They say content is king – but not everything digital content is created equal. While most digital content can help increase awareness of your brand, the most valuable content is designed to attract warm prospects who are ready to make a purchase from you.

Of course, even the best content isn't likely to result in a purchase on the first exposure. of the seventh marketing rule indicates that consumers need to be exposed to your messaging at least seven times on average before they decide to make a purchase. While this may often be the case, strong digital content will go a long way in lowering that total.

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1. Email campaigns

Email marketing remains one of the most effective methods of communicating with warm leads and staying in touch with existing customers to ensure they will buy from you again. Not only are emails far more likely to be read than other types of content, but their average return on investment rises above other options.

According to the HubSpot Blog, most marketers see an average open rate of 46-50% and a click-through rate of 2.6-3% – numbers that far exceed the engagement levels of social media and other popular forms of content.

Even if they are mostly made up of previous customers, email lists are an essential marketing tool because they are made up of people who have agreed to receive additional messages from you. That fact alone makes them far more qualified leads than someone who stumbles upon your blog.

2. Personal engagement in social media

While in general engagement and the reach of many social media platforms has declined, there is still much to be said for the potential these platforms offer for driving one-on-one engagements with your warmest leads.

When marketers strategically comment on other people's posts, actively participate in relevant groups and conversations, and respond to comments and messages they receive, it helps create a meaningful dialogue with their target audience.

By pairing this personalized engagement with relevant, authoritative content (including videos, surveys, and more), you can leverage social media to nurture good leads.

3. Cost calculators

Most companies have at least some type of content marketing strategy in place, which usually revolves around blogging. A blog can definitely be useful for building SEO and domain authority, but depending on the type of content you create, it won't always generate warm leads.

However, if your website content is focused on customers who are ready to buy now, you can greatly increase your sales potential – and one of the best ways to do this is with a cost calculator.

From calculating the cost of shipping a car across the country to determining how much it would cost build your website, these tools are basically targeted towards warm leads who are ready to make a purchase decision. In this case, providing useful budgeting and planning information directly influences the user's purchase decision, providing a powerful way to achieve warm results.

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4. Webinars

webinar have become an increasingly popular digital content option, and for good reason. When webinars are promoted to the right audience, they can become much more engaging and attractive to warm leads than a blog post covering the same topic would be.

The simple fact of presenting the content in an audiovisual format helps the webinar feel like an event in its own right. With an attractive topic and professional presenters, you can build a large audience. And when the webinar topic itself relates to your offerings, you can create a natural insight into how you can help viewers solve their most pressing problems.

Webinars can be even more effective when combined with other content, such as an e-book or follow-up video tutorials. When done right, webinars can be a great source for collecting email addresses and other information from warm leads who are most likely to be interested in your services.

5. Demo software

Admittedly, this digital content option does not apply to every industry. However, there is a wide range of companies that offer software services, addressing everything from tracking logistics and customer relations to managing the back end of a website.

A software demo gives warm customers the opportunity to try out the service before committing to a purchase. Interaction and first-hand experience with software is ultimately far more compelling than a series of sales calls can ever be, as it helps buyers clearly determine whether a particular product works for them or not.

It should come as no surprise, then, that free withdrawal trials are incredible Conversion rate 48.8%.. It's also worth noting that companies that don't sell software can use similar “trial” options, such as a two-week trial for their services. Trials and demos appeal to warmer buyers, who often use them to finalize their purchase decision.

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While regularly updating a blog or social media profile can be useful as part of your content marketing strategyit is essential that brands in each country focus on the types of content that are poised to deliver the greatest return.

By focusing on the types of content that are most likely to capture warm prospects in the first place, you can turn more leads into sales and maximize the success of your content strategy.