How can content influence lead generation?

In your sales process, you likely consider and evaluate all of the possible ways you can engage in lead generation marketing. However, you might want to focus on a certain strategy – content creation. A well written article can play an influential role in grabbing the attention of readers and encouraging them to purchase the product or service for sale.

When you write a great piece of content that your sales targets want, you can exchange the information for their email address or other contact information. This is a simple but essential aspect of lead generation, as you gain new insight into your target audience and can work to build rapport with your readers.

The type of content that resonates best with readers is often determined by the industry. It may be worthwhile to deliver a high volume of content across various platforms to make sure your readers have access to the type of information they prefer. This strategy can boost engagement rates and work to retain the attention of your leads. Consider unveiling whitepapers, eBooks, podcasts, webinars and print materials – this wide array of offerings may help you find leads that are willing to purchase products or services immediately.

With Hubspot reporting that 80 percent of people read their email on their mobile devices, distributing information to readers has become even easier. Business professionals can request an email address in exchange for content, send the information to the reader immediately and know that the recipient is likely to receive and engage with the information no matter his or her location.

You may already have a content marketing campaign – now diversify your portfolio and begin using it for lead generation purposes.

Martin Jones

Martin Jones is a Senior Marketing Manager with the corporate Cox Communications social media team where he assists in leading strategy, campaign ideation and marketing execution for Cox Business social media & content marketing. Today, over 1 million fans engage with Cox Communications content, campaigns and Customer Care on Facebook, Twitter, You Tube. LinkedIn and Google+.