Watch a quick demo or schedule time with us.
Schedule a demo, or contact support.
Every piece of sales collateral exists to answer one question: “What does the prospect need to move to the next stage?"
If you can’t answer that for every stage of your buyer’s journey, you have a content gap. And content gaps turn into lost deals – prospects stall because they don’t have the information they need to build internal consensus, justify the budget, or feel confident in the decision.
Here’s the complete checklist, organized by funnel stage. Use it to audit what you have, identify what’s missing, and prioritize what to create next.
Goal: Attract prospects who have a problem but haven’t started evaluating solutions.
☐ Blog posts (5-10 to start) Educational content around the problems your product solves. Not product content – problem content. “How to develop a sales content strategy” not “Why Content Camel is great.”
☐ Industry/trend reports Data-driven content that positions you as a thought leader. “The State of Sales Content Management in 2026” with original data or curated insights. These earn links and establish authority.
☐ How-to guides Step-by-step guides that solve a specific problem your ICP has. “How to Do a Sales Content Audit” teaches a skill AND naturally positions your product as the tool to implement it.
☐ Infographics or visual assets One-image summaries of key concepts. Shareable on social and useful for quick reference. “The Sales Content Lifecycle” or “Content Types by Funnel Stage” (this checklist as a visual).
☐ Podcast episodes or video series Long-form content that builds familiarity. Works best when your founder or experts have a distinctive perspective.
☐ Email newsletter Consistent touchpoint that keeps your brand top-of-mind between purchases. Monthly or bi-weekly with genuine value, not product updates.
☐ Social media content Repurposed insights from blog posts, customer quotes, and industry commentary. LinkedIn is usually the highest-value channel for B2B.
Goal: Help prospects evaluate solutions and build internal consensus.
☐ Case studies (3-5 minimum) The single most important piece of mid-funnel collateral. Each should follow the structure: situation → challenge → solution → results. Include specific metrics. Feature customers in your ICP’s industry and size.
☐ Product one-pagers Single-page overviews that a prospect can forward to their boss or procurement team. Include: what it does, key features, pricing (if public), and a customer quote. See our one-pager examples for inspiration.
☐ Comparison pages Honest comparisons against your main competitors. Prospects are already comparing – give them a comparison that includes your perspective. See our approach.
☐ Product demo video (2-5 minutes) A walkthrough that shows the product in action. Not a screen recording of every feature – a focused demo of the top 3-4 workflows your prospects care about.
☐ ROI calculator or cost comparison Quantify the value. “A 25-person team saves $50,000/year by switching from [Enterprise Tool] to [Your Tool].” Numbers beat adjectives.
☐ Webinar recordings / expert panels Deep-dive content for prospects who want to learn before they talk to sales. Best when featuring customers or industry experts, not just your team.
☐ Buyer’s guide / evaluation checklist “How to Choose a Sales Content Management Tool” with evaluation criteria. Prospects use these to build their internal business case. If you write the criteria, you shape the evaluation in your favor.
☐ Solution briefs by use case “Content Camel for Marketing Teams” vs. “Content Camel for Sales Leaders” – same product, different framing for different buyers.
Goal: Remove final objections and make the purchase feel safe.
☐ Pricing page or pricing one-pager Clear, transparent pricing. If your pricing is public, make it easy to find and understand. If it’s quote-based, explain what drives pricing so prospects can estimate internally.
☐ Sales battlecards (internal) Competitive intelligence for your reps. One page per competitor. See our battlecard guide for the template.
☐ Customer testimonials / quotes Short, specific quotes from real customers. “Content Camel reduced our content search time from 20 minutes to 30 seconds” is better than “Great product, would recommend.”
☐ Security / compliance documentation For enterprise buyers: SOC 2 reports, GDPR compliance statements, data processing agreements. These often gate procurement approval.
☐ Implementation / onboarding guide Show the prospect what the first 30 days look like. “Week 1: Import content. Week 2: Configure taxonomy. Week 3: Deploy Chrome extension. Week 4: Full team live.” Reduces perceived risk.
☐ Proposal template A polished template your reps can customize for specific prospects. Include: executive summary, proposed solution, pricing, timeline, and terms.
☐ Technical integration documentation For technical buyers: API docs, SSO setup guides, integration architecture diagrams. Answers “will this work with our stack?” before the prospect asks.
☐ Contract / terms summary A plain-language summary of your terms. No lock-in, monthly billing, cancel anytime. For enterprise: your standard MSA terms.
Goal: Reduce time-to-value and drive expansion.
☐ Quick-start guide Get the customer to their first “aha” moment as fast as possible. “Import 10 assets, set up 3 collections, deploy the Chrome extension.” Not a 50-page manual.
☐ Feature tutorial videos (1-2 minutes each) Short, focused videos for specific features. “How to create a buyer experience page” not “Complete Content Camel walkthrough.”
☐ Best practices guide “5 Ways High-Performing Teams Use Content Camel” – show what success looks like so customers aspire to it.
☐ Expansion use cases Content that helps your champion sell internally. “How Marketing Teams Use Content Camel” when your initial buyer was sales (or vice versa).
☐ Quarterly business review template Help your CS team run effective QBRs with data and structure.
Go through the checklist and score each item:
Then prioritize:
In 2026, AI can accelerate content creation significantly:
What AI can’t do: write a compelling customer story with real quotes, develop genuinely differentiated positioning, or create the kind of opinionated content that builds trust. Use AI for the mechanical work; invest human time in the strategic work.
The checklist is only useful if your team can actually find the content once it’s created. That means:
That’s exactly what Content Camel is built for. Start a free trial and organize your content library in a day.
Related: How to Develop a Sales Content Strategy | How to Do a Sales Content Audit | One-Pager Examples
Content Camel organizes every asset by funnel stage, content type, and tags. AI-powered search makes everything findable.
Content Camel is a sales enablement tool used for sales content management. High-growth sales teams use our system to quickly find and share the right content for each specific sales situation and measure content use and effectiveness.