Take Stock of Your Content Library

Marketers, it’s time to roll up your sleeves and dig into your content library!

At this point (during step six of the lead nurturing process), you need to know what you have to work with.

Content is very important when it comes to personalizing the buyer’s experience. IT managers and Sales managers have different challenges, needs, and motivations that your marketing team should aim to address in their content creation efforts.

The content you send should be aligned to the specific target audience you’re trying to reach as well as the sales stage they’re currently in or the one you’re trying to move them towards.

Ask yourselves what assets you already have. Do you have eBooks? Promotional videos? Webinars? Case Studies? Guides and Checklists? Infographics? White Papers? Do these types of content relate to your target audience, the nurture campaign, and your ultimate goals? Are they dated or still relevant.

Take the time to analyze what you have in stock and what you need to add or improve upon.

This chart will help you keep track of your content and provide transparency into what is available to your sales team and customers:

Take Stock of Your Content Library

This exercise (above) will help you identify gaps in content and may affect the timeline that you release your nurture campaign if you need to develop additional resources. Knowing your target buyer and how they like to absorb content is key.

Having that content contain the right information to help them overcome their challenges, position your product or solution, and have a strong call-to-action will set you and your buyer up for success.

Developing content scares many people but having these assets will set you apart from your competition.

How many times have you heard someone say, “Oh, I’d love to help, but I’m not a writer”? Many think that creating all these assets is time-consuming and expensive, but it doesn’t have to be.

Many companies today may do webinars every month, but not have a blog, infographics, eBook, or promo videos. The secret is that the content you may be looking for to create assets like this is right in your webinars!

For example, at Ledgeview Partners, we often take a single hour-long webinar and turn it into an eBook or eBook series along with complimentary blogs, infographics, and promo videos to support it and provide different content types for different learning style preferences.

That’s really all it takes to start the process of mass content creation! The turnaround may be faster than you could’ve ever imagined, especially if you hire the right internal or outsourcing team to support your ideas.

In one of our newest eBooks, we give you the 12 steps to getting started with lead nurturing and cover everything from the basics to the differences between CRM and marketing automation to succeeding with email marketing campaigns to getting sales and marketing on the same page, and more.

Get the 12 steps when you download your complimentary eBook copy.

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