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.

1. HOW TO BUILD A CONTENT LIBRARY
FOR TODAY’S BUYING PROCESS
Hana Abaza
VP Marketing at Uberflip
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Join in on
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We will send the recording.
Questions? We’ve got answers!
(At the end of the webinar )

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Stick around for the demo!

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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

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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

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Meet Jon, an Account Executive at Uberflip

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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?”

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 Done in minutes
 Highly targeted
 Includes Call-to-Action
 Measurable
 Repeatable

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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!
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