By John Lavey | Hammock President and COO
All parts of the marketing mix have their strengths: Data informs. Advertising connects. Content—done well—activates your audience. Engaging customers can be a worthy goal for content marketing. When it comes to lead generation content, though, you want to create an action. Those actions are more likely to occur when you take a sound process and approach to content, instead of merely lobbing content out into the wide blue internet.
Here are four ingredients of successful lead generation content:
1. Clarity—Have a clear picture of what good leads look like and the challenges you intend to solve for them. Research and data can provide a clearer picture of the needs of your audience and how you might start a conversation.
2. Commitment—Commitment to consistent communication builds your reputation as an opinion leader. The trust you build with ongoing communication makes it more likely that the audience is receptive to your ideas, which benefits your lead generation efforts.
3. A Passion for Solving Problems—For customers to entrust you with their problems, you need to exhibit a genuine interest and passion in solving problems. Content should be created with the primary goal of acknowledging or even anticipating the prospect’s problems and leading them toward a solution.
4. Promotion—There are proven and effective techniques for compelling prospects to take action, participate in webinars, download whitepapers and opt into your sales process. It starts with getting the right eyeballs on the content.
For this and other insights into creating marketing content to aid your sales efforts, download Hammock Healthcare Media’s Ebook, Using Content to Support Sales to Healthcare Providers, by clicking here.
Image Credit | iStock
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