{"id":169484,"date":"2022-07-18T09:31:28","date_gmt":"2022-07-18T08:31:28","guid":{"rendered":"http:\/\/realbusiness.co.uk\/?p=169484"},"modified":"2024-09-06T11:44:49","modified_gmt":"2024-09-06T10:44:49","slug":"5-types-sales-enablement-content-need-business-tips-create","status":"publish","type":"post","link":"https:\/\/realbusiness.co.uk\/5-types-sales-enablement-content-need-business-tips-create","title":{"rendered":"5 Types of Sales Enablement Content You Need for Your Business (and Tips on How to Create It)"},"content":{"rendered":"
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If you\u2019re a marketer putting together content to create brand awareness, you might think sales enablement content sits outside of your remit \u2013 or at least, that it comes to a few steps further along in the customer journey. But, when it comes to content creation, keeping marketing<\/a> and sales teams separate can be a mistake, and in fact, means both are losing out.<\/strong><\/p>\n

In this article, we\u2019ll look at five types of sales enablement content, as well as tips for creating it and integrating it with your content strategy<\/a>.<\/strong><\/p>\n

What is sales enablement content?<\/b><\/h2>\n

So first of all, what exactly is sales enablement content? Put simply, it\u2019s any content that reinforces your brand narrative and provides an experience to your user or audience, leading up to making a sale or converting your prospective customer.<\/span><\/p>\n

While either the marketing or sales teams might be directly responsible for creating their content (and remember, even if there are shared roles, it is important to delineate the <\/span>sales and marketing department functions<\/span><\/a>), each department should be informing the other. To the same end, it\u2019s also really important to know and communicate <\/span>the difference between sales managers and marketing managers<\/span><\/a>. Collaborating on sales enablement content means the sales team can work productively with their assets, and the marketing team can focus closely on delivering content that works to assist the sales funnel.<\/span><\/p>\n

How to create a sales enablement content strategy<\/b><\/h2>\n

The next question is, how do you create sales enablement content? As with all marketing and sales efforts, it starts with a strategy \u2013 and that means <\/span>creating a well-structured and detailed sales and marketing plan<\/span><\/a>.\u00a0<\/span><\/p>\n

While the marketing team should bring a deep understanding of the target customer to life, the sales team should be able to inform the content strategy with data and statistics. Together, you should decide on your goals for sales enablement content. Do you need to improve your lead generation with long-form content? Do you want to build trust with your audience by better leveraging your testimonials? Or, do your sales presentations need to be working harder?<\/span><\/p>\n

Types of sales enablement content<\/b><\/h2>\n

With a strategy in place, you\u2019ll be ready to get started on the content itself. Sales enablement content can be anything from explainer videos, testimonials, and case studies, to blog posts and white papers, interactive content, presentations, or sales scripts. Here, we\u2019ll look in detail at five types of sales enablement content you should be developing.<\/span><\/p>\n