Content sharing in Content Builder allows users to distribute and reuse content across multiple business units (BUs) in Enterprise SFMC accounts. This feature is essential for maintaining brand consistency and improving efficiency across different teams.

1. What is Shared Content in Content Builder?

Shared Content allows users to create and distribute email templates, images, content blocks, and other assets across multiple BUs.
 It ensures standardization while still allowing BUs to customize content as needed.
 Available in Enterprise 2.0 SFMC accounts with multiple BUs.

Ways to Share Content in Content Builder

A) Using the “Shared Content” Folder

• SFMC provides a default “Shared Content” folder in Content Builder.
• Any assets placed in this folder are automatically available to all BUs with access.
• Best for images, logos, footers, or reusable content blocks that should remain consistent across all campaigns.

How to Share Content via the Shared Folder:

1. Go to Content Builder → Navigate to the “Shared Content” folder.
2. Move or Save Content inside this folder.
3. The content is now available across all linked business units.

Best for: Logos, legal disclaimers, headers, footers, and pre-approved content.

B) Manually Sharing Individual Content Pieces

If you don’t want to use the shared folder, you can manually share content with specific BUs.

Steps to Share Content Manually:

1. Open Content Builder and find the content you want to share.
2. Click on the content item (email, image, content block, etc.).
3. Click “Move” or “Share”, then select the destination Business Units.
4. The content will now be available in the selected BUs.

Best for: Campaign-specific assets that need to be distributed to specific teams

C) Using Content Blocks in Emails for Shared Elements

You can create shared content blocks that are reusable in multiple email templates.

Example:

• Create a header block with the company logo and save it in Shared Content.
• Now, any BU can drag that block into their email, ensuring consistency.

 Best for: Commonly used email sections like footers, legal notices, headers, and banners.

D) Permissions & Access Control

• SFMC Admins can set permissions to control who can edit, delete, or share content.
• Ensure only authorized users can modify shared assets.
• Use Business Unit Content Permissions to limit access to sensitive content.

Best for: Protecting brand integrity while allowing flexibility.

Best Practices for Using Shared Content

• Organize Shared Content Properly → Use folders & naming conventions.
• Use Dynamic Content for Localization → Personalize shared templates for different regions.
• Keep Branding Consistent → Ensure only approved assets are used.
• Limit Editing Rights → Prevent unwanted modifications by using permissions.
• Regularly Update Shared Content → Keep templates and assets fresh & relevant.

 Conclusion

Shared Content in Content Builder streamlines asset management and ensures consistent branding across multiple business units. By using shared folders, manual sharing, and content blocks, SFMC users can efficiently manage marketing materials without duplicating efforts.