We saw a question recently in an
online group to the effect of: “Is content marketing a viable
lead generation tactic?” Great question, but not one that can be
easily answered. The short answer is a resounding YES! But…
tactic and one that has been used by companies for decades (even
before digital marketing made this a trendy tactic/term).
The “But” of Content Marketing as an Effective Lead-Gen
directly generate leads in most situations. Instead, it
serves as a foundational element of establishing a company or
individual as a trusted expert. Doing this increases the odds that,
when a person is in a position to make a purchasing decision for a
product or service you offer, you’re top of mind. Not only top of
mind, but if you’ve established a reputation as being
knowledgeable and trustworthy, you’re also more likely to be
selected as the provider of choice.
Communications, LLC, a content marketing/consulting firm
established in 2008. We also work with a number of clients –
individuals and organizations – to create content for various
channels (websites, social media, blog posts, white papers, case
studies, ebooks, contributed articles, ebooks, etc.).
- Targeted to address a specific audience’s needs, interests
and pain points
- Relevant and well-written
- Easy to consume (e.g. short paragraphs, bulleted lists,
headings and sub-heads, grammatically correct, etc.)
- Informational, not overly promotional
Do this consistently and you’ll eventually find that you’re
generated leads on a regular basis. Eventually. Because…
It Takes Time to Build Presence
mail marketing. The idea isn’t that you write a post and ask for
a sale. Content marketing is more of a long-term strategy that is
supportive of other marketing efforts—not through blatant
promotion, calls-to-action or sales copy—but through thought
leadership. It can work for individuals, companies and products.
For instance, some of the
early examples of content marketing that are often pointed to
include John Deere, Michelin and Jell-O.
Content Marketing for a Consumer Brand
blog on a make-up product’s website that she really likes. The
information is practical and relevant and helps her make good
decisions and choices about make-up selection and application. The
next time she needs a new product, chances are that this company
will be top-of-mind when she’s making a decision.
Content Marketing for a Business-to-Business Brand
owner comes across a blog from a marketing agency that addresses
various marketing issues that are important to them in
easy-to-understand ways, providing tips and step-by-step ideas on
how to implement various strategies and tactics themselves.
Eventually, though, the business owner no longer has time to
do-it-themself. They need to hire some help. The agency with the
blog posts they’ve been reading will, as in the consumer example,
be top-of-mind and the business owner will already be strongly and
favorably disposed to them.
it. Can content marketing be an effective lead generation
establish yourself, or your company, as a thought leader and
trusted provider of whatever product or service you have to offer?
Let us know how
we can help.
Communications, LLC, works with B2B clients to help them
achieve their goals through effective content marketing and
management with both internal and external audiences. We work with
clients to plan, create and publish high-quality, unique content.
Whether on- or offline, or both, we’ll help you achieve desired
(Strategic Communications is certified as a Woman-Owned Business
Enterprise through the Wisconsin Department of Administration.)
Is Content Marketing a Viable Lead Generation Tactic? Yes,
but… appeared first on Strategic