Many selling processes or funnels are unlikely to be completed in one visit. So we need to nurture prospects, taking them from the point where we meet them along the path to the point where they are ready to make a decision whether to accept our offer - or not.
Nurturing may involve the following Major Objectives:
Just working through the list above will give you a significant advantage.
For any of the Objectives in the list above that are appropriate for your campaign, you should build mechanisms for delivering them into your campaign design.
Delivering on these objectives is generally done through content, which is why copywriting is so critical. But ensuring you cover all these steps will give you a content structure that is likely to be effective, even without expertly-written copy!