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I don't have nurture at my current job because we're ramping up from 4 marketing people to an entire department based on Revenue Marketing - content takes time. However at my last job the best thing we saw was starting with a piece of lighthearted content. In that case we had create a small comic based off of the persona. We saw TONS of engagement with the comic, people loved it. It got them excited for the next piece and then we were able to move to more serious or selling topics over time. If you're starting out with a nurture your customers aren't used to from you, I highly recommend something like that to cut the ice and get them excited to see more content from you (and pepper other lighthearted articles throughout the nurture too!).