Brian Carroll

Content ideas for lead nurturing and tactics to use

When it comes to lead nurturing, I find that many marketers get stuck because they lack enough good content to do it consistently. My advice (if you plan to do it) is to start accumulating content and building your lead nurturing library ASAP.

How do you build your library of relevant lead nurturing content?

A lead nurturing program can leverage existing investments that you have made in other marketing tactics such as events, white papers, contributed articles, or any other thought leading content. Third-party resources and content can also be effectively utilized to bring you an aspect of credibility through the the halo effect.

Begin by developing a catalog (think library) of all of your lead nurturing content. Unfortunately, if you have a lot of content this can be tedious process. But trust me it’s worth it. To help you get started, I’ve put together a simple spreadsheet (with example data).  Download Lead-Nurturing-Content-Catalog-Sample.xls

Next, start digging around for good content in places such as your website, shared network folders and other content management systems that you have access too and collect that data in your spreadsheet. I advise starting with the most recent content first and then working your way back in time. And once you’re done, be sure to keep your lead nurturing library catalog updated.

Here are some tactics you can use to leverage your lead nurturing content:

What can you send via direct mail?
The workhorse of business-to-business direct mail is still the one-page, personalized letter sent in a #10 envelope. Here are some direct mail content ideas: personal letters, dimensional mailers, books, newsletters, press releases, white papers, event invitations, research reports, case studies, success stories, article reprints and third-party articles.

What can you send via email?
Send personalized one-to-one emails with links to: by-lined articles, blog posts, relevant third party articles, case studies, press releases, white papers, e-newsletters, event invitations, archived events, research reports, blogs, success stories, case studies, videos, podcasts, and website content.

How can you leverage events?
Invite people to attend events such as: trade shows, live seminars, webinars, webcasts, executive briefings, workshops, conferences, road shows, speaking engagements and on demand events. Leverage past archived and recorded (archived) events with email links.

What can you do online?
Be sure to give your audience a way to subscribe to get updates either via RSS or via email. Here are some online examples such as: blog posts, podcasts, vidcasts, webinars, e-books, personalized microsites, wikis, and other multimedia.

What can you do via the phone?
Share new ideas, develop relationships, confirm correct contacts, get internal referrals, be sure to always get opt-in email addresses, personal invitations to events, reengage aged opportunities and identify sales ready leads.

This is by no means a comprehensive list of ideas but it should get you started. You might also find value in my recent webinar on lead nurturing relevant.

Do you have any other lead nurturing content ideas that you’d like to share?

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Lead Generation, Lead Management, Lead Nurturing, Marketing Strategy, Sales Leads, Thought Leadership



  1. | #1

    Great post Brian. The content is often a greater issue than the delivery method in my experience.
    For those that don’t really have good content, (or don’t like what they have)I think it is a really good idea to sit down and decide on three topics as a starting point for the collection of material.

    Write down all topics you can think of that are relevant to your business

    Rank them and select the top five

    Look at the top five and pick the ones that are most news worthy, i.e. that are not only relevant but that are topics that people are thinking about right now.

    Now you’ve got a strategy to help you select and create.

  2. | #2

    Thanks for the ideas Brian. You definitely expanded my view of what can or can’t be sent via email or direct mail. It gives marketers many more ways to nurture leads and keep them interested. I guess that once you have all the content, all you need is an efficient way to send it out to prospects in a way that allows you to close more deals.

  3. | #3

    I have always worked in sales for smaller companies, where the issue is that there’s no one else (like a large marketing department) to create the content for you. I have learned that the only way to build, for example, sales tools or lead nurturing materials is to just have the discipline and foresight to build it up “as you go”. It’s surprising how quickly it builds up.

  4. | #4

    I was reading through the: 7 Tips to Improve Sales Follow-up & Close More Leads and I find that there is one vital step missing.
    If this Lead Generation is done via phone you will have a huge gap between the Sales and/or channel if the Agents actually generating these leads are not having direct touch with the persons/companies that are expected to close these deals.
    The more you move into C-Level and Key Account Lead Generation the more important it will become.
    You can have the perfect measurement tool for ROI and the perfect lead qualification criteria’s and a great buy in from the Sales team but if you have too many layers management in between the people actually have the ear to the market and the customer I believe you will have a problem.

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