Why Great Quality Content is the key to leads
In this blog I will explain why I feel great quality content is the key to leads.
Ebooks whitepapers and blogs and in fact any kind of content are a key asset to business and have been for quite sometime. But like most things in marketing poor marketing ruins a good thing.
As soon as people realised that they rank in search engines and get more traffic to their site, there were people looking to game the system. Social media at first was a great place to communicate and connect and still is but  is becoming less social and more brands screaming and shouting for attention.
No marketing type is bad in general it's bad marketing that’s the problem. Content marketing is suffering the same fate with many brands realising that consumers want to learn and consume great and useful information. The problem is there is too much information that is simply a clever title or headline and then actual content is a sales pitch.
Even worse is those that have a system in place where a sales person reaches out via the email address you provided to download the content and try’s to schedule a demo of whatever software they are selling before you have even opened the ebook or whitepaper.
The key to great leads is none of these tactics but simply to provide great content that enables the prospect to learn more about the subject and the problem you are trying to solve for them. Use email and social to connect with them and offer them additional content that they can choose to consume if they feel this is a problem they are ready to solve and then just maybe they will see you and your solution as a good solution or service.
Not everyone is ready to buy today but in fact by being a great teacher and putting your self in a position of thought leadership and even better as a utility then your brand will be top of mind when it comes to solving that issue.
If you want to shorten the sales cycle you have to really understand why your customers are buying from you. The best way to do this is to ask them and really take the time to get as much detail as possible. It may just surprise you as to what you find.
Then take the time to craft really useful, valuable and shareable content that these types of people are going to want to download because it answers a question or helps them understand a subject better. But understand this, It has to really stand out and be so good people would pay for it. Average content is everywhere and more and more of it is being piled on every hour.
Regarding getting people to share your great content, its quite simple really! People share what makes them look good! If your content is so good and almost too good they will want to be the person credited with getting that in front of their friends and peers.
Great content leads to top of mind and ultimately good leads. After that you have to deliver your promise so ensure your product or service is as good as the quality content you create.
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Author- Speaker - Consultant. Passionate about all things digital.