Specifically, your content architecture should help your marketing team define, compile, package or create: • Proprietary “flagship” content assets that credibly articulate your core selling themes, original ideas, and unique value to help generate response, referrals and meetings; • Templated content (Sales playbooks, landing pages, emails, pitchbooks) that assemble content assets and elements from many places to create (Sales playbooks, landing pages, emails, pitchbooks) turn customer interactions and meetings into opportunities by mapping ideas and insights to relevant solutions and subject matter experts and making it easy for salespeople to find the right content to advance a sales opportunity; • Content elements that can be easily or automatically assembled in to “channel ready,” highly relevant, personalized and targeted content assets. The core “connective tissue” that maps messages and themes to tactical content assets are conversation templates – which are frameworks for packaging content to support highly relevant sales conversations Thought Leadership Selling Page 11 © Revenue Enablement Institute 2022