Marketers / Marketing Cloud

Quick Guide on How to Organize Content in Marketing Cloud Content Builder

By Alina Makarova

As you embark on your journey with Salesforce Marketing Cloud (SFMC) and dive into content creation, you’ll quickly notice that it operates differently from traditional Content Management Systems (CMS). 

In this guide, I aim to offer insights and strategies to streamline your experience within SFMC’s Content Builder. Whether you’re new to SFMC or a seasoned admin, these tips will help you optimize your content management practices and enhance your workflow.

Understanding and Accessing Content Builder

Content Builder serves as SFMC’s central hub for managing cross-channel content, such as images, documents, and code snippets. Its intuitive drag-and-drop interface simplifies the creation and organization of assets, making it essential for marketing campaigns.

Navigating to Content Builder is straightforward –  you can either access it directly from the hover menu at the top or through Email Studio by clicking on “Content.” Keep in mind that your Content Builder houses files specific to your business unit, as well as shared files across other units within your organization. When managing files, exercise caution to avoid accidental deletions or duplications across units.

Uploading Files

On the “Create” button on the right top corner, you can choose to add various files to your Content Builder. Choose from either the starting of an email creation, to content blocks, to actual content like images. The entire “Create” section deserves its own article, so we won’t focus on that. Instead, will move straight to the files you upload to Content Builder and how you can use them later on. 

Firstly, make sure that the file name is changed to something recognizable to make the life of your future self simpler. Then, you can leverage tags to structure the library across certain subjects. You can also add descriptions to the images, which is handy if you work with a creative agency that has the right to upload files directly to your Content Builder. 

Another important element is the URL – this is the link to the image that you can use when creating an HTML for the email. 

Lastly is the ID, this unique identifier you use when applying personalization in your email using AMPScript, such as the creation of different banners for different segments of the audience.

It’s also worth knowing that you can replace the files you upload to SFMC quite easily. That comes in handy since the URL link to the file won’t change, so there’s no need to make any changes in the email itself when you get a new file to replace an old one.  

Here’s an interesting fact: did you know that you can replace files in the email you already sent? To learn how to do it step by step, I recommend watching the video below that explains how to do this, as well as how to replace links on the email you already sent.

The duplicating feature can also come in handy especially when uploading the files back from the shared Content Builder to your local one. It’s just worth making sure not to duplicate the sharing rights as well.

Effective File Storage

Establishing a systematic approach to file storage is crucial; leverage existing organizational regulations or blaze a trail if starting anew. Resources like Trailhead offer inspiration for content strategy organization. Communication is key, especially when collaborating with external partners or junior team members, to prevent cluttering the Content Builder.

Choose what method of content sorting can work for you. For instance, you can sort by chronological order or sort by the topics of content. If you’re working with a team of content creators, consider creating dedicated folders for different team members. Ultimately, the key here is to ensure that the folders follow a logical order, and can be easily accessed.

Maintaining Quality Standards

Set guidelines for content quality, ensuring images adhere to email width constraints and maintain clarity. A checklist can assist your team in evaluating image quality, size, and format before uploading. Aim to keep image sizes below 300 KB and GIFs under 500 KB to optimize performance within Content Builder’s default file size limits.

By implementing these strategies, you can navigate Content Builder with confidence, enhancing your ability to create compelling customer experiences through top-notch content. Good luck on your journey toward crafting amazing marketing campaigns!


This guide has hopefully helped you consider some practical ways to organize your content within Salesforce Marketing Cloud’s Content Builder. By understanding its unique features, optimizing file management, and maintaining quality standards, you can streamline your workflow and create captivating marketing content. 

So, dive in, apply these tips, and elevate your campaigns to the next level!

The Author

Alina Makarova

Alina is a Digital Marketing Consultant at Capgemini.

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