The Secret to Successful Lead Nurturing Content

So you’ve decided to invest in a lead nurturing strategy. Great! Now what?

Just like with anything worth doing, making the decision to move forward with lead nurturing is only half the battle. The other half is the preparation and work needed to see your idea become a reality. Before you can put your lead nurturing programs on autopilot, you’ll need to develop one very important thing: content, the fuel that makes lead nurturing run.

The type of content you create will depend on the stages of your sales cycle, your audience, and the types of programs you’re looking to develop. Let’s take a look at some commonly-used content that marketers should consider creating for the three stages of the sales cycle: awareness (top of funnel), research and consideration (middle of funnel), and the decision-making stage (bottom of funnel).

Spreading brand awareness.

At this stage of the sales cycle, most of your buyers have yet to identify their own pain points, and are just beginning their preliminary research. Try incorporating a few of the following items into your drip campaigns to start educating buyers on your industry, possible pain points, and other topics that might be of interest to them:

  • Educational white papers
  • Tip sheets and checklists
  • Videos
  • Infographics
  • Blog posts

Research and consideration.

Research continues as your buyers move through the sales funnel. In the middle of the funnel, your buyers will be looking for more product-oriented content — content that points out both the advantages of having your product, as well as the disadvantages of not having it. Use any of the following in your drips for buyers at this stage:

  • Recorded webinars
  • Case studies
  • ROI calculators
  • Industry reports
  • Data sheets with product information
  • More product- or ROI-focused white papers

Decision time.

When it comes to the bottom of the funnel, your buyers have already decided that they want what you offer, but are typically still trying to decide between vendors. At this point, you’ll want to help them justify their decision to upper management, and get them thinking about the implementation process. Try:

  • Implementation and support information
  • Buyer’s guides
  • White papers or one-sheeters geared toward decision-makers

What content have you found works well at each stage of the sales cycle? Are you creating lead nurturing content similar to the items listed above? Let us know in the comments!

Looking for more information on lead nurturing? Take a look at our interactive lead nurturing lab!