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

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This document discusses how to build an effective content library for marketing. It recommends that marketers 1) create content tailored to buyers' needs by understanding their pain points and questions, 2) organize content by persona, funnel stage, topic and type to make it easy for buyers and sales to find, and 3) use a content library to empower the sales team and improve the sales process, such as allowing salespeople to create personalized content pages for prospects. An example is provided of how one sales representative leveraged content to advance a deal.

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WHAT IS A
CONTENT LIBRARY?

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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.

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Content Library
Content Hub
Resource Center
Storytelling
Campaigns
Sales Team Library
Knowledge Base
Targeted Content
(by persona, vertical, funnel stage,
individual buyers etc.)

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1. Create the right type of content
2. Organize content for your team and your buyer
3. Leverage content to improve the sales cycle
Let’s do this..

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HOW TO DEVELOP CONTENT
THAT CATERS TO THE
BUYER’S NEEDS

@HanaAbaza@Uberflip#uberwebinar
Know who you’re talking to…

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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.

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 Talk to your sales team!
 Communicate regularly
 Can they contribute content?
 Ask questions

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Questions to Ask
What are the top non-product questions you get?
What are some common objections?
What pain points do you hear repeatedly?

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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

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ORGANIZE CONTENT FOR YOUR
TEAM AND YOUR BUYER

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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.

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USE A CONTENT LIBRARY TO
IMPROVE THE SALES PROCESS

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Here’s How:
1. Empower the sales team
2. Ask for feedback
3. Market to them!
*Multi-channel marketing works best for
sales reps 

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The Story of How One Sales Rep
Uses Content

@HanaAbaza@Uberflip#uberwebinar
Meet Jon, an Account Executive at Uberflip

@HanaAbaza@Uberflip#uberwebinar
Jon was speaking with a
potential customer and had a
thought…
“Wouldn’t it be great if I could
create a personalized page of
content just for Netskope?”

@HanaAbaza@Uberflip#uberwebinar
 Done in minutes
 Highly targeted
 Includes Call-to-Action
 Measurable
 Repeatable

@HanaAbaza@Uberflip#uberwebinar
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

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THANK YOU!
Got Questions?
We’ve got answers!
#uberwebinar

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

1. HOW TO BUILD A CONTENT LIBRARY FOR TODAY’S BUYING PROCESS Hana Abaza VP Marketing at Uberflip #uberwebinar

2. @HanaAbaza@Uberflip#uberwebinar Join in on Twitter We will send the recording. Questions? We’ve got answers! (At the end of the webinar )

3. @HanaAbaza@Uberflip#uberwebinar Stick around for the demo!

4. @HanaAbaza@Uberflip#uberwebinar WHAT IS A CONTENT LIBRARY?

5. @HanaAbaza@Uberflip#uberwebinar 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.

6. @HanaAbaza@Uberflip#uberwebinar Content Library Content Hub Resource Center Storytelling Campaigns Sales Team Library Knowledge Base Targeted Content (by persona, vertical, funnel stage, individual buyers etc.)

7. @HanaAbaza@Uberflip#uberwebinar 1. Create the right type of content 2. Organize content for your team and your buyer 3. Leverage content to improve the sales cycle Let’s do this..

8. @HanaAbaza@Uberflip#uberwebinar HOW TO DEVELOP CONTENT THAT CATERS TO THE BUYER’S NEEDS

9. @HanaAbaza@Uberflip#uberwebinar Know who you’re talking to…

10. @HanaAbaza@Uberflip#uberwebinar 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.

11. @HanaAbaza@Uberflip#uberwebinar  Talk to your sales team!  Communicate regularly  Can they contribute content?  Ask questions

12. @HanaAbaza@Uberflip#uberwebinar Questions to Ask What are the top non-product questions you get? What are some common objections? What pain points do you hear repeatedly?

13. @HanaAbaza@Uberflip#uberwebinar

14. @HanaAbaza@Uberflip#uberwebinar 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

15. @HanaAbaza@Uberflip#uberwebinar ORGANIZE CONTENT FOR YOUR TEAM AND YOUR BUYER

16. @HanaAbaza@Uberflip#uberwebinar 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.

17. @HanaAbaza@Uberflip#uberwebinar

18. @HanaAbaza@Uberflip#uberwebinar

19. @HanaAbaza@Uberflip#uberwebinar

20. @HanaAbaza@Uberflip#uberwebinar USE A CONTENT LIBRARY TO IMPROVE THE SALES PROCESS

21. @HanaAbaza@Uberflip#uberwebinar Here’s How: 1. Empower the sales team 2. Ask for feedback 3. Market to them! *Multi-channel marketing works best for sales reps 

22. @HanaAbaza@Uberflip#uberwebinar The Story of How One Sales Rep Uses Content

23. @HanaAbaza@Uberflip#uberwebinar Meet Jon, an Account Executive at Uberflip

24. @HanaAbaza@Uberflip#uberwebinar Jon was speaking with a potential customer and had a thought… “Wouldn’t it be great if I could create a personalized page of content just for Netskope?”

25. @HanaAbaza@Uberflip#uberwebinar

26. @HanaAbaza@Uberflip#uberwebinar  Done in minutes  Highly targeted  Includes Call-to-Action  Measurable  Repeatable

27. @HanaAbaza@Uberflip#uberwebinar 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

28. @HanaAbaza@Uberflip#uberwebinar THANK YOU! Got Questions? We’ve got answers! #uberwebinar

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