lead nurturing content

How to Write Lead Nurturing Content [5 Best Practices for Writing Lead Nurturing Content]

Convert prospects into customers by crafting your content strategically. Learn how you can use lead nurturing content to your advantage.

The objective of cultivating leads is to help prospective buyers along the customer journey through the sales lifecycle. And writing lead nurturing content is a cornerstone of this process.

Lead nurturing content is meant to educate prospective buyers about solutions available to solve their problems. Giving a potential customer enough information to make an educated purchasing decision increases trust and helps to foster a good relationship between the buyer and seller. And providing more up-to-date and relevant information—such as the pros and cons comparisons reinforces the relationship.

Customers want to feel that the seller genuinely wants to share with them the best solution and the best deal. And when this occurs in a natural genuine way, prospective customers are more likely to make the commitment.

buyers reading lead nurturing content
Image Source: Pexels

What is Lead Nurturing?

Lead nurturing is the practice of tailoring your approach to the needs of prospective customers to further strengthen your relationship with them. It aims to connect with, cultivate, and convert undecided leads.

Clever marketing and communication through lead nurturing content is the key to success in this area.

Expert Insights: Taking good care of your leads should be a priority through all the stages of the customer journey. This is what turns prospects into customers, fosters a positive customer connection, and encourages future engagement.

For lead nurturing content to hit the spot, it needs to communicate an authentic message. It’s not only about selling. Instead, customers should be recognized as individuals. They must be listened to and have their needs addressed.

Providing relevant, helpful information is vital to increasing brand awareness and maintaining customer relationships, even after the purchase is complete.

In lead nurturing, the profile characteristics of the customer are important. These could include elements such as title, role, industry, and where they are in the buying process. Lead nurturing keeps the prospective buyer engaged through a variety of content to ensure they’re well-informed about your product and service offerings. This strategy not only secures a purchase but promotes brand loyalty too.

Why is Nurturing Leads Important?

The best way to nurture prospects once they enter your sales funnel is to provide them with relevant content. Extending the length of the sales process also tends to increase the cost and the time of nurturing your leads.

Nurturing a lead is important for brand awareness, reputation management, staying front of mind, shortening the sales lifecycle, and more.

Brand Awareness

Nurturing leads allows you to introduce your services and products.

You can’t necessarily go into too much detail, as the focus is on the customer and not just your product. Nonetheless, it’s still possible to subtly introduce information about your offerings without sounding inauthentic or overly sales orientated.

Reputation Management

By answering a potential lead’s questions appropriately, you can build a solid reputation for your business. Demonstrating a thorough knowledge of their issues will make your brand look more credible, ultimately building trust.

Stay Front of Mind

Delivering lead nurturing content serves to boost your business’ image and helps your audience remember you.

In addition, having the right information and knowing how to connect successfully with a potential customer will raise your profile across the industry. Customers will remember you as someone they can turn to when they need help.

Suggest Reading: Lead Nurturing Content: What is it? And How to Leverage Digital Content Marketing for Nurturing Your Leads

Strengthen Your Sales Assets

One common outcome of businesses not investing in effective content writing is that they lose out on many potential customers.

Lead nurturing helps you hone in on potential customers by gathering behavioral data, which provides insight into your target market and the type of content they want to read.

Boost Sales at Lower Acquisition Costs

Providing lead nurturing content is a cost-effective way of generating an increase in conversions. Businesses that invest in a lead nurturing strategy will optimize their results and turn prospects into customers without a hefty overhead.

Better Decision-Making in Business

Businesses need to concentrate their energy on certain areas to limit expenditure while realizing reasonable returns.

Lead management allows companies to determine the most promising leads through behavioral data and profile characteristics, sharing the data across departments.

lead nurturing content
Image Source: Shutterstock

Best Practices for Writing Lead Nurturing Content

Understanding the basic concept behind writing lead nurturing content is crucial in taking the first steps.

Here are some of the best practices for businesses ready to implement a strategy to produce lead nurturing content.

1. Target Specific Stages of Your Sales Funnel

It's always a good idea to base your content on each projected step of the buyer's journey. From the behavioral data gathered through marketing automation or even your own experience, it’s possible to tap into customers’ different needs during each phase.

The sales funnel in the buyer’s journey has three stages: awareness, consideration, and purchase.

In the awareness stage, the potential lead has recognized something is lacking or is experiencing a problem. However, because they likely can’t quite put a name to the issue, writing content that will clearly identify what they need is key. At this point, you should be providing them with the context to help figure out exactly what they want and, in doing so, push them to the next level of the sales path.

With consideration, the need has already been defined. As such, they are searching for possible solutions to remediate their requirements. Here, you can provide information about your business and lay out some options, being honest about the various pros and cons and thus earning their trust.

By the time you reach the purchase stage, the potential lead already knows what the issue is and how they are going to tackle it, thanks to the information you’ve given them. Because the first two levels focused on building trust and establishing yourself as a subject matter authority, they are more likely to accept your recommendations. The goal here is to supply content that will provide them with a decision-making opportunity. Further, this step is important for continued nurturing and ensuring ongoing brand loyalty.

2. Use Personalized Content

For businesses that have complex sales processes, make sure that your lead only sees information targeted at their present position in the buying process. Personalization can help you achieve this.

It doesn’t mean having to develop different content for different buyers. Instead, you need to create content that will target a specific audience with the same or similar profile characteristics, needs, and requirements.

The initial goal is to identify who the ideal buyer is. Take their demographic profile into account and then use marketing automation to automatically track their behavior and actions. This helps ensure that your product or service reaches the right audience.

Personalizing content could include creating and sending newsletters, emails, and social media messages. These should target prospects in a personal way, making them feel heard and genuinely cared about. And this requires going back to the first step: understanding and defining your ideal buyers. The end result will be a substantially higher rate of conversions.

3. Create Content for Multiple Channels

Creating personalized content takes time, effort, and careful consideration on your part. That means utilizing this content across a full range of channels and social media applications.

By leveraging multiple channels you’ll be able to gain maximum exposure and impact. Re-posting your message on other online channels allows it to reach a wider audience by giving them options about how to receive the information. For search engines, writing content with SEO in mind will help.

Understanding your ideal customers means identifying their preferred social media applications or search engines. Targeted messages need to reach customers when and where they are active online.

This stage is crucial, especially during the preliminary phase of the buyer’s journey, where your lead is yet to acknowledge the existence of a problem or even be aware of your brand.

4. Create Content Based on Detailed Buyer Personas

With a buyer identity, you can create content that sounds more real and has clearer goals. The message should address the needs, preferences, and requirements of the target audience, written in such a way that appeals specifically to them.

A buyer persona is a detailed description of those people that collectively represent your target group. And although they aren’t actual individuals, they are nonetheless modeled on real people, with their own interests, hobbies, and ways of living. To accurately identify these personas, you need not only behavioral data but also the necessary sales experience.

The essential elements required to create a buyer persona include names, demographic profiles, behavioral traits, and interests. In addition, it helps to gather personal information, geographic location, professional details, goals, values, and challenges. By using this data, it’s easier to accurately identify their buying patterns and develop your content strategy accordingly.

Suggested Reading: How to Build a Content Roadmap for an Effective Lead Nurturing Strategy

5. Leverage Gated Content

Contrary to the belief that it discourages some potential leads, gated content can, in fact, be beneficial to your objectives. For instance, it reduces the excessive traffic volumes and instead generates leads with a high potential of being converted into buyers. Moreover, it improves their level of confidence in your offerings.

Specifically, gated content refers to content that is not publicly available. It is blocked for the majority of potential viewers. In some instances, companies will only let their content be accessed once the prospect has provided information—such as an email address—that will allow them to receive personally targeted content in the future.

For gated content to work, quality must be a priority because readers and potential leads expect it to offer excellent value. Consider experimenting with formats that are easy to personalize and fit the preference of your buyer personas.

Suggested Reading: 3 Types of Lead Nurturing Content & How a Strategic Approach Helps Increase Conversions

Sales Statistics | WriteForMe

Partner With WriteForMe to Boost Your Lead Nurturing Content

The first step toward developing any strategy is to be clear on your objectives. The same can be said for delivering lead nurturing content. Before you start optimizing your sales funnel or boosting engagement with passive leads, make sure to establish one direct, realistic, and measurable goal per campaign.

Whatever KPIs you set, being able to provide quality content that successfully cultivates your prospective leads is a worthwhile investment. If you’re looking to invest in lead nurturing content, WriteForMe is the perfect partner!

We deliver well-positioned, strategic content, to engage and nurture your prospective buyers. At WriteForMe, we work with you to tailor the content to an ideal customer, building a relationship to convert them from browsers to buyers.

Contact the content marketing experts at WriteForMe to request your complimentary content marketing playbook today!


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Andy Steuer

Andy Steuer is the Chief Marketing Officer at WriteForMe. Andy has been CEO, CMO, VP of Product for 8 fast-growing companies in his career. 3 of those companies became Top 10 Internet companies. Content Marketing has always been at the core to differentiate these companies from their competition. You can always schedule a 1 on 1 meeting with Andy by grabbing some time on his calendar here. List articles below that have Andy on the byline on the rest of the page. Here’s my calendar link:https://meetings.hubspot.com/andysteuer » More blog posts by Andy Steuer

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