How to Build a Content Library for the Buying Process

HOW TO BUILD A CONTENT LIBRARY
FOR THE 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
Let’s do this..

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

Know who you’re 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!
 Can they contribute content?
 Can you help them contribute?
 Ask questions.

Questions to Ask
What are the top 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

Webinars, Videos, Blogs and Case Studies
(According to CMI & MP’s B2B Content Marketing Trends & Benchmarks Report)
Most Effective Content Types

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

Here’s 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…
“Wouldn’t 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
POWER YOUR CONENT LIBRARY WITH UBERFLIP

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

How to Build a Content Library for the Buying Process

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