Lead Generation: How to Stand Out
Content based Lead Generation seems to be the topic of every webinar that comes into my inbox. At first look it appears to be a really daunting task. How on earth are you going to be able to create all the content that is needed to help you stand out from the crowd? How do you ensure you’re targeting the content at the right person.
Firstly understand who you are creating the content for. The individuals who are searching for information are probably not your target audience but are clearly influential consumers of the information you make available. They’ve been delegated the task of discovery and it is your job to provide them the information they are looking for.
To start with you content needs to be educational in nature and non-threatening, i.e. do not put it behind a huge form that requires a lot of information. In fact, give it away and then build trust with that prospect by providing additional pieces of educational information for them to consume and share.
Where do you start with what you need to create? You probably have a lot of it already created.
- Identify what you already have inside your company by doing a content audit.
- Identify how old the content is and whether or not it is still relevant.
- Determine if you can refresh it quickly or whether it needs to head to the recycle bin.
- Refresh your content:
- make it shorter and to the point
- provide a voice over
- include social sharing so it can be shared with others
- optimize it for both your audience and the search engines
I recently heard in a webcasts that search engines are caching websites every 3 weeks on average. Whether or not that is correct it is important to remember that producing relevant, optimized content on a regular basis will keep you in front of the prospects you are trying to reach.
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