Marketing teams create great sales content for sales teams every day—the challenge is making sure that content gets used consistently and effectively. The best way to make sure that sales teams use your best content throughout the sales process is to create “snackable” content that’s easy to find, share and consume.
What is Snackable Content?
Snackable content is bite-sized content that can be easily found, sent and consumed throughout the sales cycle. Most importantly, however, is that it needs to be satisfying and fulfilling—a “healthy” snack instead of just junk food. So what makes a piece of content the right kind of “snackable”?
- Bite-sized: Deliver a single, strong piece of information that can be consumed in a minute or two. Avoid packing multiple ideas, concepts or options into a single piece of content; let each one speak to a specific pain point, challenge or opportunity and use additional content to follow with other information as needed.
- Satisfying: Make the content engaging and easy to consume in a short period of time. Using visuals and video makes this much easier to accomplish than text and bullets, so use graphical elements whenever possible.
- Fulfilling: Deliver relevant and useful information to the viewer—make sure the content addresses the concerns of your audience and doesn’t just promote your product or services. Solve their problem instead of highlighting your features. Showing your audience a new way to look at their problem or to understand the root cause of their challenge is the best way to engage them in an ongoing conversation.
How Snackable Content Helps Sales Teams
Snackable Content is great for your clients and prospects who consume your content, but it’s just as valuable to your sales team who needs to find it, share it and track it. Creating Snackable Content makes your sales team more responsive by making the sales content they need:
- Faster to Find: Smaller pieces of content are much easier for sales teams to find because they focus on a single topic. This makes it easier to add relevant metadata to make both searching and browsing for content faster for salespeople, saving them time and helping them find more relevant content to support their immediate sales objectives.
- Faster to Send: Smaller pieces of content are easier to send in as a response to a specific question or as a follow-up or next step in the sales process. Linking to a snackable piece of content that addresses a specific objection, challenge or question is a great way to keep a conversation going, provide immediate value to your clients and prospects, and encourage your audience to move through the buying process faster.
- More Relevant: Snackable content allows salespeople to find and send more relevant content in response to every question, challenge or stage of the sales process by being able to find and share the most targeted content possible. And by combining multiple pieces of content in a modular fashion, snackable content gives salespeople the ability to create custom groups of content that address the specific needs of each prospect and client they engage with.
- More Insightful Analytics: By using more individual elements throughout the sales process allows salespeople to get more engagement analytics from their clients and prospects, giving them greater insight into each prospects buying journey, the ability to identify content that’s most relevant to their clients, and clearer indicators of interest and readiness to buy throughout the sales process.
Responding faster with more relevant content, and getting more actionable insights from content engagement, is the definition of a responsive sales team. Creating snackable content is one aspect of a larger picture known as user experience. If you want to increase your sales,
look at how the best user experience design agency handles their work.
Steps to Snackable Content Success
- Create Bite-Sized Content. Focus content on single topics and use video and graphics in every piece to increase engagement.
- Organize Content by Sales Use. Make sure you use metadata to help salespeople search for relevant content and organize the content in a structure that matches the way your sales team thinks instead of the way your content creators work.
- Use Engagement Analytics. Reward salespeople who use content and encourage them to use it at every touchpoint by giving them insight into where their clients and prospects are in the sales process and identify the best time to follow up and the most relevant content to engage them with.