How To Create Content For Lead Nurturing

By on 04/17/2014

Last week we discussed lead nurturing campaigns and how to set those up.  Now that you have set up your email content on the backend, it’s time to create the front-end content that will promote your offer.

You can use various types of content to let prospects know about your product or service. Ideally, you want to use a mix of content so that you can reach as many people as possible. For example, you may want to use blog posts, email newsletters, videos, slideshows, podcasts, webinars among others

Regardless of the type of content you are creating, you should address one main thing: how prospects will benefit from the offer. Before people buy or agree to join your list, they want to know what’s in for them. Your offer should be valuable enough to make prospects want to take it right away.

The content you create should resonate well with the audience. It should be educative and want them to know more about your offer. If you are writing a blog post, pay attention to the headline; make it eye-catching. If you are creating a video, make sure the images and audio are clear. You don’t want prospects to be distracted from your message.

Writing Search Engine Friendly Content

Any content that you create online should be optimized to rank well on search engines. Prospects type different keywords when searching for what you provide. You can use various tools to find keywords that can generate quality traffic to your offer. A free tool like Google Adwords is a good start for keyword research.  If you’re not sure what to write about or how to structure your blog post title, HubSpot recently launched a very useful tool to help.

blog topic generator

Find out the target keywords and incorporate them in your content. For example, for blog posts, use the keywords in the body of the post. For videos and slides, use the keywords in the video description and tags.

However, keep one thing in mind when creating content: users before search engines.

Create content for users first and not search engines first. It’s users that will optin into your list or buy your products. Even without optimizing your content for SEO, you can still get traffic through other ways such as social media marketing, forum marketing among others.

There is no benefit of having a lot of traffic that does not convert because your content is sloppy, spammy or not beneficial.

Next Steps To Creating Content For Lead Generation

Thinking about an entire content generation campaign will sometimes cause one to take no action at all. So first, write down four or five general topics you know a lot about and that answers a question related to your business and customers needs.   Next, run them through the topic generation at HubSpot.  Then, simply add them on your calendar once per week and commit to having 500 words of content on or before the due date.


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One response to “How To Create Content For Lead Nurturing”

  1. Developing content to add value and build customer engagement and loyalty is essential! How are you using your Vision (your WHY), Core Values (absolutes that drive decision making), Mission (your WHAT and HOW), Competitive Edge (the VALUE you bring individuals, families, businesses, organizations, communities, stakeholders, etc.) to drive your marketing and sales to maximize customer loyalty and achieve the results and outcomes YOU desire?

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