How to Generate Lead Nurturing Content The Right Way
Lead nurturing content is the most crucial yet confusing element of a lead nurturing system. Personalised content is required at every phase of a lead nurturing framework, making it even more complex to generate due to ever-changing market demands. In the midst of setting segmentation, lead scoring, and automation, it looks hectic to come up with new content ideas every time.
But with proper planning and a little smart work, brands can always brave through and generate content that resonates with their audience.
At a time when 81% of marketers are already investing in content marketing, the only suitable next step is to utilise it in lead nurturing: a powerful inbound lead generation strategy.
Let’s get started.
4 Qualities of Lead Nurturing Content
Lead nurturing content is created and delivered to individuals who have expressed an interest in your company or product with the goal of helping them move further down the sales funnel. There are four key qualities that effective lead nurturing content should possess:
The content should be directly related to the targeted audience’s interests and needs. It means content should be tailored to their specific pain points, challenges, and goals.
Every lead nurturing content piece should be personalised according to a buyer’s persona, using details like their demographics, firmographics, and user behaviour. It helps create a sense of connection with the brand in the prospects.
Relevant and personalised content can either be entertaining or informational. As a brand looking for lead generation through lead nurturing, you should aim to generate informational content that provides value to potential customers. It should help individuals solve problems, learn something new, or decide.
The content should be delivered consistently over time so that the individual receives regular updates and reminders about your company and product. To acquire prospects’ top of mind, it is crucial to appear in their feed repeatedly with helpful content.
By focusing on these qualities, you can create lead nurturing content that is effective at moving prospects further down the sales funnel and increasing the likelihood of a conversion.
Mapping Lead Nurturing Content on Different B2B Sales Funnel Stages
Lead nurturing content varies for different sales funnel stages. If not done correctly, it can result in losing leads. Below is a table that discusses different consumer mindsets at each funnel stage and what content pieces you can share on that particular point.
Marketers can use the above table to build a rough understanding of what content they would require to develop a lead nurturing system. A brand can also modify this table according to its personas and services.
Suggested Read: When You Should Start Building an Effective Lead Nurturing Campaign
Five Tips to Generate Effective Lead Nurturing Content
1. Timely Optimisation
Timely optimisation of lead nurturing content refers to the process of continually reviewing and improving your content based on its performance and the needs of the target audience. It helps ensure that your content is relevant and effective at moving individuals further down the sales funnel.
Here are a few tips for optimizing your lead nurturing content in a timely manner:
- Use analytics tools: By using tools such as Google Analytics or a marketing automation platform, you can track how your content is performing in terms of engagement, conversions, and other key metrics.
- Monitor prospects’ feedback and behaviour: Pay attention to what your audience is saying about your content, as well as how they are interacting with it. It assists in identifying areas of improvement.
- Test different versions of your content: A/B testing can be a helpful way to determine which versions of your content are most effective. Try testing different headlines, images, or calls to action to see what works best.
- Regularly update and refresh your content: Keep your content fresh and up-to-date by regularly reviewing and updating it.
Suggested Reads: Optimizing Lead Nurturing for Higher Qualified Leads
2. Build a Buyer Journey Map
A buyer journey map is a visual representation of the steps that a potential customer goes through on their path to making a purchase. It helps to identify the key touchpoints and decision points along the way, as well as the thoughts and needs of the buyer at each stage.
Build a flowchart or diagram to map out the stages of the journey and the key touchpoints. It can help you to see the big picture and identify any gaps or areas for content improvement.
By building a buyer journey map, you can gain a better understanding of the customer’s experience and identify opportunities to improve the way you engage with them and deliver value.
Suggested Read: How to Create a Buyer Journey Map: A Complete Guide
3. Create and Curate
Creating and curating lead nurturing content involves producing original content as well as finding and sharing relevant content from other sources. Here are some tips for doing both effectively:
- Create original content: Original content can help to establish your company as a thought leader in your industry and build credibility with your audience. Consider creating blog posts, ebooks, infographics, videos, and other types of content that provide value and address your audience’s pain points and needs.
- Curate relevant content: Sharing relevant content from other sources can help to round out your lead nurturing content and provide additional value to your audience. Stay up-to-date on industry news and trends, and share articles, videos, and other types of content that are relevant to your audience.
4. Repurpose Everything
Repurposing content refers to finding new ways to use existing content to engage and nurture leads in your sales funnel. It is an effective way to maximise the value of the content you have already created and to keep your leads engaged and interested in your company.
There are many ways you can repurpose content for lead nurturing. For example, you might take a blog post that performed well and turn it into a series of social media posts, a series of emails, or a webinar. By repurposing your content in different formats, brands can hold leads’ attention at different stages of the sales funnel.
5. Pay Attention to Interactive Content
Interactive content refers to content that requires the audience to actively engage with it in some way rather than simply reading or viewing it passively. It includes things like quizzes, polls, surveys, games, and other types of content that allow the audience to input responses or make choices.
Interactive content acts as a great way to engage with your audience and keep them interested in your content. By allowing them to participate and interact with your brand, you can create a more immersive and enjoyable experience. It can also become a useful tool for gathering user information. For example, a quiz or survey can provide valuable insights into your audience’s preferences, opinions, and behaviours.
Ready to Build a Lead Nurturing Framework
Rightly build lead nurturing content can become one of the most tools to attract and convert different audiences.
To generate effective lead nurturing content, brands should focus on four key qualities: relevance, personalisation, value, and consistency. Different types of content should be shared at different stages of the sales funnel, and by mapping out the content needs for each stage, brands can create a comprehensive lead nurturing system.
If you are someone just getting started with B2B lead nurturing and need help, check out this guide:
B2B Lead Nurturing: The Ultimate Guide