Content for Email Nurturing  

When it comes to B2B demand generation, creating valuable and relevant content is essential for attracting and engaging potential business customers. What type of content for email nurturing works best?

One way to ensure that you are creating and sharing high quality content is to think of your company as an educator; once your prospective customer or client learns all about your products or services, it should be apparent that what you offer in the marketplace is the logical choice. This means understanding that prospective leads all learn in different ways. Some prefer written content, while others respond better to visual content or even interactive experiences that allow them a shared experience. That means that the best demand generation approach offers a steady stream of informative content in many different genres and across many different platforms.

Here are some types of content for email nurturing that tend to perform well in B2B demand generation:

Whitepapers and Ebooks: In-depth and research-driven documents that provide valuable insights, industry trends, or practical solutions to address specific challenges faced by businesses in your target market.

Case Studies: Detailed success stories that highlight how your product or service has helped a particular client achieve their goals or solve a problem. Case studies demonstrate your expertise and build trust with potential customers.

Webinars and Online Events: Interactive online presentations or panel discussions that offer educational or thought leadership content. Webinars provide an opportunity to engage with prospects, address their questions, and showcase your industry knowledge.

Infographics: Visually appealing graphics that simplify complex information, statistics, or processes. Infographics are highly shareable and can be used to communicate key messages effectively.

Video Content: Engaging videos, such as product demos, explainer videos, customer testimonials, or interviews with industry experts. Video content is highly consumable and can effectively showcase your offerings. While there is a place for “talking head” type videos, where for example a senior executive explains the advantages of your product or service, people tend to respond and re-visit content that offers a chance to see a product in action, or content that takes them into the field to see a product at work. A good demand generation approach would be to consider using many different kinds of videos.   This article has some great examples of some of your options – Six Important Videos for Lead Nurturing and Demand Generation

Blog Posts and Articles: Informative and educational articles that address common pain points or provide valuable insights into industry trends, best practices, or tips. Blog posts help establish your brand as a thought leader and attract organic traffic to your website. This content, once created, can be set up in a digital library and provide a series of automated posts to your website. Regular and scheduled updates help your website perform better within search indexes, and when combined with a thorough SEO strategy, mean that your product or service will be among the first introduced to a prospect who finds your company via web search.

Interactive Content: Content that requires active participation from the user, such as quizzes, assessments, calculators, or interactive tools. Interactive content encourages engagement and provides personalized experiences for prospects.

Podcasts: Audio content featuring industry experts, discussions, or interviews. Podcasts are convenient for busy professionals and can help establish your brand’s authority in the industry.

Templates and Checklists: Practical resources that offer step-by-step guidance or frameworks to address specific business challenges. Templates and checklists provide value to prospects while positioning your brand as a helpful resource.

Remember, regardless of the content format, it’s crucial to focus on providing value, understanding your customer’s needs, addressing their pain points, and demonstrating expertise to generate demand in the B2B space. Tailor your content to your target audience’s needs and preferences and optimize it for search engines to maximize its visibility.