Iron Horse

We love case studies. They’re persuasive, detailed and often the closest thing to “proof” you can give a buyer - which is why they’re many companies’ go-to for buyer enablement content.

But case studies alone aren’t enough. And in many orgs, they’re just not realistic to produce at the scale, pace and depth you need.

That’s why buyer enablement content needs a broader toolbox.

Guides, fact sheets, use case stories, ROI assets and demo videos can help your champion make the case and help a decision maker move forward with confidence.

With varying formats, the need to get input from varying internal stakeholders, and a perceived pressure to get it *just* right—buyer enablement content can feel intimidating.

Which is why Kat Andersson put together this handy guide on how to create 5 key pieces of buyer enablement content:

1. The buyer’s guide
2. The “Do I really need XYZ?” fact sheet
3. The use case guide
4. The ROI chart
5. The self-serve demo

It’s all there—go ahead and steal these ideas →

Steal these buyer enablement content ideas. - Iron Horse There’s high-level thought leadership and other top-of-the-funnel (TOFU) content that’s easy (and fun) to make in large quantities. It’s great at getting the attention of new folks by helping them name a problem they’re trying to solve. There’s also middle-of-the-funnel (MOFU) content that...

96% of B2B marketers see more sales when they use website personalization. In fact, they average a 49% conversion lift.

Personalization works. Here are 10 plays you can steal to drive real results. → https://bit.ly/44a5WxE

What you’ll get:

✅ 10 outcome-based plays, grouped into 5 goal areas

✅ Tool “equations” showing exactly which data attributes to pull

✅ Real-world screenshots annotated with best-practice callouts

✅ KPI checklists for every play

✅ Roadmap template

[PLAYBOOK] B2B Website Personalization Playbook Boost engagement and increase conversions with 10 proven personalization plays you can implement today. Download the playbook.

There is an immutable law of marketing: Having lots of content is NOT the same as having the right content.

And yet, all too often, marketers launch campaigns built around existing content without properly evaluating whether those assets will actually support their campaign goals.

The result is wasted budget, lost prospects and unmet goals.

So what’s the fix? A content audit.

An audit isn’t quite the same thing as a content inventory.

An inventory is usually a high-level index of all your content, spanning verticals and formats. It’s typically campaign-agnostic. The goal is to have a central list of all assets. The bigger your organization, the more critical this becomes.

A content audit, on the other hand, is much more focused and tactical.

An audit focuses on a subset of your content library based on your campaign’s target verticals or solutions, and evaluates those assets against consistent criteria. The goal is to get a clear picture of the quality and campaign fit of your content, to determine what content will drive campaign success.

If this sounds like a complicated process…that's because it can be!

We've done quite a few content audits, so we put together a template to make it that much more efficient to do. Check it out → https://bit.ly/3FFMKyu