Build Content Pipeline

Your network won’t engage without fuel.
Once your contacts are cleaned and segmented, the next step is feeding each segment with the right type of content at the right stage. That’s what we call a content pipeline.

Why It Matters

  • Cold outreach fails when every contact gets the same generic message.

  • Segments need tailored content that speaks to their industry, role, and stage of awareness.

  • A pipeline ensures steady, predictable engagement instead of one-off blasts.

Step-by-Step Framework

1. Map the Funnel

  • Awareness: blogs, short posts, quick insights.

  • Consideration: case studies, comparison guides, industry reports.

  • Decision: testimonials, pricing one-pagers, offers/demos.
    Each segment should have content mapped to at least these three stages.

2. Draft Core Content Pieces

  • Write one blog per segment that answers a real pain point.

  • Develop one case study (or mini “success story”) that matches the segment’s industry.

  • Create a simple testimonial, PDF, or landing page for the decision stage.

3. Reuse One Piece Many Ways

  • Write one blog → then break it into smaller pieces:

    • A LinkedIn post (short version)

    • An email (send to your segment)

    • A graphic or quick video clip (to share on social)

  • This way, one idea becomes three touchpoints — without creating all-new content each time.

4. Automate Distribution

  • Use Squarespace Email Campaigns to send segmented emails.

  • Schedule LinkedIn posts with Buffer or Hootsuite.

  • Tie content back to landing pages on Squarespace, optimized for conversions.

5. Measure Performance

  • Track opens, clicks, and conversions by segment.

  • Identify which content pieces move contacts from awareness → consideration → decision.

  • Refine and double down on what works.

Tools We Recommend

  • Squarespace CMS → publish blogs, host landing pages

  • Squarespace Email Campaigns → segment-based outreach

  • Buffer/Hootsuite → social media scheduling

  • Canva → fast visuals and repurposed content

Next Step

With your pipeline in place, it’s time to reach out systematically — combining email and LinkedIn touches to re-engage your network.

→ Automate Initial Touches