Is Content Marketing a Viable Lead Generation Tactic? Yes, but…


    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…

    Content marketing is definitely a very viable lead generation
    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

    The but, though, is because content marketing doesn’t
    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.
    We use content marketing extensively for our own business –
    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.).
    To be effective, content marketing must also be:
    • 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

    Content marketing isn’t as immediate as, for example, direct
    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.
    Here’s how it works.

    Content Marketing for a Consumer Brand

    A woman interested in make-up ideas and trends comes across a
    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

    A small business owner needs help with marketing. The business
    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.
    That’s how it works. There’s really nothing magical about
    it. Can content marketing be an effective lead generation
    Yes, but…
    Want to learn more about how you might use content to
    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. 
    About Us

    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.)

    Recommended Reading

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    Is Content Marketing a Viable Lead Generation Tactic? Yes,
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