One of the more difficult steps when setting up email drip marketing campaigns is developing the actual content that you are going to send out. It is fairly easy to purchase email marketing software, load up your list of contacts, and set up your email templates. But once you get all of that complete, you can reach a place where you don’t really know what to put in the emails and send.

One way that we suggest simplifying this step is to creating two categories of content: Prospect-Focused and Product-Focused.

Prospect-Focused Content
This is content that is more focused on the prospect in the sense that it is includes information that is more about them and one way to do that is to develop content that is centered around best practices and tips that the prospect will either be able to relate to, find interesting, or find helpful.

Here are some examples:

  • How to do something the best way
  • How to make improvements
  • How to solve common problems

The formats that you could compose this content in could include articles, blog posts, whitepapers, videos, ebooks, etc.

You could read that and like the direction but still be unclear on what to write or produce. If that is the case, here are some steps you can go through to get some ideas for what content to produce and send to your contacts:

  • Look at the value that your products and services offer
  • Look at the pain that you offer
  • Create content aligned with those points
  • Deliver that content or previews of the content through the emails

Product-Focused Content
The other category of content to produce for email drip marketing campaigns is content that is more focused on you in terms of being centered around your company and your products.

Here are some examples:

  • FAQ answers
  • Common objection responses
  • Promotions
  • Differentiation
  • Product updates and announcements
  • Detailed product info
  • Company facts
  • Case studies

You should have some content already produced around your products and company. If not, you shouldn’t have too much trouble thinking of what to say there. Some other places to look when developing this type of content are:

  • Brainstorm FAQs and develop answers
  • Brainstorm common objections and develop responses
  • Write about some customer success examples

What content you send, to who, and when is another topic. The focus here with these tips is to help you to develop and organize content that can be used for email drip marketing campaigns.


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