Choose content that meets your objectives

Your first step in creating an email content strategy should be to define your goals and objective. Starting your strategy by asking yourself “why?” will help you select content that meets your goals and allow you to focus on what matters. For you, your goal might be to generate more qualified leads and for others it might be to bring more awareness to your product or service. In either case, the content should follow the objective.

Focus on what your audience wants to know

In practice, this means using content engaging enough to get prospects to click on a link and read more. The best way to achieve this is to use less content about your company and more content focused on what your audience wants to know. Below is a chart with examples of what customers want to know at each stage of their decision process:

16 content ideas targeting different prospect buying stages

Decision stages

Let your prospects choose their own B2B content adventure

According to research from Silverpop (below), to maximize your click-through-rate (CTR) your newsletter should aim to have 21 or more links. What’s more is that accurately predicting what prospects want is hard work and beyond the statistical accuracy of most B2B databases. Increase your CTR by offering newsletter readers a range of relevant content choices.

How-many-links-should-you-have-in-an-email

Test “Newest”, “Most Popular”, and “Recommended” content

Some of your most engaging content is already available for your to use. Uncovering them is easy. Find your top content by using your analytics to identify most popular lists, most shared lists to add along with your newest content.

Test 3rd party content

Subject matter expertise includes more than your complete set of published white papers. Recognizing and commenting on what other thought leaders are publishing on the trends, issues, and ideas in your category can also be proof of your expertise.
Get better results with faster planning and better execution

To achieve better nurturing results, focus on faster content planning and better execution.

Brainrider recommends using a practical development process to create better content. This process includes: using a content development workshop to discuss customer needs and pains, organizing customer-focused content and replacing low-yield content formats (like lengthy whitepapers) with more effective marketing formats. To learn more, check out one of our content development webinars or contact us for a no-obligation consultation.

For More Information:

Request a Brainrider content development quote

Understand customer decision stages and how to use them to create better content

Download a content development briefing template

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