Ready to make your sales team unstoppable? Let’s talk about Sales Enablement Content That Ranks. Sounds fancy, right? Don’t worry — we’ll keep it simple and fun. Whether you’re trying to create killer landing pages or beef up your blog, you’re in the right place.
What is Sales Enablement Content?
Before we get into the ranking part, let’s cover the basics. Sales enablement content is any resource that helps your sales team close deals. That could be:
- Ebooks
- Email templates
- FAQs
- Product sheets
- Case studies
- Pitch decks
If someone in sales uses it to answer questions, show value, or build trust — it’s sales enablement content!
Why Should It Rank?
Because content sitting in a hidden folder is not helping anyone. If it’s hard to find, it won’t be used. If it doesn’t show up in search results, prospects won’t see it either.
Good content should do two things:
- Fuel your sales process
- Attract and educate prospects
That’s where SEO comes into play. When your content ranks on Google, you’re helping more people before they ever talk to sales.
Step One: Know Your Audience
All great content starts here. Who are you creating this for? Think of their:
- Job title
- Pain points
- Questions
- Buying journey
Are you speaking to a VP who needs ROI? Or a manager who wants technical specs? The more specific you get, the more your content hits home.
Step Two: Pick the Right Keywords
This is where things get nerdy – but in a fun way!
Use tools like:
- Google Keyword Planner
- Ubersuggest
- Ahrefs
- SEMRush
Find keywords that:
- Relate to your product or service
- Your audience is already searching for
- Have moderate competition
Example: Instead of using “All-in-one CRM platform”, try “best CRM for small teams”. It’s more specific and easier to rank for.
Step Three: Create Content That’s Too Good to Ignore
This is your time to shine. Don’t just list features — tell a story. Make it useful, interesting, and easy to scan.
Some quick tips:
- Use short paragraphs.
- Include headings and bullet points.
- Add visuals and images.
- Talk like a human.
Think of your content as a helpful friend, not a corporate robot.
Step Four: Optimize It for SEO
Okay, now sprinkle in that good SEO pixie dust:
- Use your keywords in the title, first paragraph, and at least one subheading.
- Add internal links to other useful pages.
- Write a strong meta description (under 160 characters).
- Include at least one outbound link to a high-authority source.
But remember — keep it natural. Write for people first, search engines second.
Step Five: Make It Sharable
Your content is live — now spread the word!
- Share it with your sales team. Let them know it exists!
- Post on LinkedIn, Twitter, and wherever your audience hangs out.
- Email it to your subscriber list.
- Use it in sales calls and email drip campaigns.
The best B2B content doesn’t go viral — it gets reused a thousand times by your team.
Types of Sales Enablement Content That Rank
Here are some content formats that do REALLY well in both search and sales:
- How-to Guides: Teach them something useful.
- Comparison Pages: Stack yourself against competitors.
- Case Studies: Show proof of real results.
- Webinars & Demos: Add a video and boom — SEO value + engagement.
- Checklists & Templates: Give something they can use today.
Mix content with different goals: Some to attract traffic, some to close leads.
Don’t Forget the Sales Team!
Sales reps aren’t just your audience — they’re your secret weapon. Ask them:
- What questions do prospects ask most?
- What objections are common at each stage?
- Which assets help move the deal forward?
Use this insight to power content that actually makes an impact.
Keep It Fresh
Google loves fresh content. So do your prospects. Don’t publish and ghost.
Keep your content tight by:
- Updating it every 6-12 months
- Adding new statistics or examples
- Refreshing visuals and links
Put a reminder in your calendar. Make content maintenance part of your routine.
Track, Measure, Repeat
You’ve done all the hard work — now see how it performs! Here’s what to measure:
- Organic traffic
- Time on page
- Click-through rates
- Conversion rate (demo requests or downloads)
- Sales rep usage (downloads, shares)
Use this data to double down on what works. Turn your top pieces into videos, infographics, or LinkedIn slides for even more reach.
Final Thoughts
Sales enablement content doesn’t have to be boring. And it definitely doesn’t have to sit quietly on your website.
When it’s clear, helpful, and optimized — it ranks. When it ranks, it brings in leads. When those leads convert, your sales team wins.
So start small. Pick one piece. Do it right. Rinse and repeat.
With the right mix of SEO know-how and sales love, your content can work hard and play hard — just like your team.
Now go create!
