How to create highly effective sales enablement content

Introduction

Great content marketing is about forming long-lasting connections with your audience; bringing them the information and entertainment they need to make life a little bit easier or more enjoyable. While we don’t want to sound all Gordon Gecko, it is also about selling.

From coaxing prospective customers to your website to delivering that all-important ebook as their interest grows, sales enablement is essential for driving conversions and building customer loyalty. In fact, high-quality content is the primary sales engine for 57% of organisations.

Creating impactful sales enablement content not only boosts customer engagement and grows your business it should also earn you gallons of free coffees from your grateful sales team. Let’s take a look at how to create the sales and marketing enablement content that will empower your sales team. 

But what exactly is sales content? 

So, what is sales enablement and what kind of content does it include? In essence, sales enablement content refers to a diverse array of materials tailored to support sales efforts at every stage of the buyer's journey.

From high-value blog posts and case studies to interactive webinars and sales presentations, these materials are carefully designed to educate, inspire and persuade potential clients. They are also excellent tools for cross-selling and up-selling. 

Why is sales enablement content important for sales teams?

Organisations with sales enablement achieve a 49% win rate on forecasted deals, compared to 42.5% for those without. Sales enablement assets equip sales teams with the resources needed to engage prospects effectively, answer their queries and guide them through the decision-making process towards conversion.

Whether it's a compelling case study showcasing previous successes or a detailed product sell sheet outlining features and benefits, these materials instil confidence in potential buyers, address barriers to sale, build brand awareness and recall and ultimately get them over the finish line. 

14 types of sales enablement content

Sales enablement materials come in a variety of forms, each tailored to meet specific objectives and engage audiences at different stages of the buyer's journey. Here's an overview of some sales enablement assets to consider for your content strategy.

1. High-value blog posts

Blog posts are versatile tools for sharing industry insights and updates about your products or services. They are also great for thought leadership and building brand reputation on social media. 

Top tips:

• SEO optimisation: Research and incorporate relevant keywords in your blog posts to improve search engine visibility.
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• Focus on problem-solving: Craft content that addresses common challenges faced by your target audience. Position your product or service as the solution.

2. Case studies

Case studies provide real-life examples of how your products or services solved specific problems for clients.

Top tips:

• Tell a compelling story: Craft case studies in a storytelling format, emphasising the initial problem, the solution provided and the outcomes achieved. Include quotes where possible and try to include the names of the brands you worked with to build trust (with their permission, of course!). 
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• Quantifiable results: Include quantifiable metrics to demonstrate the impact of your solutions, such as increased revenue or efficiency gains.

3. Sales playbook

A sales playbook is a comprehensive guide that equips your reps with information about products, competitors and sales techniques. You can also include information on branding guidelines and tone of voice, if appropriate. 

Top tips:

• Regular updates: Keep the playbook updated with the latest product features, pricing and competitive analysis.
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• Encourage feedback from your team to make sure the playbook is as useful and relevant as possible. 

4. Ebooks

Ebooks are in-depth resources that provide potential customers with detailed information about specific topics related to your industry or offerings. 

Top tips:

• Professional design: Invest in professional ebook design to enhance the visual appeal and credibility of the content. If you don’t have the budget, check out one of the free online templates and adapt it to suit your branding. 
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• Include interactive elements to increase engagement and encourage the reader to immerse themselves in the story. 

5. Explainer videos

Explainer videos simplify complex concepts and demonstrate product usage in a visually engaging manner. They are a fantastic tool at any stage of the sales journey. 

Top tips:

• Short and engaging: Keep videos concise (around 2-3 minutes) to maintain viewer interest. Keep an eye on your engagement metrics. If people are only watching for the first 30 seconds or so, try adapting the content so it gets straight to the point. 
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• Call to action: Include a clear call to action at the end of the video, guiding viewers on the next steps to take.

6. White papers

White papers delve deep into industry trends, research findings and expert analyses, helping to position your brand as a thought leader.

Top tips:

• Data accuracy: Ensure all data and statistics cited in the white paper are accurate and from reputable sources.
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• Visual representation: Use charts, graphs and infographics to present complex data in an easy-to-understand format.

7. Product sell sheet

A product sell sheet provides a concise overview of a product's features, benefits and pricing.

Top tips:

• Visual hierarchy: Design the sell sheet with a clear visual hierarchy, emphasising essential information like unique selling points and pricing.
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• Customer testimonials: If available, include short customer testimonials to build trust and credibility.

8. Proposals

Proposals outline specific solutions tailored to meet the needs of prospective clients.

Top tips:

• Customisation: Personalise proposals for each client, addressing their unique challenges and goals.
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• Clear deliverables: Clearly outline the scope of work, deliverables and timelines in the proposal to avoid misunderstandings.

9. Sales presentations

Sales presentations combine visuals and persuasive narratives to showcase your products or services during client meetings.

Top tips:

• Make them eye-catching and attractive: Use visuals, images and concise text to create visually appealing slides.
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• Practice and rehearse: Ensure sales representatives are well-versed in the presentation content and can answer potential questions confidently.

10. Webinars

Webinars are live or pre-recorded online events that provide in-depth insights, often featuring industry experts or company representatives.

Top tips:

• Interactive Q&A: Include interactive Q&A sessions to engage attendees and address their queries in real time. You can use the queries to inform future content marketing projects, too. 
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• Recording and repurposing: Record webinars for future use and repurpose the content into blog posts, social media snippets, or podcasts.

11. Testimonials

Customer testimonials are powerful ‘social proof’ sales enablement assets that highlight the positive experiences of previous clients.

Top tips:

• Go for a mix: Gather testimonials from different types of clients, showcasing diverse use cases and industries.
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• Video testimonials: Whenever possible and appropriate include video testimonials as they create a stronger emotional connection with viewers.

12. Sales battle cards

Sales battle cards provide quick-reference guides for sales reps, detailing competitive advantages, clarifying USPs and positioning strategies against competitors.

Top tips:

• Regular updates: Keep battle cards updated with the latest market trends, competitor analyses and product differentiators.
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• Keep it simple: Present information clearly and concisely to aid quick comprehension during sales discussions. 
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• Ask your more experienced salespeople to deliver their most successful elevator pitch and include some short quotes that encapsulate their message. Other team members can use these to inform their presentations. 

13. Company sales one-pagers

One-pagers offer a succinct overview of your company's offerings, suitable for quick reference or initial client meetings.

Top tips:

• Branding consistency: Ensure the one-pager aligns with your brand's visual identity, including logo, colours and typography.
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• Focus on benefits: Emphasise the benefits clients gain by choosing your company over competitors.

14. Email and messaging templates

Email templates provide standardised formats for outreach, follow-ups and responses to common inquiries.

Top tips:

• Personalisation: According to Think with Google, 90% of leading marketers say personalisation directly contributes to profitability. Always take the time to customise email templates with recipient names and relevant details.
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• A/B testing: Experiment with different email templates and subject lines through A/B testing to determine the most effective combinations.

Creating effective sales enablement content strategies in 6 simple steps

76% of content marketers neglect sales enablement while conducting marketing campaigns, so this is your chance to fully integrate these assets into your marketing flow and get a competitive edge. 

Crafting a successful sales enablement content strategy requires careful planning, continuous optimisation and seamless integration with the end-to-end sales process. 

Here's a step-by-step guide to creating an effective strategy:

Step 1: Audit your existing content

Every good marketing strategy starts with a good spring clean so let’s begin by evaluating your current sales enablement content. Identify what works well, what needs improvement and any gaps in your materials. An audit provides valuable insights into your content's strengths and weaknesses and can also identify opportunities for future content and campaigns. Try the Screaming Frog tool for the website side of your audit.

Top tips:

• Content relevance: Assess the relevance of existing content to your target audience and industry trends.
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• Content performance: Analyse metrics such as engagement rates, conversion rates and customer feedback to gauge content effectiveness.

Step 2: Gather feedback from your sales team

Your sales team interacts directly with clients, making them a rich source of feedback on the effectiveness of sales enablement materials.

Conduct regular feedback sessions to understand their challenges, preferences and specific content needs. This will also give you insights into competitor activity and how your marketing messaging is resonating. 

Research shows that 28% of media and marketing salespeople lack direct access to their own sales materials. So, when you distribute your assets, make sure people know where to find them and exercise strict version control to avoid any embarrassing ‘last-year’s-logo-or-pricing’ scenarios! 

Top tips:

• Bring in your product and/or customer service teams for added insights. 
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• Pay attention to recurring topics mentioned by sales representatives, as these indicate areas where new materials are needed. Your customer service and product development teams can also provide useful insights into content that will improve the sales journey. 

Step 3: Align content to each step of the customer journey

Map your sales enablement content to the different stages of the customer journey, from awareness and consideration to decision-making. Tailor content to address the specific needs and concerns of prospects at each stage.

Top tips:

• Buyer personas: Create content tailored to different buyer personas, ensuring that each segment receives materials relevant to their interests and challenges.
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• Content mapping: Visualise the buyer's journey and map relevant content types to each stage, ensuring a seamless transition from one stage to another.

Step 4: Create processes to improve content as time goes on

Establish a systematic process for content creation, review and updates. Regularly review the performance of existing content and identify opportunities for improvement. Implement feedback loops to gather insights from both sales teams and customers.

Top tips:

• Develop a content calendar outlining the creation, publication and review dates for each piece of content.
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• Implement version control for critical sales materials, ensuring that all team members are using the latest and most accurate information.

Step 5: Ensure the sales team knows what to do with the content

Training and guidance are crucial to ensure that sales representatives effectively utilise sales enablement content. Provide training sessions, resources and regular updates to familiarise the sales team with the content and its applications.

Top tip:

• Create a centralised digital library where sales materials are organised by category, making it easy for sales reps to find relevant content quickly.

Step 6: Measure the success of your strategy and continue to optimise

The sales enablement platform market is expected to grow by US$ 11 Billion at a CAGR of 16.2% by 2032. There are plenty of tools and tech out there to help you optimise your activities. Make sure you do plenty of research before investing and keep your long-term objectives in mind so the solutions scale with your business. 

Implement robust analytics and measurement tools to track the performance of your sales enablement content. Monitor key metrics such as conversion rates, customer engagement and sales closures. Then, use these insights to refine your content strategy continually.

Recommended Tools:

1. Google Analytics: For tracking website engagement, user behaviour and conversion rates related to sales enablement content.
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2. Salesforce: A CRM platform that provides detailed insights into customer interactions, helping you understand how sales enablement content contributes to sales success.

Distributing and sharing sales enablement content

Creating exceptional sales enablement content is just the beginning; effective distribution and sharing are equally important. Utilise various channels to reach your target audience and ensure your content reaches the right people at the right time.

Top tips:

1. Leverage social media: Share snippets, teasers and links to your sales enablement content across social media platforms to increase visibility.
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2. Email marketing: According to a survey by HubSpot, email is the most efficient channel for 43% of salespeople. Create targeted email campaigns featuring your sales materials and personalise emails based on recipient interests and preferences. Never over-personalise though, as this can come across as creepy. 
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3. Collaborate with influencers: Partner with industry influencers or thought leaders to promote your sales enablement content, reaching a wider audience.
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4. Content syndication: Syndicate your content on reputable platforms within your industry, increasing its exposure to potential clients.
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5. SEO Optimisation: Optimise your sales enablement content for search engines, incorporating relevant keywords and meta tags to improve organic search visibility.

What is the role of sales enablement content in the buyer's journey?

Understanding the buyer's journey is crucial for effective sales enablement content. Prospects go through distinct stages—awareness, consideration, and decision-making—each with specific needs and questions. Crafting targeted content for these stages enhances engagement and guides prospects closer to a purchase decision. 

In the awareness stage, focus on raising industry challenges awareness and providing valuable insights without direct product promotion.

During the consideration stage, offer in-depth content like case studies and webinars to showcase expertise and highlight product benefits.

In the decision-making stage, provide detailed product information, pricing guides, and customer testimonials to help prospects make informed decisions, ultimately optimising the sales process.

How to improve collaboration between sales and marketing for sales enablement content

Collaboration between sales and marketing teams is pivotal for creating cohesive sales enablement content. Open communication, shared goals and a unified strategy ensure that the content meets the needs of both teams and aligns with overall business objectives.

Top tips:

• Regular meetings: Schedule regular meetings between sales and marketing teams to discuss ongoing campaigns, feedback from clients and content requirements.
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• Shared metrics: Define common key performance indicators (KPIs) for both teams, fostering a sense of shared responsibility for the success of sales enablement content.
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• Feedback loops: Establish feedback loops where sales teams can provide input on the effectiveness of marketing materials and suggest improvements.

Trends and innovations in sales enablement content

Here are just a few of the new approaches leading the way in sales enablement content. 

AI-powered insights: The latest sales enablement tools leverage artificial intelligence (AI) to offer data-driven insights, aiding in sales pipeline analysis, lead identification, content optimisation, and task automation. 

Interactive content: Another trend involves the creation and delivery of interactive content like quizzes, surveys, videos and calculators. 

Omnichannel communication: Sales enablement tools integrate various communication channels such as email, phone, chat, and social media. Omnichannel communication enables personalised, streamlined interactions with prospects and customers, accommodating their preferences and enhancing collaboration within sales teams. 

How Contentoo can help you create high-performing sales enablement content

Creating and delivering sales and marketing content is a time-consuming task and not one to rush or do without effective collaboration. Contentoo offers comprehensive solutions for businesses seeking high-performing sales enablement content for all types of audiences, to achieve a wide variety of business goals. 

With a vast network of skilled copywriters, translators, SEO experts and content marketing strategists, we can help you create the content and campaigns that will get you noticed by the people who matter. Get in touch today to find out more. 

Frequently Asked Questions (FAQs)

What is B2B sales enablement content?

B2B sales enablement content refers to specialised materials designed to support business-to-business (B2B) sales and marketing efforts. These materials are tailored to address the unique challenges, industry-specific nuances and decision-making processes involved in B2B transactions. B2B sales enablement content includes resources such as white papers, case studies, product sell sheets and targeted email campaigns crafted specifically for businesses selling products or services to other businesses.

What are the core components of sales enablement?

The core components of sales enablement encompass a combination of strategic planning, content creation, training and technology implementation aimed at empowering sales teams and driving revenue growth. These components include:

1. Content creation: Developing diverse sales enablement materials, such as case studies, ebooks and sales presentations, to engage prospects and support sales efforts.
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2. Sales training: Providing comprehensive training to sales representatives, ensuring they are well-versed in product knowledge, sales techniques and objection handling.
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3. Sales technology: Implementing sales enablement tools and platforms to streamline content management, automate sales processes and track customer interactions.
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4. Analytics and measurement: Utilising data analytics to measure the effectiveness of sales enablement strategies, identify areas for improvement and optimise content and sales techniques accordingly. 
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5. Collaboration: Fostering collaboration between sales and marketing teams, aligning goals and ensuring seamless communication to create cohesive sales enablement content.

What is a sales enablement content manager?

A sales enablement content manager is a marketing professional responsible for overseeing the creation, organisation and distribution of sales enablement content within an organisation. This role involves collaborating with marketing, sales and product teams to understand the target audience, industry trends and product offerings. The sales enablement content manager coordinates the development of various content types, ensures consistency in messaging and branding and assesses the impact of sales enablement materials on sales performance. Additionally, they may use content management systems and analytics tools to optimise content strategies, track engagement metrics and enhance the overall effectiveness of sales enablement content.

*Pssst — if you need a sales enablement content manager, give us a call. We would love to help.