Nurture and Sell More Prospects with These 3 Marketing Content Pieces

If you have a number of leads, but your sales aren’t coming in, we know the reason why.

You need quality marketing content that compels your prospects to become loyal customers.

According to recent data from DemandGen Report, a large sum of qualified prospects turn to marketing content prior to making a purchasing decision.

Here’s the breakdown of how most leads decide whether or not to buy:

  • 73% read case studies.
  • 67% attend webinars.
  • 58% download eBooks.
  • 78% use white papers.
  • 58% watch videos.
  • 56% check out blog posts.
  • 52% turn to infographics.

While we’re only covering 3 of these, the reality is clear—your audience is hungry for quality content.

Are you creating the best possible content that turns NO into YES?

Take a look below to discover how to create 3 marketing content pieces that nurture prospects and increase sales.

1. Case Studies

Case studies highlight how your business solved a particular problem through storytelling and data.

In a short space, a quality case study will take the reader from a bad situation to results that made a significant impact.

As you craft your case study…

  • Engage your audience with an outline of a problem. Example: perhaps your client had no idea how to network or your store customers can’t find a flattering and/or comfortable bra.
  • Show prospects what you can do and outline how you solved this problem and overcame obstacles to produce the desired results. Example: you reworked your clients’ metadata to raise SEO visibility.
  • Project the results you helped create so that case study readers will envision themselves gaining similar results. Example: your software allowed dispatchers to relay the precise location of a package with GPS coordinates.

What a Successful Case Study Looks Like

One of our clients, a telecommunications company, constructs flawless DAS systems and builds complicated networks.

Their undertakings often last for many years, and span a gamut of projects from hospitals to sports arenas.

These telecom projects, which promise to keep operations running during construction, consistently provide sustainable transformations for major businesses.

To showcase this level of comprehensive service, our team constructed a number of case studies that highlighted a bad situation, outlined the obstacles the company overcame, explained the solution, and showcased the results.

The company now uses these case studies on their website to convert traffic to clients. Take a look…

Though this is a brief preview of an effective case study, you’ll see how the importance of the network is clearly illustrated.

This reveals the problem prior to outlining the steps to the solution.

2. Infographics

According to data from Shift Disruptive eLearning, people interpret images 60,000 times faster than text. However this benefit is only half of the power that an infographic creates.

Infographics provide relevant content, tell a story, outline strategies, and give value to your audience.

Plus, infographics provide a form of visual media that shakes up monotony.

When it comes to infographics, success means creating content your audience can digest in seconds. This scenario starts when you create content that reveals a problem-and-solution value proposition.

To create a successful infographic that compels audience members and increases conversions…

  • Gather compelling stats that illustrate a problem. Example: if you run an SEO company, highlight how 93% of online experiences begin with a search engine.
  • Determine the story elements. Example: if you operate a mobile marketing business, consider an illustration that juxtaposes email and text marketing.
  • Teach something with the infographic, as prospects are looking for examples of your expertise. Example: if you run a catering company, teach your readers how to prep a snack table.

What Successful Infographics Look Like

Because infographics teach the audience how to do something, our most recent project focused on our chief expertise. Of course, the subject is about impactful copywriting strategies.

If you want a visitor to make a decision within a 2-minute window, your web copy must pack a punch.

In the following infographic sample, you’ll see a few of the essential steps to attract prospects to your website, provide them with compelling information, and watch your conversion rate shoot up.

In the preview example below, you’ll see an infographic that outlines practical skills and illustrates its points visually.

3. eBooks and White Papers

When prospects invest their time in you, there’s no question that they have peak interest. If someone is willing to read a few pages of content, chances are they want to know more about your services.

When you use your eBook or white paper to answer pressing questions and field the topics your target market is interested in, you establish a rapport with prospective buyers.

This lets your readers know your company understands where they are coming from and that you are in tune with their concerns.

As you write your eBook or white paper…

  • Illuminate stories about how you personally struggled, so that you showcase empathy for readers who share similar problems. Example: if you run a health-centric business and you dropped pounds using the techniques you now teach, share that story.
  • Highlight the results and transformations that only you can provide. Example: if you run a personal growth business for single parents, outline brief case studies of your clients who increased quality time with their kids through a prioritization system.
  • Offer value and tactical advice, so that your readers devour the content and gain a practical benefit. Example: if you run a small business consulting firm, offer practical tips for tax season or how to find the ideal contract worker.

What Successful eBooks and White Papers Look Like  

2015 brought Sūmèr a number of clients from the pet industry. (Great for us—we love cuddly things!)

One of these clients afforded us the opportunity to create an eBook that came as a part of a group membership offer for health-conscious pet owners.

The eBook performs multiple functions—from explaining why the author’s business exists to giving tips to improve the health of dogs and cats. In addition, the eBook also provides a standalone product for prospects who aren’t ready for full membership.

When these readers digest the content, many become paying members who pay monthly fees.

As mentioned before, a quality eBook has at least 3 qualities—it showcases a struggle, broadcasts results, and reveals a practical skill. In this particular eBook, readers…

  • Learned about a dog whose sickness could have been alleviated with proper diet.
  • Discovered how other dogs and cats lived fuller, longer, and healthier lives.
  • Received steps for how to cook nutritious and revitalizing meals for their pets.

Now that you have the resources to write quality content that turns NO into YES, get to work. J

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