How to Create a Sales Enablement Content Strategy
A sales enablement content strategy aims to make it easy for sales reps to close more deals. This type of content should include all forms of sales collateral, including white papers, videos, and other assets. It’s also important to create content relevant to the buyer’s journey throughout the sales process. Developing a well-balanced approach will help sales representatives develop various materials to meet the needs of different types of buyers.
One of the most important steps of the sales enablement process is creating an easy-to-navigate resource center. This means that sales reps will find content that meets their specific needs. This requires brainstorming topics and scheduling these sessions not to be interrupted. Ideally, these sessions will be held twice a week, two to four pieces per week. It is also important to ask for feedback from colleagues and prospects on recent content and other strategic elements.
Once you have created a sales enablement content strategy, you need to measure its results. An analytics analysis will allow you to see which content is working well and which isn’t. You can determine which types of content are most effective by tracking responses. For example, blog posts may be more successful than whitepapers, or video tutorials may be more beneficial. You can also track your salespeople’s performance by recording their feedback.
Ask sales experts to outline and edit your content to make the most of your sales enablement content strategy. Several common types of sales content fill in gaps in the funnel. Each type works better for certain audiences and channels than others, and it’s important to consider which ones fit best for your audience and goals. You can start by creating a comprehensive list of the most important types of marketing content. For example, case studies, demos, and one-sheets are great examples of sales content.
In addition to identifying the most effective sales enablement content, you should also track how your content is performing. Analytics can show whether your sales enablement content generates leads, attracts customers, or generates revenue. By measuring your content’s performance, you’ll be able to determine whether your content is delivering results. In short, your content strategy will be more successful if it provides your buyers with valuable information.
Once you have developed a content strategy for sales enablement, you should determine the topic. Written and video content has different subject matters, and they should be tailored to each audience. Before you begin brainstorming for new topics, brainstorm for a few key topics and make a list of the best topics. It’s also important to schedule the content for different platforms, as they need to stay relevant and interesting for the readers.
When creating a sales enablement content strategy, including sales analytics. If you haven’t yet implemented one, it’s best to start by determining your target audience. By incorporating sales metrics into your content strategy, you can ensure that the most relevant content is presented to your audience. By using analytics, you can also determine how well your content strategy is working. For example, if a video is effective for a product, you’ll want to create a case study based on that customer’s experience.
A sales enablement content strategy should be a holistic approach. It should focus on creating relevant content for your target audience. It must help them find your website and should be categorized in a way that focuses on the specific needs of their buyers. Once you’ve identified your target audience, create a sales enablement content strategy that includes that specific type of information. Once you’ve created your content strategy, you can measure its performance and adapt it to the needs of your business.
A sales enablement content strategy should focus on addressing the needs of your audience. If you aren’t sure what your audience wants, conduct a content audit and ask your sales team. Often, they will tell you what they need to know. The result should be relevant and helpful. For example, if users are confused, they may be confused about the best way to use a product.