The success in choosing the content formats for sales enablement will drive the conquest of the goals shared by marketing and sales. Find out how to use the best materials! Juan Andres Corrales Jul 7, 21 | 7 min read examples of content formats for a Sales Enablement strategy The selection of content formats for sales enablement is one of the crucial moments in the development of a strategy aimed at optimizing business results and training salespeople. Undoubtedly, Content Marketing is a great ally of the strategic objectives shared by sales and marketing, as long as it is executed optimally and consistently. Sales enablement is a process that seeks to generate more effective sales processes, providing relevant information, giving sellers persuasive tools and building a climate of trust and authority that favors closure and results. For this reason, it demands very specific material formats , which are aligned with the commercial area and the specific requirements of the equipment. But what are they? For sure, what should include a content strategy of this type? 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 Enablement1. Videos (preferably interactive)Video is much more than the fashionable format, adapted to this generation that loves and enjoys the visual. It is a tangible source of profitability for commercial and Digital Marketing strategies .Nearly 90% of marketers find that video as a content format has given them a good ROI .
In addition, 80% say that it directly favored the increase in sales and 87% value it as 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 functions and features. Imagine how many words, explanations, Dominican Republic Phone Numbers List 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 offer, maturing them to close 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 Your salespeople have a great challenge every day or before each interaction with a lead : show that your company really generates results! Currently, the markets are saturated with offers and commercial alternatives, and many of them simply sell "smoke" and promise magical results that later do not materialize. You need to show that you are not more of the same !And that 's where the success stories come into play . They are contents in which the history of a client and the achievements achieved through your product, service or tool are shared in detail. Preferably, to build trust and be transparent, mention the specific name of your client in this material, as long as they authorize it, of course.
And above all, back up every message and claim with hard data and compelling metrics. On the other hand, if in addition to generating trust you want to captivate, fall in love 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 the occasion, I invite you to learn about the success story of Aliat Universities with Rock Content , in a strategy that has generated beautiful results for the digital presence of this Mexican educational institution.3. Ebooks (preferably interactive)For many, a book has changed their lives forever. And this can also be achieved by a digital and summarized version, such as ebooks. An ebook, for example, can be the reading that your lead needed to discover how to solve and meet a prevailing need and, thus, hire a product — your product — that translates into substantial improvements, great results and growth. This format also stands out for offering enough 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, at the same time that you will promote the capture of interesting data .4. Product blog posts If you want content that, in addition to empowering your sellers, is highly visible, easily accessible and even contributes to the digital authority of your brand, give blog posts a try!
This is the preferred format for SEO :extension Flexibility, open to images and videos that enhance the experience, able to feed on the authority that your domain already has and of course always on the lookout for excellent keyword distribution .To conquer the Google SERPs (and a few sales)!To align with what is expected of the different content formats for Sales Enablement, use blog posts as explanatory guides for your products .Also, it is 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 Clients also have a direct role in the best content formats for sales enablement. Currently, marketing is increasingly open to allowing user interactions, and the content of reviews and recommendations are a clear example of this. That your customers have posts on your blog or even make reviews on external pages, dedicated to opinions and ratings, will favor your sales enablement strategy .This can be a powerful source of generating new opportunities. In the end, nothing has more engagement than an objective opinion from someone who has already used a certain product or service. Word of mouth marketing keeps your reach intact .
Instead of being overshadowed by the appearance of digital channels, it has used them to make itself much more visible and tangible.6. Case studies It is one of the content formats for sales enablement that follows the line of success stories. It also consists of exposing the case of use, exploitation and results of a certain client , simply with the difference that it will be approached through the perspective of a study. What the client did well, what value your company contributed, how the numbers progressed, among other factors, are some of the information to include in this type of material. In short, it is a more technical and, if you will, academic content, based on numbers and following an explanatory approach.7. Nutrition flows and, in general, email marketing Email marketing , that classic Digital Marketing channel , is still relevant for trends and practices that are at the forefront today, such as sales enablement. Emails are close, personalized and direct, which is why they work perfectly when we want to prepare an ideal setting for closing sales and the work of the sales team. Through these we can send nutrition flows aimed at enabling sales , which invite access to posts and content that talk about products and services, focused on conversion .Also, we can use email as a channel to deliver customer success stories, share market statistics that support our products and, in general, add value.