One of the biggest challenges B-to-B marketers face is developing/identifying content that can be used in e-newsletters, e-blasts or just plain emails as part of a nurturing program.
I think a major stumbling block is that some think they need to produce all-original content themselves or have control of all the messaging. The whole point of a nurturing program is to engage potentials with RELEVANT and INTERESTING content. Follow a rule that of three things you talk about, make one of them about you and the other two about ways they can improve their jobs.
That doesn’t mean highlighting the news widget in your line. Too many people make the mistake of always trying to sell you something or are always talking about themselves. When was it when you were at a social or business gathering and got stuck with someone who only talked about themselves? Not a very engaging conversation and I’m sure it didn’t last that long.
To the contrary, you need to give the reader something that will help them do their job better (relevant) and you want to get their attention (make it interesting).
What some don’t realize is that there are numerous options out there that are free for the taking if you know where to look, and they might be right under your nose. You need to look at good secondary sources. Here are some:
- Trade associations – They are always addressing issues that are relevant to your space.
- Trade publications – Most have archives of great written relevant articles that address applications or processes in your area. They also have articles/views on industry issues that could be shared. Write a small comment and link to their website.
- Other manufacturers’ sites – Other non-competing manufacturers in the same space you are might be publishing great insights on an application or how-to article that would be a benefit to your audience. Again, write some comments and link to their site.
Not only will you engage more prospects, but you can increase your audience. If people receive things that are valuable, they will share it with others. So a by-product of good content would be an increase in your list size.
What kind of secondary resources are you using?