Building a PMM Content Library: Organizing Assets for Easy Discovery

A sales rep preparing for a customer call asks: "Do we have a healthcare case study?"

You know you created one six months ago. But where is it? The sales enablement platform? A Dropbox folder? Embedded in a pitch deck? An email attachment from that launch?

After 15 minutes of searching through Google Drive, Slack threads, and email, you find three different versions. You're not sure which is current. The rep uses an outdated one.

This happens constantly. PMM teams create hundreds of assets annually: battle cards, one-pagers, pitch decks, case studies, demo scripts, sales plays, competitive analyses, customer research, and launch materials.

Without organization, valuable content becomes invisible. Teams recreate work that already exists. Old materials damage credibility. New hires can't find what they need.

Here's how to build a content library that makes assets discoverable and usable.

What Goes in the Content Library

Sales-Facing Assets:

• Battle cards (by competitor)
• Product one-pagers
• Pitch decks (by audience/use case)
• Demo scripts and recordings
• ROI calculators
• Objection handling guides
• Sales plays (by segment/scenario)
• Customer case studies
• Proof points and testimonials

Internal-Facing Assets:

• Positioning documents
• Messaging hierarchies
• Competitive analyses
• Customer research summaries
• Launch retrospectives
• Market research reports
• Win/loss analyses
• Product roadmap context

Marketing-Facing Assets:

• Campaign briefs
• Content pillars
• Buyer personas
• Value propositions by segment
• Product descriptions
• Approved messaging
• Industry-specific content

If your team created it and someone might need it again, it belongs in the library.

Content Organization Framework

Use three organizing principles simultaneously:

1. Organize by Audience

Top-level folders:

• For Sales (externally-facing content)
• For Marketing (campaign support)
• For Product (customer insights)
• For PMM Team (processes, templates)
• For Partners (co-sell materials)

This mirrors how people think: "I'm a sales rep, I need sales content."

2. Organize by Content Type

Within each audience folder:

• Battle Cards
• Pitch Decks
• One-Pagers
• Case Studies
• Demo Resources
• Sales Plays
• Research & Insights

This helps people find specific formats: "I need a one-pager."

3. Organize by Product/Segment

Within each content type:

• By product line
• By customer segment
• By industry vertical
• By use case

This enables filtering: "I need an enterprise healthcare one-pager."

Example Structure

📁 Content Library
├── 📁 For Sales
│   ├── 📁 Battle Cards
│   │   ├── Competitor_A_2025.pdf
│   │   ├── Competitor_B_2025.pdf
│   │   └── Competitor_C_2025.pdf
│   ├── 📁 Product One-Pagers
│   │   ├── Product_X_Enterprise.pdf
│   │   ├── Product_X_SMB.pdf
│   │   └── Product_Y_Overview.pdf
│   ├── 📁 Case Studies
│   │   ├── Healthcare/
│   │   ├── Financial_Services/
│   │   └── Manufacturing/
│   └── 📁 Demo Scripts
│       ├── Product_X_Discovery_Demo.pdf
│       └── Product_Y_Technical_Demo.pdf
├── 📁 For Marketing
│   ├── 📁 Campaign Briefs
│   ├── 📁 Messaging Frameworks
│   └── 📁 Buyer Personas
└── 📁 For PMM Team
    ├── 📁 Templates
    ├── 📁 Process Docs
    └── 📁 Research Archive

Consistent structure makes content predictably findable.

Naming Conventions

Bad filenames:

• "New deck from Sarah"
• "Battle card FINAL v3"
• "Updated one pager"

Good filenames:

• "Battle_Card_Competitor_X_2025_Q1.pdf"
• "Onepager_Product_A_Enterprise_Healthcare_v2.pdf"
• "Case_Study_Company_B_Manufacturing_2024.pdf"

Naming convention template: [Content Type]_[Product]_[Segment/Audience]_[Date/Version].extension

Example: Pitch_Deck_Product_X_Enterprise_Financial_Services_2025_Q2.pdf

Include keywords people will search for. Make files self-explanatory.

Version Control and Freshness

The biggest content library problem: outdated materials

Version Control System:

Option 1: Date-based versions

• Battle_Card_Competitor_X_2025_01_15.pdf (dated Jan 15, 2025)
• Battle_Card_Competitor_X_2025_03_22.pdf (updated Mar 22, 2025)

Option 2: Quarterly versions

• Pitch_Deck_Enterprise_2025_Q1.pdf
• Pitch_Deck_Enterprise_2025_Q2.pdf

Option 3: Major version numbers

• Onepager_Product_A_v1.pdf (original)
• Onepager_Product_A_v2.pdf (major update)

Pick one system and use it consistently.

Archiving Old Versions:

Don't delete old versions immediately. Create an "Archive" subfolder:

📁 Battle Cards
├── Competitor_X_2025.pdf (current)
└── 📁 Archive
    ├── Competitor_X_2024.pdf
    └── Competitor_X_2023.pdf

This lets you reference historical positioning while keeping current content prominent.

Freshness Indicators:

Add metadata to every file:

• Last Updated: Date
• Next Review Due: Date
• Owner: PMM responsible for updates
• Status: Current | Under Review | Outdated

For platforms like Guru or Seismic, use built-in verification workflows to flag content needing review.

Tagging and Metadata

Beyond folder structure, tag content with searchable metadata:

Content Tags:

• Product: Product X, Product Y
• Segment: Enterprise, SMB, Mid-Market
• Industry: Healthcare, Financial Services, Manufacturing
• Use Case: Integration, Migration, Expansion
• Competitor: Competitor A, Competitor B
• Content Type: Battle Card, Case Study, One-Pager
• Status: Current, Draft, Archived

Good platforms (Notion, Confluence, Sales enablement tools) support multi-dimensional filtering:

"Show me current one-pagers for Product X targeting healthcare enterprises."

Platform Selection

For Small Teams (< 5 PMMs):

Google Drive + Shared Folder Structure

Pros:

• Familiar interface
• Easy sharing
• Free
• Good search

Cons:

• Limited metadata/tagging
• Version control is manual
• No approval workflows

Best for: Early-stage companies with simple needs

For Mid-Size Teams (5-15 PMMs):

Notion or Confluence

Pros:

• Rich organization (databases, tags, linking)
• Version history
• Good search
• Templates and wikis

Cons:

• Requires discipline to maintain structure
• Not optimized specifically for sales enablement

Best for: Teams that want flexibility and rich documentation

For Sales-Heavy Teams:

Highspot, Seismic, or Guru

Pros:

• Built for sales content discovery
• CRM integration
• Analytics on content usage
• Verification workflows for freshness
• Easy sharing into deals

Cons:

• Expensive ($50-100 per user per month)
• Requires change management

Best for: Teams where sales adoption and usage analytics matter

Pick the tool your company already uses. Adoption beats features.

Content Creation Workflow

Before creating new content:

1. Search library to see if it already exists
2. Check if existing content can be updated vs. creating new
3. Use approved templates
4. Follow naming conventions
5. Add metadata/tags

After creating content:

1. Get stakeholder review
2. Upload to library in correct folder
3. Tag appropriately
4. Set review date
5. Announce to relevant teams

Update workflow:

1. When content needs updating, create new version
2. Move old version to archive
3. Update metadata
4. Notify users of changes

This prevents duplicate content and ensures quality.

Making Content Discoverable

Search Optimization:

Most teams underuse search. Make content more findable:

Include keywords in:

• File names
• Document titles
• First paragraph of content
• Headings and subheadings
• Tags and metadata

If sales searches "healthcare pricing," your healthcare pricing one-pager should appear.

Create Index Pages:

Build landing pages for common searches:

"New to Sales" Page: Links to:

• Top 5 pitch decks
• Top 3 battle cards
• Product overview one-pagers
• Demo script library

"Enterprise Sales" Page: Links to:

• Enterprise-specific content
• Case studies from F500 customers
• ROI calculators
• Procurement guides

"Competitive" Page: Links to:

• All battle cards
• Competitive landscape
• Win/loss insights

Index pages give curated paths through content.

Cross-Linking:

In battle cards, link to:

• Related product positioning
• Customer case studies
• Sales plays
• Demo resources

In case studies, link to:

• Related one-pagers
• Demo scripts for same use case
• Battle cards for competitors mentioned

This creates a content network instead of isolated files.

Measuring Library Effectiveness

Engagement Metrics:

• Content views per week
• Search queries and results
• Most/least accessed content
• Download/share rates

Low engagement signals content isn't relevant, discoverable, or current.

Outcome Metrics:

• Time for sales to find content (should decrease)
• Reuse of existing content vs. creation of duplicates (should increase)
• Sales confidence scores (should increase)
• Questions about "where's the X?" (should decrease)

Track quarterly. If metrics aren't improving, the library isn't working.

Governance and Maintenance

Assign Ownership:

Every major content category has an owner:

• Battle cards: [PMM Name]
• Case studies: [PMM Name]
• Pitch decks: [PMM Name]
• Industry content: [PMM Name]

Owners are responsible for keeping their section current and organized.

Quarterly Content Audit:

Review library for:

• Outdated content to archive
• Duplicate content to consolidate
• Gaps to fill
• Unused content to delete

Keep the library lean and current.

Access Control:

Default to open access within the company. Only restrict truly confidential content.

If sales can't access battle cards because of permissions, they won't use the library.

Common Content Library Mistakes

Mistake 1: Too many folders, too much nesting

If people need to click through 5 levels to find content, they won't use it. Keep structure flat (2-3 levels max).

Mistake 2: No search strategy

If your library depends entirely on people knowing where to navigate, it will fail. Optimize for search.

Mistake 3: "Set it and forget it"

Content libraries decay. Without maintenance, they become content graveyards. Schedule regular audits.

Mistake 4: Creating content silos

Don't have separate libraries for PMM, sales enablement, and marketing. One centralized library with appropriate organization.

Mistake 5: No communication

Building a library isn't enough. You need to actively promote:

• Weekly highlights of new content
• Training on how to search effectively
• Recognition for teams using content
• Slack integrations for easy access

Launch and Adoption Strategy

Week 1: Organize existing content

• Audit all current materials
• Upload to new structure
• Apply naming conventions
• Add tags and metadata

Week 2: Train power users

• Train sales leaders and top reps
• Train marketing team leads
• Train product managers
• Get feedback on organization

Week 3: Company rollout

• Announce at all-hands
• Send guide on how to use library
• Set up Slack integration
• Offer office hours for questions

Ongoing: Maintain and improve

• Weekly content highlights
• Monthly metrics review
• Quarterly content audit
• Continuous feedback collection

Integration with Daily Workflows

Slack Integration:

/content search [keyword]
/content latest
/content by competitor [name]

Reduces friction to finding content.

CRM Integration:

Embed relevant content directly in Salesforce opportunity records:

• Battle cards for competitors in the deal
• Case studies from same industry
• ROI calculators

Email Signatures:

Include link to content library in PMM team email signatures.

Meet people where they work, don't make them come to the library.

The Ultimate Content Library Principle

A content library is only valuable if people use it. Optimize for:

1. Discoverability (easy to find)
2. Currentness (trustworthy content)
3. Relevance (the content people actually need)

Everything else is secondary to these three principles.