Offering exclusive content is a great way to generate sign ups for your email list. And it’s a great way to qualify leads. A content download means that the reader is (at a minimum) interested in the topic that you are writing about. They also have given you the opportunity to earn their trust as a thought leader.
For businesses with a sales team, it is very tempting to have a rep reach out directly to everyone who downloads right away. But there is a strong argument for creating a content nurture series of emails that go further to build credibility and warm up a prospect for a rep. It also demonstrates that you care about delivering valuable education and advice and aren’t going to aggressively sell them products or services before they are ready.
Below is a suggested series of emails that helps build the road from cold lead to ready to talk (as always, customize it for your business):