Skip to content

THE SEISMIC SPRING 2022 RELEASE IS HERE. Learn More

CHOOSE YOUR LANGUAGE

  • English
    • Enablement Cloud

      Meet the unified solution that’s igniting revenue growth for customer-facing teams.

      Learn More
    • PRODUCTS

      • Sales Content Management
      • Learning & Coaching
      • Buyer Engagement
      • Content Automation
      • Strategy & Planning
      • Enablement Intelligence
    • PLATFORM

      • Platform Overview
      • Integrations
    • What is Sales Enablement?

      New to sales enablement? No problem. Learn what it is and why it matters here.

      Learn More
    • USE CASES

      • Sales Enablement Teams
      • Sales Teams
      • Marketing Teams
    • INDUSTRIES

      • All Industries
      • Asset Management
      • Banking
      • Healthcare & Life Sciences
      • Technology
    • Read Their Stories

      Read how global customers from all different industries thrive with Seismic.

      Read Their Stories
    • CUSTOMER STORIES

      • Genesys
      • Deluxe
    • FOR OUR CUSTOMERS

      • Seismic University
      • Seismic Community
    • About Us

      Discover who we are, what we value, and how we work at Seismic.

      Learn More
    • ABOUT SEISMIC

      • Careers
      • Leadership
      • Diversity & Inclusion
      • Partners
      • Aftershock Store
      • Contact Us
    • NEWS

      • Newsroom
      • Analyst & 3rd Party Reports
      • Shift 2022
    • Sales Acceleration

      Explore best practices for onboarding, ramping, and upskilling your sellers.

      Learn More
    • WHAT'S NEW

      • Blog
      • Events & Webinars
    • COLLECTION HUBS

      • Resources Center
      • Enablement Explainers
      • AI-Guided Selling
      • Social Selling
      • Financial Services
      • Buyer Engagement
  • Get a Demo
Return to the Blog
Sales

4 Types of Content to Build a Sales Machine

Think fast!

Seismic
Seismic
February 2, 2016

Think fast! How does content marketing help your company drive sales? Are the white papers generating leads? Is the blog driving clicks? If so, good job. You’ve hit the status quo.

You probably have more pages of content than you know what to do with. So let’s put that content to use. When applied properly, content can be part of your sales enablement solution. The problem is often organizing all the available content and presenting it to your sellers in a way that enables them rather than overwhelms them with the additional work of sifting through to find the right piece at the right time.

Imagine this scenario: One seller walks into a meeting with case studies the client already found online and a deck he spent three hours creating based on slides from previous presentations.

The other is armed with case studies relevant to the client’s industry that she knows the client hasn’t downloaded yet and a deck customized to the client’s needs that took a fraction of the time to put together. Oh, and she’s got a standard agreement on her computer that she can update with client-specific requests and send to them for an e-signature in real-time. Who’s better prepared?

The second seller knew what she needed and when. Although her marketing team probably had dozens of documents that could have been used in her meeting, she was able to identify the right ones and bring them up at the right time.

It sounds easy. But too often we hear sellers say that marketing’s content doesn’t fit their particular deals, and marketers tell us requests from sales are too specific or last-minute to fulfill each one. Yet both groups have the same goal: more business!

In order to organize this process, we’ve categorized the different types of content associated with content marketing into four main types:

  • Static: White papers, blogs, case studies, your website—anything people can access anytime. This type of content is often used in lead generation and branding.
  • Dynamic: Customized documents used during the sales process, such as presentations, slideshows, or calculators that are tailored to the unique needs of the prospect. Templates can be helpful here, but there are ways for sales to customize these types of content even further to help engage potential clients.
  • Legal: NDAs, SLAs, and other documents that come in at the end of the sales process. With documents like these, it’s especially important to have the right content available quickly and in the right format, such as a mobile-friendly e-signature contract.
  • Internal: Private, in-house-only documentation used to support fellow sales colleagues for specific selling situations, from market research to notes about prospect meetings. This content, once proven useful, is captured and re-purposed with the broader sales team.

This upcoming blog series will explore each of these four types of content and look at how a well-run content machine can remove the silos that marketing and sales often find themselves in. After all, everyone has the same goal. Make sure your content is helping you reach it.

    Related articles

    Illustration of two people holding oversized documents above their heads.

    What is Sales Collateral? Examples of Sales Content for Sales Enablement

    Understand the different types of sales content that sales needs to convert customers.
    Read More: What is Sales Collateral? Examples of Sales Content for Sales Enablement

    8 Ways to Build a Rockstar Sales Team

    Did you know that there are more than 6 million sales representatives around the world? While the profession is quickly growing, building the best sales team isn’t as simple as picking from the millions of sellers out there, putting them on your team, and hoping for the best. When it comes to building a sales […]
    Read More: 8 Ways to Build a Rockstar Sales Team

    The anatomy of the modern sales cycle

    And how to engage buyers at every stage.
    Read More: The anatomy of the modern sales cycle

    If you made it this far, we must be striking a chord.

    Get a Demo
    Seismic
    • Product
    • Seismic Enablement Cloud™
    • Sales Content Management
    • Learning & Coaching
    • Buyer Engagement
    • Content Automation
    • Strategy & Planning
    • Enablement Intelligence
    • Solutions
    • Sales Enablement Teams
    • Sales Teams
    • Marketing Teams
    • Resources
    • Blog
    • Resources Center
    • Trending Topics
    • What is Sales Enablement?
    • What is AI-Guided Selling?
    • What is Social Selling?
    • Integrations
    • All Integrations
    • Google
    • Microsoft
    • Salesforce
    • COMPANY
    • Contact Us
    • Careers
    ISO 27001 Certified by Schellman
    • © 2022 Seismic
    • Terms of Use
    • Privacy Policy
    • Follow us on Linkedin
    • Follow us on Instagram
    • Follow us on Twitter
    • Follow us on YouTube
    • Follow us on Facebook