B2b Lead Nurturing Using Content Marketing

We all know that quality content is the secret for attracting prospects

. Quality content is as effective in nurturing those prospects into qualifed leads. Once you obtain that oepning click-through, your website needs to be full of engaging content which the visitor will desire to interact with. Creating quality content like ebooks, whitepapers, datasheets, comparison guids and information kits created to connect with the prospect depending on where they are in their buying cycle is an impressive way to move them along the buying cycle.

Here is an instance of what this might look like for a company which sells say commercial insurance:

Step 1: Lets say prospect searches for "insurance coverage for data theft

Step 2: Your blog article, titled "Why Your Organization Needs Coverage Against Data Theft" appears on the first page of the search results and the prospect clicks through to read the article.

Step 3: At the closing stage of the blog article is an offer to download the free whiteparper, "Five Things to Consider While Purchasing Data & Privacy Liability Coverage". As soon as this form is done, this triggers an automated email lead nurturing campaign (created especially for people who downloaded this initial whitepaper).

Step 4: Week days after form completion, the first email goes out appealing the prospect to download your free guide "Guide to Privacy & Data Liabilty Claim Scenarios".

Step 5: Ten days after initial form completion, prospect receives an email to request a free evalution of their existing insurance coverage to ensure they are protected against data theft.

Based on your organization and sales model, the steps for your lead nurturing will vary greatly. Maybe it needs to be stretched out over a longer time period or you may desire to rely more on video and podcasts. But the basic premise remains the same. Content marketing is used initially to get found and then to help move the prospect through the buying cycle. By offering appropriate information to help in the buying decision, you are cementing your position in the prospect's mind as a valuable resource and greatly increasing the likelihood of a purchase.

by: nvvarma

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