How to propel your lead gen activities with original content

Developing original content—like eBooks, guides, case studies, blogs, and whitepapers—can have a multitude of benefits to your business. Not only does it help you establish your brand as a subject matter authority in your area of expertise, but it can provide valuable material for driving and strengthening your lead generation campaigns. In this over saturated market, it’s essential to find ways to cut through the noise in order to reach customers. A well-crafted, informative piece of content can generate up to three times as many prospects as traditional outbound marketing and advertising tactics.1

Generally, content marketing should aim to educate your target customers on a particular subject or area of concern to them. Keep these two key takeaways in mind when developing a new piece of content:

  1. It needs to be highly relevant – Spend some time thinking about your target personas, what matters to them, what they care about, what their pain points are. Then try to think of ways you can inform them on an aspect of those topic areas or demonstrate how you can help them solve a particular problem.
  1. It needs to be irresistible –Once you’ve determined some relevant and compelling subject matter, think about how you’re going to frame it. Remember, if your end goal is to get prospects to submit their contact information in exchange for your piece of content, it needs to be compelling, useful, and worth their while. So instead of framing a piece as “Learn 10 great things about our marketing automation product,” make the focus specific to how it will help them with something—like “Learn 10 ways that marketing automation can boost your sales”—and then ensure the piece actually delivers on it.

Even with the rise of visual content, more than half of marketers say that original written content is still their most important lead gen asset, and two-thirds report producing at least one new content asset every single day.2  While creating a new asset every day may seem daunting (and is probably over-ambitious for most businesses if we are being honest), setting at least a steady cadence for content creation is still a good idea. The more content you have readily on hand, the more easily you’ll be able to spin up related campaigns to keep the leads flowing in.

How can we help?

We’ve helped technology industry leaders create highly effective and engaging content that informs audiences and drives leads. Unity—the leading virtual reality development platform—saw the best return on any collateral to date from its recent eBook developed by Cadence Preferred, which generated over 4,000 new leads.

Cadence Preferred has also developed a multitude of successful original assets for Microsoft and Partners, including:

If you’re not sure where to start with developing content or want to take your content marketing to the next level, connect with us today and see how we can help!

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