Creating new content on a regular basis is tough and very time consuming.  Here at ReachForce with almost everything we create we create a plan on how we are going to make use of the content in as many places as possible.  Things like converting eBooks or whitepapers into blog posts and vice versa or using surveys for lead information gathering as well as trend mapping.

Well, nurture marketers and sales teams out there here’s a GREAT idea!  I got an email from an Account Executive at MarketBright (see his picture below) that simply invited me to visit the MarketBright blog.  Then he went on to list a few of the most popular posts.  I thought this was brilliant.  He wasn’t trying to sell me anything, well maybe he was in the last paragraph but it was subtle.  He was just letting me know they had a resource I may be interested in.  No customization was needed, just a simple introduction and a list of the resources.  Easy as pie.

Here’s what the email looked like –

Ok, I must admit I think the picture is a little cheesy.  But it did make me giggle so I guess it worked, it caught my attention.  But otherwise, his hook worked.  Now I’m sure with the MarketBright email tracking, Jon was able to tell what I was interested in and now he knows what to follow up with next.

If you have a blog, steal some content from there.  Big change your prospects missed it the first time it went out.  If you don’t have a blog, pull out highlights from eBooks, whitepapers, webcasts, basically anything else you have and put together an email that links back to each of these.

I’m stealing this idea and going to do something like this for our pipeline nurturing program.  No selling from me, just trying to be resourceful for our decision makers and help encourage further interaction.  Jon, your email worked.  You caught my attention and I acted.  Thank you for the great idea.