The biggest consideration for B2B Lead Nurturing is often the continuous need for fresh content. If your prospects' buying cycle has lengthened, you need even more content to keep your B2B lead nurturing program rolling forward. But even more than that, you need content that pulls people forward in their consideration to buy from your company.

Just staying in touch isn't enough to generate movement. I wrote about this concept in my post, Strategy Beyond the Send.

I'd like to present an extension idea to that post. I'd like to see you take that problem-to-solution scenario for content development and really pump some muscle into it.

Let's talk about privilege. Everyone loves to feel privileged. Don't you love it when you get the best table in a restaurant, front-row seats at the theatre, a customer service rep who solves your problem with a smile in their voice or the offer of a special preview to something your friends (or colleagues) would kill for?

You can create that same "exclusive" feeling with your nurturing content.

This actually isn't rocket science, although it is often overlooked in B2B marketing programs.

Provide something that's not otherwise available.

If you've provided an article about a topic a prospect shows interest in, augment that with a related, behind-the-scenes customer story that tells more than that company-oriented case study you likely have posted on your website.

Help your prospects step into your customers' shoes and visualize solving the problem, themselves. Give them extra insights they can't find somewhere else - like a side issue that arose mid-project and almost derailed the implementation, and how it was overcome.

There's likely a lot left on the cutting room floor that your prospects would love to know about. Even if you need to throw a veil over the customer to tell the story.

What about a video of your CEO talking about the business impact of industry trends with an analyst that can't be found on your corporate website... or on YouTube?

Perhaps a how-to tip they can use right away to alleviate an aspect of their pain while they work toward choosing a solution to their problem.

Can you say trusted advisor?

You get the point.

Exclusives go back a long way. Every journalist always wants to break a story - be the first one to let us in on the details. The trick to making your prospects feel privileged is to also make sure that the exclusive is highly relevant. That should go without saying, but I thought I'd mention it. Exclusives that produce pipeline momentum are definitely not one-size-fits-all.

The other thing to consider is that an exclusive is no longer exclusive once it's gotten distribution, so you need to plan for this type of content development in your content strategy. If your nurturing programs are already providing content your prospects value, an exclusive focused on a topic of high interest can be an effective way to nudge your prospects forward in their buying process.

Just make sure to make it meatier than your other content. Give it an "insider" feel. Expose your expertise in ways you've not done before. Think deep dive, not surface stuff.

Don't get me wrong, setting your content free is a good strategy for creating inbound interest. But it's not the only one. Holding some content close to the vest, so to speak, can provide an advantage in nurturing. Giving your prospects a feeling of privilege makes a lasting impression. Not to mention helping to raise your trust perception with the people you'd like to do business with.

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