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Four Content Marketing Ideas for Lead Nurturing

You have run a good lead-generation campaign and you now have leads in your pipeline. So how do you encourage those leads to make a purchase? You nurture them by providing content that answers buyers’ questions throughout the buying process. This is an effective way to speed up sales cycles.

For your content to have the highest impact it must add value. Therefore, focus on creating content that changes or shapes their perspective, educates them about their options and helps them build a case for moving forward with your products and services. Here are four content ideas that can help accomplish those goals.

Original research reports

Conducting research with clients or industry influencers and sharing the results is a powerful way to nurture leads. Make sure your research report has a narrative, a point of view and an easy takeaway for your readers. Focus on research and best practices that help the customer succeed.

A video or podcast interview with a customer or industry expert

Video and audio interviews provoke thought and bring in new perspectives. Prospects appreciate hearing these new viewpoints from their industry peers. Do not let the interview run long, though. Short and substantive interviews will be popular items with your prospects.

A market brief

Most prospects are busy and have a hard time keeping up with everything that is happening in their market. A brief summary of an issue and how other clients are addressing it can be welcome content for your prospects. They will be grateful for this fast and easy way to get up to speed on an issue.

A slide deck

Develop your content into an easy-to-view slideshow, post it onto your website and promote it to your prospects through email. Avoid pushing products or making sales pitches with the slides. Instead, make the slides informative with quick bites of knowledge and insights that will help them be successful.

Prospects are rarely ready to buy when they first meet you; that is why they must be nurtured. Content marketing for lead nurturing should consistently add value as they read, weigh options, build budgets and look at data and solutions. KEO Marketing has a team of experts who can help you with your content marketing and lead nurturing. For more information, contact KEO Marketing or call us at 888-702-0679.

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.