A successful lead development and nurturing program includes relevant content that resonates with your target audience.
This series is your comprehensive guide to developing your own strategic lead development and nurturing program. Learn more about the five major components of a strategic lead development and nurturing program that boosts sales and boasts success.
What is Content Marketing?
The Content Marketing Institute defines content marketing as a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.
In other words, the idea is to build relationships and trust over the long-term by consistently delivering high-quality, relevant content with the ultimate goal of converting those leads to customers.
What Purpose Should Content Marketing Serve?
Before we dive into developing content for your target audience, let’s first establish one very important thing—your content should always be purpose-driven.
And that purpose is not to pitch your business, but to provide relevant, useful, solution-based information that helps your audience. This is key.
Before you even begin to create a piece of content, ask yourself the following questions:
- Is there a purpose for content?
- Is it relevant to the target audience?
- Does it provide a solution to the target audience?
- Is it focused on pitching our services, or providing useful information?
Consumers crave authenticity. Being a valuable source of information will build loyalty with them faster than a sales pitch that blends in with the clutter they face every day.
While your ultimate goal is to turn leads into customers, your overarching content marketing goal should be to change the behavior of your ideal customer to guide them toward your brand. Authenticity is key for achieving this.
Developing Relevant Content
At this point, you’re probably wondering how you’re going to create all this content and come up with fresh ideas. Here are some tips:
- Start with your customer base—read online reviews about your business and your competitors. Ask your customers what questions they have and what challenges they are facing.
- Subscribe to other industry content.
- Hire an ad agency, or an intern to help with the workload.
See a real-life example of how we crowd-sourced common misconceptions that consumers have about buying insurance and used them as thought starters for a content marketing strategy.
In the first article of this series, we showed you how to define your target audience by creating buyer personas and identifying where they are in the sales funnel.
Now we’ll discuss how to develop relevant content for those leads depending on the goals and challenges you identified in those personas and their position in your buying continuum.
Using Personas to Create Content
- Use their preferred communication channels – Do they prefer phone calls, emails, texts, mail?
- Follow the buying journey – Fine tune your message based on what stage they are in.
- Deliver content that solves a problem – What challenges did you identify in your buyer persona research?
- Speak their language – For example, content will be written differently for consumers in different demographics and in different stages of life.
- Connect on social media – Meet them where they are & answer their questions. Use their favorite platforms to deliver the right content at the right time.
Adding Value at Each Stage of the Buying Journey
Consumers stop listening when your content and messaging stops helping them and starts helping yourself. When content is not helpful or doesn’t solve a problem, business opportunities can be lost.
- Extremely useful, relevant, valuable information.
- Capture their attention by telling them something they don’t already know through blogs, eBooks, or videos.
- Podcasts, video, live interactions, case studies, comparison whitepapers, expert guides.
- Vendor/product comparisons, product/service literature, live demos, reviews, value proposition.
Are you interested in optimizing your lead development and nurturing strategy to reach your marketing goals? Send an email to Jill Fecher to start a conversation.
Any company with lots of leads needs a strategy for developing and nurturing them to conversion. This series is your comprehensive guide to developing your own strategic lead development and nurturing program.
- Identify the Buying Continuum
- Develop Relevant Content
- Generate a Database of Leads
- Nurture Your Leads to Conversion
- Tracking Results and Measuring Impact
Click through to learn more about the five major components of a strategic lead development and nurturing program that boosts sales and boasts success.