How to Build a Content Library for Today's Buying Process

HOW TO BUILD A CONTENT LIBRARY

FOR TODAYS BUYING PROCESS

Hana Abaza

VP Marketing at Uberflip

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@HanaAbaza @Uberflip #uberwebinar

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WHAT IS A

CONTENT LIBRARY?


content library

[kon-tent lahy-brer-ee]

Noun

1. A place to store, organize and manage your

content to make it easily accessible for

segments of your audience, leads,

customers and internal teams.

2. A source of frustration for marketers who do

not have control over the content experience

and are at the mercy of the IT team.


Content Library

Content Hub

Resource Center

Storytelling

Campaigns

Sales Team Library

Knowledge Base

Targeted Content

(by persona, vertical, funnel stage,

individual buyers etc.)


1. Create the right type of content

2. Organize content for your team and your buyer

3. Leverage content to improve the sales cycle

Lets do this..


HOW TO DEVELOP CONTENT

THAT CATERS TO THE

BUYERS NEEDS


Know who youre talking to


Align content creation with insight from sales.

Address (and reinforce) common pain points.

Create content that manages objections.

Figure out what kind of content they need.


Talk to your sales team!

Communicate regularly

Can they contribute content?

Ask questions


Questions to Ask

What are the top non-product questions you get?

What are some common objections?

What pain points do you hear repeatedly?


Blog Articles, eBooks & Whitepapers, Videos, Other

(e.g. We created a deck for our champion to present to key decision makers in their company.)

Content Types for Buyers


ORGANIZE CONTENT FOR YOUR

TEAM AND YOUR BUYER


Your Content

Top of the Funnel

Middle of the Funnel

Bottom of the Funnel

By Topic By Type By Vertical By

Persona

Content must be easy for

buyers and your sales team

to find. Spoon feed if

necessary.


USE A CONTENT LIBRARY TO

IMPROVE THE SALES PROCESS


Heres How:

1. Empower the sales team

2. Ask for feedback

3. Market to them!

*Multi-channel marketing works best for

sales reps


The Story of How One Sales Rep

Uses Content


Meet Jon, an Account Executive at Uberflip


Jon was speaking with a

potential customer and had a

thought

Wouldnt it be great if I could

create a personalized page of

content just for Netskope?


Done in minutes

Highly targeted

Includes Call-to-Action

Measurable

Repeatable


Content is for Closers: How to Leverage Content For Sales Enablement (read eBook)

Creating Content for Sales Enablement (watch webinar)

Closing with Content: How to Sell Your Sales Team on Content (read article)

More Kick-Ass Resources


THANK YOU!

Got Questions?

Weve got answers!

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