Step 3: Identify Content Types

Now, its time to commit some investment! You understand what users questions you need to address. What are the types of content that can help you in this direction? Following are some of the sample content types:

  1. Free Consulting services
  2. Free Trial for limited period
  3. Webinars
  4. Informative blog posts
  5. Videos
  6. Guides in PDF format
  7. Industry Reports
  8. Survey Results
  9. Testimonials
  10. Breaking News
  11. Customized Games
  12. Tools

Content Type selection depends on following factors:

  1. What your target audience will be willing to consume from you?
  2. Based on your existing strength, where can you provide quality?
  3. How much investment are you willing to make in terms of time & money?


  1. There are lots of possible content types. Initially, you may not be sure which one will work for you. Moreover, some of the content types will take a lot of investments in terms of time & money. Therefore, it is important that you do proper thinking before finalizing the content type that you want to go after.
  2. Please note that it may not be possible for you to ensure that your users are consuming content within email body. Your users may be consuming this content on your website, blog, Video Channel, Facebook page or Blog. You will be informing them about new content units on Emails and directing them to relevant section.

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No. Step Duration
1. Define the Start and the end point of your Nurturing process 15 mins
2. Define a list of blocking questions that you want to address through emailers 30 mins
3. Identify Content Types 20 mins
4. Identify Content Baskets 30 mins
5. Create Content publishing & Emails Schedule 20 mins
6. Creating Email Pipeline 30 mins