Lead Nurturing Tips: Building a Successful Content Strategy

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In my previous post in this lead nuture blog series, I introduced lead nurturing as a means to build relationships and trust with your prospects and contacts in a way that is consistent and relevant to their needs and interests. In this installment, I will delve into tips for building an engaging content strategy.

Oftentimes, marketers delay their email efforts out of concern that they do not have the right content, or enough unique content, to engage customers for an extended period of time, such as a in a nurture path. But don’t let this excuse stop you from engaging in personalized and ongoing conversations with your database. Your competitors are educating and engaging with potential customers; it’s essential that you do the same.

First things first, you must identify your different buyers, and gain a comprehensive understanding of their goals and pain points, so that you can map relevant content to their buying journey and nurture paths. Focus on optimizing your current content and syndication strategy, rather than overloading your marketing team and customer base with an influx of new content.

Optimize Existing Content

In today’s hyperconnected marketplace, there is a profusion of content — your audience can learn so much about your brand or product before even speaking with anyone at your company. The key is not to focus on producing more content, but to maximize the impact of your existing content with the three Rs of content marketing: Repurpose, Reuse, and Rewrite.

With the excessive amount of noise out there, you need to creatively repurpose and reuse your content to optimize its reach. For instance, a webcast can live long past its short shelf life if you gate the recording, turn it into a blog series to recap the content, expand it into a Q&A white paper of the key findings from the expert speakers, or even leverage the content in an ongoing email campaign to those that did not attend.

Complementary to curating your content, you must also take advantage of the breadth of available channels to drive ongoing demand generation. Bluewolf CMO, Corinne Sklar, speaks on the topic: “I always tell my marketing team that they must ‘pluck the chicken off the bone’ before moving on to developing a new content piece.” Don’t spend valuable resources on new content creation without making absolutely sure that you’re getting the most possible value out of each piece. Consider your newest piece of content and ask yourself, “How much value have I gotten out of it, and how can I identify four more ways to spin it into something new?”

Create relevant, emotionally engaging content

Keep in mind that at the end of the day, you are still communicating fellow human beings, so connect with them, both personally and through their unique business needs. Your content strategy and nurture paths are meant to build trust and loyalty between your potential customers and your brand, so make sure you drive a personalized conversation. 

Bluewolf’s Guide to Customer Obsession found that behavioral economists believe that up to 70% of customer decisions are based on emotional factors. Building trust between your brand and your audience is paramount, and will produce much more engagement than robotic sounding emails. Leveraging an emotional connect will drive loyalty, increase engagement, and elevate your brand exposure.

Building a strong connection and loyalty to your brand will result in higher rates of consideration, purchase, and willingness to pay a premium. Mckinsey found that in 2012, strong brands outperformed weak brands by 20 percent, which is a significant increase from 13 percent in 2011. Invest in your brand to build a community of brand advocates through trusted quality services and products. 

Additionally, build the personal connection by listening to your audience. Using social mining as a way to leverage the trends, conversations, and issues surrounding your brand. Use terminology favored by your audience, and communicate based on their interests. Below is an example of social mining of soft drink terminology:

This example shows that after only gaining insight into whether your target audience drinks “soda” or “pop,” can you begin a fluid conversation with them that feels indigenous to their environment.

As you revisit your content strategy and nurture programs, make sure not only that your nurture paths are customized by buyer type, but that your content, messaging, and CTA are all fully customized. Leverage the moments you have in front of your customer, and continue to build your digital relationship with them. Don’t be afraid to reshare a piece of content with them; most likely, they will appreciate the reminder to read a high quality piece of content that is directly relevant and personalized to them. For more lead nurturing tips and tricks, listen to our co-hosted webcast with Marketo, New Benchmarks and Insights into Lead Nurturing. To see how the top marketers are innovating their marketing processes and techniques, download our guide, The Three Pillars of Modern Digital Marketing.

Republished with author's permission from original post.

Cassie Hrushesky
Many companies invest thousands if not millions of dollars into their Salesforce instance but disregard the importance of education of those running the CRM. Become self sufficient in your instance through change management and education, to ensure user adoption, strong data quality, along with saving time and money. I oversee the marketing efforts of our Change Management & Learning practice, including Adoption, Training and eLearning. Marketing efforts encompass content development, lead generation/nurture and strategic campaigns for our Change Management & Learning practice.

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