As an inbound marketer for the last several years, I often forget that some of my friends and colleagues are not yet developing whitepapers, eBooks, webinars or even a blog to engage with prospects. But it’s true. Now there is absolutely nothing wrong with these companies, but when it comes to building lead nurturing programs, they struggle to figure out what to use for content.
Here are 5 content ideas to use in lead nurturing programs you may not have considered but you already have:
1. Web content
You have a website – right? Now I am not suggesting you copy and paste text from your website into an email and send it off. What I am suggesting is that you have content that is already written which you can repurpose rather quickly into an email communication piece.
2. Testimonials
People are talking about your company whether you are a B2B or a B2C. Curate this content from the channels and create nurturing emails that contain ‘our favorite tweets about us’ or ‘what people are saying’. This works two-fold; we love to hear what others like us are saying and we love to see our own name in print.
3. Questions from the community
Are people asking questions about your product, your company or your industry? Take those questions and answer them in an email format. If one person has a question, you can be sure someone else has the same one.
4. Your newsletter
We tend to think of our newsletter as a separate piece of communication than our nurturing programs but it can absolutely be a key component so use it!
5. Curated content from the industry
Who said you had to create original content yourself? As a member of LinkedIn, I receive an email which contains links to all the popular articles shared for a given week – I love this! Do something similar for your busy readers and pull together popular news articles, helpful blog posts and other content you find across the web. Package it up for them and hit the send key.
Once you have set down the path to create and execute a lead nurturing program, don’t let the notion of ‘we don’t have any content’ stop you in your pursuit. You have the content you need to get started, you just may not realize it.
What types of content are you using? Love to hear all your ideas in the comments!
