As it turns out, 68% of customers feel more positive about a brand after consuming content from it. And 82% of buyers viewed at least 5 pieces of content from the winning vendor.
And using content in sales works. Plus, there's data to prove it too:
For example, companies that develop sales enablement strategies achieve 13.7% annual increase in contract value (source). And according to the same source:
"Marketing teams with high visibility into content utilization see 33% more leads accepted by sales."
But let's turn tables around a bit.
According to Kapost (quoted via The Whole Brain Group), 65% of sales reps say they can't find content to send to prospects.
And that's where things start to get interesting. Because you see, Hubspot estimated that misalignment of sales and marketing costs businesses $1 trillion each year in decreased sales productivity and wasted marketing efforts.
And most likely, the majority of your content will relate to one of the three groups of leads:
People who only gather information about potential companies to consider.
Those who already compare the available solutions.
And finally, customers who are ready to buy.
So, imagine what content types a person at each of those stages of the buying cycle would be seeking. And then, use tags to assign each asset to a relevant category quickly.
For example, content that would engage customers in the first category would most likely include:
Someone who's already evaluating alternative solutions will most likely be looking for:
Implementation and Spec Sheets.
And so, you could categorize your content with relevant tags to help salespeople quickly find collateral that matches their prospects stage of the buying cycle.
#3. Use Additional Tags to Assign Content to Relevant Industries
Another way to make it easy for the sales team to find documents they need is by breaking them down by relevant industries.
Again, you could use tags for this purpose or create dedicated folders gathering all content pertaining to a specific industry.
This strategy is particularly useful if your organization publishes industry-specific research, data sheets or product pages.
#4. Group the Content by Buyer Personas
Personas provide salespeople with reference and insights that allow them to design relevant interactions with leads.
They know that a VP of marketing in a busy company will respond to a different message than a small business owner.
And what goes with it, they need different content assets to satisfy the needs of different personas.
Again, using tags or folders, you can group your content by buyer personas, allowing the sales team to navigate to the right information they currently need quickly.
TIP: You can use multiple tags to search for documents. For example, below is a search result for the top of the funnel documents (tagged with leadgen) that correspond to persona Dave (tag: dave).
The Final Challenge - Regularly Updating Sales About New Content
I admit, building a sales content library is no small feat.
But do you know what's even worse?Making sure that your sales teams know about any new content up publish.
After all, it doesn't matter how well you organize sales collateral. Unless your salespeople know that a particular content asset actually exists, they won't find it.
So, for the end, here are two ideas for regularly updating sales teams about new content you've created:
Create a new content changelog. It could be a simple Google Spreadsheet that lists any new pieces you've published in a week, month, etc. along with information about what they contain, and how you've categorized them in the library.
Launch a dedicated content-related Slack channel where you could notify sales team about new content, and they could quickly reference the marketing about a specific content asset they currently need.
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