7 Tips for Developing High-Value Sales Enablement Content

May 17, 2021
Sujan Patel

High-value sales enablement content makes your sales team more effective.

It’ll bring in more leads, get more webinar sign-ups, lead to more demos, and help you overcome objections to close more deals. If that sounds too good to be true, it’s because not all content is created equally. Plenty of organizations try and fail at making the right content.

So, what does “high-value” sales enablement content look like?

And more importantly, how do you create it so your sales organization can reap the benefits as well?

Here are seven tips for developing first-rate sales enablement content that’s sure to impress your prospects and boost your sales team’s confidence:

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1. Lead with the customer

Who better to give you ideas for high-value content than your own customers?

Your marketing and product teams probably have a few ideas to get you started, but nothing beats ideas directly from the consumer. The tricky part is getting their attention long enough to get a quality response.

Try sending out surveys, asking customers in emails, and bringing it up on calls to see how they found you and whether they’d done any research prior to reaching out. If they engage, then dig a little deeper. What was helpful? What wasn’t? What was missing that you could create?

The more you can fill the gaps on what’s working and what’s not, the quicker you’ll realize the benefits of creating high-value sales enablement content.

Finally, look over your search engine rankings and social media to see what your most popular web pages and pieces of content are presently. If clients are flocking to a few topics, then that may provide the blueprint for what works. If others aren’t getting traffic or shares, then you’ll equally realize what’s not working.

2. Get input from the sales team

Sales reps and sales operations teams understand what content is helpful and what might be a waste of time. They’re the ones talking to prospects, answering questions, and fielding objections. Plus, there’s a good chance that they’ll help you if they know it’s going to help them in the long run.

Some content they can provide includes:

  • Personal testimonials of what’s worked and what hasn’t over their career.
  • Sales call recordings that give you a direct line to the customer’s wants and needs.
  • Email threads rich with customer feedback and ideas for improvement.
  • Post-sale surveys that provide a clear picture of customer satisfaction or dissatisfaction.

Getting input from the sales team can also act as the catalyst for bringing your sales and marketing teams closer together. LinkedIn research shows that 87% of marketing and sales leaders believe collaboration between the marketing and sales teams enables critical business growth. More businesses are using UCaaS solutions to improve communication and collaboration, especially in remote work environments.

3. Map content to the buyer’s journey

In order to be effective, the content that your team creates has to be relevant. Ideally, you’d have content for the awareness, consideration, and decision stages of the buyer’s journey. Some content ideas that work well at these stages include:

  • Awareness stage: Social media posts across platforms your prospects actually use. Advertising, sponsorships, and public relations.
  • Consideration stage: Case studies, datasheets, ebooks, whitepapers, free trials, references, vendor comparisons, and pricing.
  • Decision stage: Live training, recorded webinars, user guides, kick-off events, and pricing breakdowns.

Certain types of content work better during each stage and should be tailor-made to your customer personas or product use cases. You’ll only want to go generic for high-volume, low-price products. For the opposite, you’ll want a template that’s customizable for each client.

4. Focus on creating evergreen content

Evergreen content stands the test of time. It’s high-quality content that you can reuse for years, if not decades.

No, we’re not talking about the Evergreen ship that blocked the Suez canal in 2021. Although it paints the perfect picture as to why your content should be evergreen.

For example, if you’re reading this article in early 2021, you might laugh at that Evergreen ship reference above. In 2025, you’ll probably have forgotten all about that little fiasco, and it will make the article seem outdated. That’s what you want to avoid.

Evergreen content requires in-depth research, high-quality supporting visuals, and the occasional facelift. Evergreen content is not the kind of work that you can create, release to the world, and forget it exists. You need to revisit it a couple of times each year to update the outdated parts, fix broken links, and continue to add value to it.

5. Prompt action with each piece of content

There are two ways to think about “high-value” sales enablement content.

There’s high-quality content that resonates with customers. We called that evergreen content in tip number four above. Then, there’s high-value content that helps sales meet their goals. It’s more specific, more “salesy,” and takes a direct approach.

Ideally, you’d have a mix of both. Content that speaks to the prospect in a deep and meaningful way, but also aligns with the various sales closing techniques your team deploys.

In short, each piece of content should inform first and foremost, but also prompt the reader to take action. That action could be requesting more information, signing up for a webinar, or reaching out to a sales rep to provide their credit card.

6. Use technology to your advantage

A major part of proper sales enablement comes down to what sales software your team uses. Having the right tools doesn’t help develop high-value sales content, but it does extend your reach so you can focus less time sharing it and more time making your content better than anything else out there.

According to Highspot research, over 75% of respondents from companies using sales enablement tools indicated that their sales increased over the past 12 months, with nearly 40% reporting growth of more than 25%.

Some technology can save time, like how Wordable makes it easy to export content to any website, or how email marketing software helps automate the delivery of the right content at the right time.

With the right tools, you can pump out fresh content like a well-oiled machine and do so without sacrificing quality. That’s the dream. Again, it won’t happen overnight but getting the right tools and truly understanding how to use them is a good step.

7. Rehearse, train, and prepare for anything

The right technology stack and content is worthless if your team lacks proper sales training.

Once you have a first draft of your sales enablement content, try testing it out. Internal training sessions each week or month can help tremendously with building your rep’s confidence and seeing if the content is as effective as you think.

It will also help identify opportunities for improvement and ensure that reps are using it under the right circumstances.

Focus on building the right system

At the end of the day, your team is only as strong as the support you provide. People sometimes rise to the level of your expectations, but they fall to the level of their training and systems more often.

Make creating a system that facilitates excellence your top priority. People need to know not only what content exists, but how to use it.

Sujan Patel
Sujan Patel is a partner at Ramp Ventures & co-founder of Mailshake. He has over 15 years of marketing experience and has led the digital marketing strategy for companies like Salesforce, Mint, Intuit and many other Fortune 500 caliber companies.

About the Author

Sujan Patel
Sujan Patel is a partner at Ramp Ventures & co-founder of Mailshake. He has over 15 years of marketing experience and has led the digital marketing strategy for companies like Salesforce, Mint, Intuit and many other Fortune 500 caliber companies.