Quality content is everything when it comes to an effective lead nurturing campaign. The key is creating informative content that is both relevant and interesting to potential leads. All content needs to be sent on a consistent basis (weekly, monthly etc.) and establish the company or individual as an expert in their industry while placing a focus on educating, not selling. The better the content, the better the response. Here are three essential steps to creating content that will build relationships and write quality lead nurturing content.
Give the Content a Personality
There has been some debate whether it is better to publish content under the company name or under the name of individual authors. There are legitimate arguments for either side, but in most cases, people want to connect with authors, not companies. The more personality shown within the content, the more people are drawn into reading it.
People instinctively look to make connections with other people. Readers will have a stronger response to the content if they know there is a human being they can relate to or learn from at the other end of the message. They will be more likely to reach out to the individual, leave more insightful comments, and be more excited about future content if they can connect a person with what they are reading. Forming relationships, starting conversations, giving advice, and generating interest are all qualities of an industry expert, which is the main goal of lead nurturing campaigns in the first place.
Articles must be Informative
Most people are busy with their regular lives and they do not have time to read meaningless content. Anything that is being shared through lead nurturing has to inform or explain something that would not be commonly known by potential leads. Not everyone knows about the latest research report, technological breakthrough, or industrial mergers in their industry. As a result, lead nurturing is an opportunity to educate prospects, customers or partners.
The content has to address an exciting news-flash, solution, breakthrough, or something that will be compelling to the reader within the first two sentences. It needs to give the reader immediate value so they are willing to invest the time to read further.
All of the knowledge and name recognition in the world will be ignored if the writing itself does not demonstrate expertise. Writing with confidence makes a huge difference in how it is interpreted. It engages the readers, holds their interest, and gives the content the credibility it deserves.
If the content demonstrates expertise and professionalism that is exactly how readers will perceive it. Avoid using the passive voice wherever possible and use strong action words when offering advice. Include personal experiences to strengthen the connection, since most people will have a greater appreciation for the insights if they can relate to the author on a more personal level.
Lead nurturing is essential for sales conversion, but it has to be done properly. The content needs to be personable, informative, and clearly demonstrate expertise to inspire a lead to read it thoroughly. The higher quality of lead nurturing content, the more effective it will be at converting sales, and generating revenue.