In theory, any piece of content can work as sales enablement. If a top-funnel blog post can assist some prospect, then a seller should pass it along. However, when it’s time to make a sale, certain content types hold more weight.
As you progress down the funnel, that content becomes technical and highly specific. By design, it focuses on you, explaining what problem your offering solves. But that doesn’t mean it has to be overly promotional. That’s one of the worst mistakes marketers make—assuming that enablement content has to be some dry sales pitch.