About this eBook
Your content plan is complete. Every box is ticked. But your sellers are still borrowing assets built for other buyers, rewriting them, or writing their own from scratch, and marketing never sees the gap.
This guide shows demand gen, content and product marketing leaders how to build a content plan sales will actually use. You'll map which buyers your content serves and which it doesn't, check the map with sales, and rank the gaps by revenue so you know what to create next.
What's inside
- Why content gaps stay hidden: three reasons buyers end up with nothing useful to read, even when everything on the plan ships.
- A five-step content coverage map: list who you sell to, grade each asset for the buyer it's meant for, check the map with sales, decide what to make first and keep it current.
- A simple grading scale: strong, usable, inherited or missing, based on what a seller has to do before sending an asset.
- A 30-minute meeting agenda for sales: who to invite, how to get buy-in and the three questions to ask every time.
- A prioritization grid: rank each gap by the revenue behind it, so the loudest request no longer sets the calendar.
- A content coverage checklist: for your first pass and every monthly review, with a free coverage map template.
The TL;DR
- A checklist of asset types isn't a content plan. Lay your content out by segment and buyer, and the gaps appear, often with the person who signs.
- When content is missing, sellers fill the gap themselves. The deal keeps moving, but every buyer hears a slightly different message.
- Without a view of which buyers lack content, the loudest request wins. The calendar stays full and the biggest gaps stay open.
- Sales has to help build the map. Run the meeting as a working session to learn where deals get stuck, not as a content review.
- Rank gaps by revenue, then keep the map current. Bring it to your monthly pipeline meeting: what improved, what slipped and what's new.
