Most small businesses have a sales process that moves your leads into closed business. As this article points out, one of the key concepts is “lead nurturing”, or “the process of building relationships with qualified prospects regardless of their timing to buy”. This is where content curation comes in.
One of the ways to keep your prospects engaged is to provide interesting, relevant information to them over time. While you could write new posts and white papers every week, that can take a lot of time.
Content curation can be a great way to keep your site fresh with less time. You are already probably keeping up with your industry and trends that affect it. Just make this a regular process and you’ll have content to post each week. By using curated content, when prospects come to your site, or you send a regular email, you aren’t just talking about ‘me me me’. You are providing some relevant information that makes them want to check back later or keep reading your emails.
This post gives some great examples as well as a more rigorous look at the selling process and how content curation and MyCurator can boost your sales.
Remember, the primary goal of nurturing is to keep in touch with the potential buyer. As long as you are hyper-relevant, you are accomplishing the primary goal of maintaining interest. A nurture interaction doesn’t need to be about a whitepaper. It doesn’t need to be a detailed blog post. In fact, it doesn’t even to be about something you wrote! Often, the best nurturing is going to be about interesting, relevant content that other people wrote.
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