Content to Send at Each Point of the Buyer’s Journey

10.03.2016 |

Episode #5 of the course “How to do email marketing the inbound way” by HubSpot Academy


How do you decide what type of content to send to your prospects and customers? Remember the equation, folks:

Content + Context = Success

Here’s a couple quick suggestions on different types of content you might send and how it syncs up with the buyer’s journey.

Keep your content easily consumable. Videos, blog posts, slideshares, free tools, and high-level guides are great at capturing interest and educating prospects, which helps move them further down the buyer’s journey.

In this stage, you’re answering the unasked questions that you anticipate are running through your lead’s head. Some suggestions of content to email during this stage are webinars, case studies, FAQ sheets, product whitepapers, and third-party reviews.

And how about the decision stage? This is the time to send those free trials, ROI reports, product demos, consultations, and estimates or quotes, depending on your industry. You want to be upfront with what you can offer, and it’s time to let the lead get up close and personal with your product.

Right now, you might be wondering, “How likely is someone to buy based on just one great email?” The answernot very likely. It often takes a series of emails to build trust and earn business. That’s where lead nurturing comes in.

Lead nurturing (flashback to lesson 2) is the process of building relationships with prospects with the goal of earning their business when they’re ready.

You can’t force your leads to buy from you. But you also can’t afford to lose a lead because their lack of readiness doesn’t match your desire to sell.

In fact, 73% of all B2B leads are not sales-ready. This means there are perfectly good leads in your database that are not ready to buy yet. It’s up to you as a marketer to send them a series of helpful and relevant content to earn their business.

Any time you write an email, ask yourself one question before you hit send: “Would I be excited to read this if it showed up in my inbox?”

That’s the golden rule: Emails should add value, not ask for it.

This is something that can’t be stressed enough. Inbound is all about lovable marketing strategyleads engage with you because they want to. Sending content that is valuable to your intended recipient is going to make your company more valuable to them. A world-class email, above all, does not ask a lead for anythingit provides them with something of value.


Recommended book

“Youtility: Why Smart Marketing Is about Help Not Hype” by Jay Baer


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