Selecting content formats for sales enablement is one of the crucial moments in developing a strategy aimed at optimizing sales results and empowering salespeople.
Without a doubt, Content Marketing is a great ally of the strategic objectives shared by sales and marketing, as long as it is executed optimally and coherently.
Sales enablement is a process that seeks to generate more effective sales processes, providing relevant information, giving salespeople persuasion tools and building a climate of trust and authority that favors closing and results.
For this reason, it requires very specific material formats , which are aligned with the commercial area and the specific requirements of the teams.
But what are they? What should a content strategy of this type include?
Here we help you answer this and other questions!
Below, learn about 9 of the most effective and far-reaching formats for sales enablement.
Join us until the end!
9 Powerful Content Formats for Sales Enablement
1. Videos (preferably interactive) 9-sales-enablement-content
Video is much more than just a asia mobile number list trendy format, adapted to this generation that loves and enjoys visuals.
It is a tangible source of profitability for commercial and digital marketing strategies .
Nearly 90% of marketers believe that video as a content format gave them a good ROI .
In addition, 80% say that it directly contributed to an increase in sales and 87% consider it an important source of lead generation .
And what makes this audiovisual format so special?
For sales enablement, video is a means to build trust, add value and explain in detail an element of interest , such as product features and functions.
Imagine how many words, explanations, arguments and speeches you will save your salespeople!
With strategic, attractive and relevant videos, you will generate engagement with your prospects and help them fully understand your value proposition, preparing them for the closing of sales.
If the videos are interactive , even better!
Interactive content , including this audiovisual format, will help you obtain data — through clicks on points of interest, comments and other interactions — and, thus, get to know your potential client better.
2. Success stories 9-sales-enablement-content
Your salespeople have a big challenge every increasing the use of artificial intelligence when creating eshops (ai): day or before every interaction with a lead : proving that your company really delivers results!
Today, markets are saturated with commercial offers and alternatives, and many of them simply sell “smoke” and promise magical results that later do not materialize.
You need to prove that you are not more of the same !
And that’s where success stories come into play . They are content that shares in detail the history of a client and the achievements they reached through your product, service or tool.
Preferably, to build trust and be transparent, mention your client’s specific name in this material, provided that they authorize it, of course. And, above all, support each message and statement with hard data and attractive metrics.
On the other hand, if in addition to generating trust you want to captivate, enamor and even evoke feelings, you can use storytelling as a model for writing and developing the case.
After all, who doesn’t love stories with happy endings?
Taking advantage of this opportunity, I invite you to learn about the success story of Aliat Universities with Rock Content , a strategy that has generated beautiful results for the digital presence of this Mexican educational institution.
3. Ebooks (preferably interactive) 9-sales-enablement-content
For many, a book has changed their benin businesses directory lives forever. And a digital and condensed version, such as an e-book, can do the same.
An ebook, for example, can be the reading your lead needed to discover how to solve and meet a pressing need and, thus, purchase a product — your product — that translates into substantial improvements, great results and growth.
This format also stands out for offering sufficient breadth to explain products, services or innovation topics in a detailed and segmented manner .
If you opt for interactive ebooks you will improve your reader’s experience, turning the material into a collectible and memorable piece, while promoting the capture of interesting data .
4. Product blog posts
If you want content that not only empowers your salespeople, but is also highly visible, easily accessible, and even contributes to your brand’s digital authority, give blog posts a try!
This is the preferred format for SEO :
- flexibility of extension,
- open to images and videos that enhance the experience,
- able to feed off the authority your domain already has
- and of course, always looking forward to an excellent keyword distribution .
Let’s conquer Google’s SERPs (and some sales)!
To align with what is expected from the different content formats for Sales Enablement, use blog posts as explanatory guides to your products .
It is also a good idea to address specialized and novel topics in your market and turn your sellers into authors, giving them visibility and authority.
5. Customer reviews and recommendations 9-sales-enablement-content
Customers also have a direct role in the best content formats for sales enablement.
Nowadays, marketing is increasingly open to allowing user interactions, and review and recommendation content is a clear example of this.
Having your customers post on your blog or even leave reviews on external pages dedicated to opinions and ratings will benefit your sales enablement strategy .
This can be a powerful source of new lead generation. In the end, nothing is more engaging than an objective opinion from someone who has already used a certain product or service.
Word of mouth marketing maintains its reach intact . Instead of being overshadowed by the emergence of digital channels, it has used them to become much more visible and tangible.
6. Case studies 9-sales-enablement-content
This is one of the content formats for sales enablement that follows the line of success stories.
It also consists of presenting the use case, exploitation and results of a particular client , simply with the difference that it will be approached from the perspective of a study.
What the client did well, what value your company provided, how the numbers progressed, among other factors, are some of the information to include in this type of material.
In short, it is more technical and, if you like, academic content, based on numbers and following an explanatory approach.