How do you use content marketing to attract and nurture leads?

Goals and metrics must be set in place to attract and nurture leads through content, as you start. Focus on: 1. Valuable content, that talks about pain points or interests of your target audience. 2. Measuring success by defining metrics such as engagement rate, click through rate and conversion rate. 3. Using lead magnets (Ebook or webinar) to attract leads and follow up on emails using drip emails to keep them engaged. During one of our campaigns, we offered a guide for free and utilized email follow up to nurture leads. A 30% conversion increase was our result. By setting precise goals and tracking metrics you can refine content to drive just the right amount of effective lead generation and engagement.

How I created 30 content ideas in <30mins (without AI): 1// Write out the goal you want to help your audience achieve (this is point Z) 2// Write out their current situation (this is point A) Eg: Going from $50k/mo to $100k/mo 3// Based on your expertise, write out the flow that they need to take to get there Eg: Customer acquisition systems - Fix their ICP - Fix their offer - Install outbound prospecting systems - Improve discovery calls - Improve sales calls - Improve sales and marketing assets (the list goes on...) You probably won't run out of ideas. Each idea can be split into multiple posts.

Here's one of my best tips for making content live even longer: begin preparing your content for repurposing before you create it. This will help you organize the different parts of your content to be easier to repurpose. For example, knowing you want to share a blog post as a slideshow on LinkedIn means you can create the images for your blog in that format natively. Everything can be repurposed and revitalized. Having a real plan for that at ideation can save you so much time.

With AI, there is enough meh content out there, and users are smart enough to figure out (despite AI advances) if content has a feeling of "auto generatedness" to it. Most cases, its your champion who is reading your content, and getting primed to talk to you for a potential B2B sale, so high quality content has downstream compounding effects for sales.

I often use these methods to make my content "higher-quality": - Include real statistics and numbers - Include references from influencers / creators - Include real-life examples - Include personal lessons What else would you add?

1// Start with "sales assets" - Case studies - Customer success stories - Comparison vs competitors 2// Continue with nurturing content - Solution guide to a proven problem - White paper - Industry insights reports 3// Create "traffic" content - Free giveaways - Trends - Hot topics - Industry news 4// Send relevant content to specific leads - Subscribed to free giveaways? Follow up with relevant industry report - Interested in trends? Follow up with white paper

It's also worth mentioning that while on one hand you want to create and stick with a content calendar, you should make room for spontaneous content. If you can ride the wave of trending topics or news, you can secure a lot more brand reach, and generate a lot of leads for cheaper than usual. However, while doing so, make sure not to compromise on the value your audience is used to getting from your evergreen content. Incorporate tools like 'Google trends', 'Viral Finder' and 'Exploding topics' into your content research workflow so you keep your finger on the pulse of trending topics. Content marketing requires commitment and nimbleness with time and physical resources but one thing that's for sure is that it pays it's weight in gold.

Keep this in mind. You're rarely going to change your prospect's buying timeline. What great content does is position you and your solution as the thought leader in the space so when your prospect is ready to buy they're thinking about you.