the perspectives of diverse stakeholders.
Sales enablement content is an ongoing investment. As needs evolve, marketing materials must also adapt. Regular updates and refinements ensure that content remains relevant and impactful.
By tracking industry trends, analyzing sales interactions, and refining materials over time, organizations can develop a strong and effective sales enablement strategy.
