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How to Create High-Value Sales Enablement Content (2024)

Learn types of sales enablement, crafting content strategies, metrics, and top software. Boost your sales with expert techniques.

Hadar Peretz

6 minute read

How to create sales enablement content
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Short answer

How to Create Sales Enablement Content?

  1. Identify Needs: Understand prospects' concerns and questions.

  2. Collaborate: Join forces with marketing, product, and customer success teams.

  3. Create: Develop informative, engaging content.

  4. Customize: Tailor content for different buyer stages.

  5. Measure: Evaluate content effectiveness and adjust.

What is Sales Enablement Content?

Sales enablement content serves as a resource for sales reps, allowing them to address prospect concerns, elucidate product attributes, and convert potential buyers into customers.

It's crucial for the sales team to share the right content at the apt stage of the buyers' journey to augment the chance of closing deals.

Per Salesforce, "58% of sales pipelines stagnate as sales reps fail to add value for buyers."

Traditionally, sales teams collaborate with marketing to generate the necessary content. However, creating sales enablement content can be a cross-team effort involving product and customer success teams too.

Let's first identify the essential types of content for sales enablement.

5 Differences Between B2B and B2C Sales Enablement Strategies

The arena of sales is vast, and strategies vary notably between B2B and B2C landscapes. Let’s decode the key distinctions:

1) Sales Cycle Length:

  • B2B: Longer due to higher stakes and multiple stakeholders.

  • B2C: Shorter with straightforward transactions.

2) Decision-making Dynamics:

  • B2B: Committee-based, requiring a holistic content approach.

  • B2C: Individual-based, focusing on personal benefits.

3) Content Tone:

  • B2B: In-depth, professional, and authoritative.

  • B2C: Light, engaging, and personal.

4) Customization Level:

  • B2B: High; tools like Storydoc can aid in personalizing presentations.

  • B2C: Moderate; broader resonance often works well.

5) Key Metrics:

  • B2B: Focus on Customer Lifetime Value (CLV) and retention rates.

  • B2C: Short-term gains like conversion rates and sales figures are crucial.

Explore our article on B2B sales enablement strategies. It's brimming with valuable tips, examples, and expert insights to navigate the complex world of B2B sales effectively.

3 Core Strategies for Crafting Sales Enablement Content

Creating impactful sales enablement content necessitates a tailored approach as there isn’t a universal template for success.

Here's how to mold the right content to boost your sales efficacy:

1) Engage Your Audience

It might seem straightforward, yet many overlook the power of directly asking buyers about the content that aids their decision-making process.

Although some sales content platforms offer insightful analytics, they may fall short in highlighting content gaps. A simple solution? Conduct a brief survey among your buyers to unearth the types of content that can propel sales.

Here's our CEO, Itai Amoza, elucidating the crucial components that render a presentation engaging:

How to make a presentation engaging

2) Harvest Insights from Sales Teams

Your sales teams, the front-liners interacting with customers daily, possess a goldmine of insights about the content required to seal deals.

By dissecting sales calls, particularly the lost deals, you can pinpoint the lacking content that could have flipped the narrative.

Sifting through hours of call recordings might seem daunting, but modern tools like Grain can streamline this process by capturing and sharing pivotal questions and content ideas with your team via platforms like Slack.

Expert Advice: Create dedicated Slack channels like #voice-of-the-user, #feedback, #sales, etc., to allow for a seamless flow of insights directly from customer interactions.

3) Align Content with the Customer Journey

Step into the customer's shoes to anticipate their inquiries and reservations throughout the buying journey.

Auditing your existing content against possible customer questions and objections reveals critical content voids.

By developing distinct buyer journey maps based on your Ideal Customer persona (ICP) and pricing tiers, you can tailor your content to meet varying requirements.

For instance, the sales assets required to captivate an enterprise client will markedly differ from those needed to engage a mid-sized business.

5 Steps for Creating Sales Enablement Content

Sales enablement content serves as the bridge between your brand and potential customers, facilitating a smoother journey toward a successful deal closure.

A strategic concoction of the right content can significantly uplift your sales initiatives.

Here's a guide to meticulously crafting sales enablement content that resonates with your prospects and propels them down the sales funnel:

1) Identify Prospect Needs

Understanding the prospects' concerns and queries is the initial step toward creating resonant sales enablement content. Engage with prospects, conduct surveys, and utilize analytics to understand their needs.

Maintain an iterative approach to stay updated with evolving market dynamics and prospect concerns.

2) Foster Cross-Team Collaboration

Collaboration among the sales, marketing, product, and customer success teams can provide a comprehensive view of content creation.

Foster open communication and regular brainstorming sessions among these teams. Combine insights from each department to create a well-rounded content strategy.

3) Craft Engaging Content

Now, embark on the creation of engaging and informative content that facilitates a dialogue with the prospects.

Utilize various formats like blog posts, infographics, webinars, and video testimonials for diverse engagement.

Ensure the content is well-researched and encapsulates your brand’s value proposition.

Transform your traditional documents into interactive web presentations that capture and maintain your audience's attention.

Here’s an example of the difference between static and interactive content:

Static PDF or PPT
Interactive Storydoc

4) Customize for Buyer's Journey

Tailoring the content to align with different stages of the buyer’s journey is pivotal for its effectiveness.

Extend customization based on industry, company size, and individual personas.

Address the unique needs and concerns harbored at each stage of the buyer's journey.

5) Measure Content Impact

Evaluating the effectiveness of the content is crucial to ascertain its impact and areas of improvement.

Metrics for evaluating content effectiveness:

  • Engagement Metrics: Analyze metrics like click-through rates, page views, and time spent on content to assess engagement levels.

  • Conversion Metrics: Track lead conversion rates and sales to measure the direct impact of your sales enablement content on business objectives.

  • Feedback Metrics: Collect feedback from both sales teams and customers to gauge the relevance and usefulness of the content provided.

Examples of Sales Enablement Content

Post dialogue with customers and sales teams, and after mapping customer journeys, a list of vital content assets will emerge. For prioritization, start with:

  1. Product Synopsis Sheets: Quick reference for sales teams regarding product essentials.

  2. One-Pagers: Brief overviews encapsulating key selling points of your offerings.

  3. Success Narratives: Real-world success stories to instill confidence in prospects.

  4. Competitive Landscape Analysis: Insights on competitors to facilitate informed discussions.

  5. Battle Cards: Reference cards highlighting your strengths against competitors.

  6. Pricing Strategy: Clear pricing tiers for transparent communications.

  7. Visual Testimonials: Authentic customer testimonials in a visual format.

  8. Sales Maneuvers: Guides equipping sales teams for various selling scenarios.

  9. Product Demystification Videos: Videos elucidating product functionality and benefits.

  10. Product Marketing Sheets: In-depth insights into your product’s features and benefits.

  11. Personalized Avatars: Tailor sales prospecting personalization with detailed outlines of ideal customer personas for more engagements.

7 Essential Techniques for Effective Sales Enablement Content Creation

  1. Audit Existing Content: Evaluate and repurpose existing content that aligns with prospective customer inquiries.

  2. Utilize Internal Documentation: Leverage internal documents to craft insightful content that elucidates your offerings.

  3. Engage Sales Reps in Content Direction: Involve sales reps to ensure content aligns with real sales process needs.

  4. Continually Enhance Sales Content: Regularly refine content based on market changes and sales team feedback.

  5. Align Content with the Customer’s Journey: Tailor content to address needs at each stage of the buyer's journey.

  6. Diversify Content Formats: Incorporate visuals and videos to enhance content engagement and retention.

  7. Track and Analyze Content Usage: Monitor content engagement to gather insights for future content refinement.

6 Sales Enablement Software for Content Management and Sales Training

  1. Seismic: Known for content automation and sales performance management.
  2. Highspot: Offers content management, training, coaching, and buyer engagement.
  3. Showpad: Focuses on content management and sales training.
  4. Savo: Provides coaching, onboarding, and content management solutions.
  5. Brainshark: Offers sales readiness solutions including training and content creation.
  6. Storydoc: Transforms static sales documents into interactive presentations.
Hadar Peretz

I am a Marketing Specialist at Storydoc, I research, analyze and write on our core topics of business presentations, sales, and fundraising. I love talkig to clients about their successes and failures so I can get a rounded understanding of their world.

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