How to create compelling sales enablement content?
Your sales enablement process will only be as effective as your sales enablement content. This underscores the unwavering importance of developing dynamic sales enablement content for your sales team and customers.
Fortunately, by now, you've done much of the hard work. You have identified your target audience and created targeted segmented customer personas. Now, it's time to put creativity into motion.
When creating compelling sales enablement content, you should remember to focus on the customer, keep it concise, and make it relevant to your target audience's unique needs. In addition, make sure to include the following key points.
Write engaging headlines
Whether it's a blog, flyer, case study, video, or any other sales content, one of the most important parts is the headline. On average, 8 out of 10 people will read your headline copy, while only 2 out of 10 will continue past the headline.
This means creating an engaging headline is paramount. It represents your opportunity to hook the reader and prompt them to continue reading.
Here are a few bonus tips you can use when creating engaging headlines:
- Be clear and concise by conveying the main point in a few words.
- Tap into your reader's emotional triggers with words like "shocking," "powerful," or "sensational."
- Be extremely specific to generate intrigue. For instance, instead of saying "How to Wash a Car," you could say "5 Surprising Tips to Restore Your Vehicle's Showroom Shine."
- Utilize numbers and metrics to capture the reader's eye.
- Work to create a sense of urgency with phrases like "limited time offer" and "act now."
- Try to use wit or humor to undermine the seriousness of your content.
And as with most sales and marketing teams and team initiatives, you should test, test, and refine.
Create valuable content
When creating valuable content, it's all about knowing your audience and addressing their specific interests, pain points, and motivations. You should focus on your customer — not the product or service. Work to highlight how your solution can address their needs or solve their problems. You can further improve the value of your content by:
- Delivering actionable insights, such as best practices, case studies, and tips based on real-world results.
- Employ research and data to give tangible evidence, which can help build trust and demonstrate your expertise.
- Keep it brief. Don't spend 800 words to say what you can in 300.
- Create engaging content that is easy to read and taps into some emotional element of the reader.
- Keep your eye on the customer journey and tailor every piece of content to the specific stage of the funnel.
- Be versatile with your content formats. Don't isolate yourself to one form of content. You should use and test all different types to see how your audience responds.
Use visuals to enhance your content
Coined by Henrik Ibsen, the adage "A picture is worth a thousand words" explains the importance of using visuals to enhance your content. Visuals can help break up the content and make it easier to consume.
Visuals can also simplify complex and challenging topics, making them easier to understand. While most people immediately envision pictures or photos when visuals are mentioned, there are several types:
- Graphs, charts, and data visualization tools
- Interactive content
- Social media posts
- Animated GIFs
Ensure your content is mobile-friendly
As of February 2023, 52.08% of all website visits are mobile, while only 47.92% of users come from desktops. With this in mind, it's vital to create mobile-friendly content.
Failure to do so could result in you ostracizing about half of your potential content audience. Mobile-friendly content is content that is readable and easily accessible on mobile devices. One of the most important tenets of mobile-friendly content is to use a responsive web design. Responsive websites can quickly change and adapt to the size of the user's screen.
Distribute and promote your sales enablement content
While creating great content is important, it's just as important to distribute your sales enablement content. Content distribution is getting your content in front of the right target audience.
Popular content distribution channels include:
- Email newsletters
- Social media platform
- Video platforms
- And more
The goals of content distribution can include attracting new viewers, increasing brand reach, and ultimately driving prospects to your site to encourage them to convert to a lead. However, you will need to define your own specific goals.
Identifying the right channels for sales content distribution
Identifying the distribution channels for your content will always be about your target audience, the platforms they use, and their preferences.
For example, if you want to engage executives and HR professionals, using Facebook as a distribution channel may not be as productive as LinkedIn. Here are a few additional tips you can use to choose the right content distribution channels or take a multichannel approach:
- Outline the types of content your audience prefers,
- Research all the different possible distribution channels,
- Learn the platforms your audience uses,
- Evaluate the suitability and effectiveness of each channel,
- Identify the types of content your audience wants, and
- Continually test and refine your content distribution strategy.
Create a distribution plan for your sales enablement content
To create a distribution plan for your sales content, you must first identify the tactics and channels that will help you drive engagement, reach your target audience, and convert.
Once you know where to reach your target audience, you can outline the ideal channels and promote your content there. Examples of distribution plan channels and promotion opportunities include:
- Organic content distribution includes using search engine optimization to improve the position of your content in search engines. It can also include sharing content on social media platforms and via newsletters.
- Paid content distribution includes putting dollars behind your content to amplify the effect. It could be sponsored content on websites, paid Google ads, or social media paid to advertise.
- Influencer marketing can be a vital cog in your distribution plan. It involves partnering with industry experts and influencers to promote and share your content with their audiences and followers.
- Syndication involves publishing your sales engagement content on third-party platforms and websites to bolster visibility and reach.
Measuring the success of your sales enablement content
After your content is published and promoted, it's imperative to measure performance. Measuring the success of your marketing and sales teams' content is vital for identifying where you can improve.
- To get started, define your goals that align with your broader business objectives.
- Identify KPIs you'll use to determine campaign success, such as engagement rates, website traffic, time on page, bounce rate, etc.
- Establish benchmarks for each KPI to determine whether you are achieving your goals or regressing.
- Actively monitor metrics to track changes and identify when progress occurs.
- Evaluate your content by looking for trends. You can also gather feedback from your sales team to learn about opportunities for improvement
- Analyze your data and adjust your content strategy as suggested, such as changing channels, revising target audience persona, or updating benchmarks.
Always update and refresh your sales enablement content
Just as the needs, preferences, and demographics of your target audience evolve, your content should do the same. More so, your sales enablement strategy and content shouldn't be on a set-it-and-forget-it cadence. You should continually update, refresh, and evolve your sales content to meet the needs of your target audience and sales team.
However, this is often easier said than done, especially when you have hundreds of pieces of content stored in different places.
Fortunately, Mailchimp's Content Studio makes it easier to synchronize, store, and manage content. Mailchimp's Content Studio allows you to manage all digital assets, including marketing files, your sales scripts, decks, photos, graphics, and more in one convenient location. It's the fastest and most efficient way to ensure your sales reps have what they need when they need it.