e-book<\/a> itself is value enough and can help to generate new leads.<\/p>\nAn e-book is an excellent way to showcase what you know and use it to teach potential leads about your industry, company, or services. This directs leads into your sales funnel and increases the visibility of your online marketing efforts.<\/p>\n
2. Offer guides and white papers<\/h3>\n
White papers aren’t exactly a new concept. In fact, they’re pretty old-school. However, there’s a reason they’re still around \u2013 they work to generate leads.<\/p>\n
A good white paper uses four elements to engage the reader and give a comprehensive overview of the topic at hand.<\/p>\n
First, a good title draws readers in and gives a clear idea of the topic of the paper.<\/p>\n
Next, as the saying goes, “content is king.” A white paper isn’t worth writing unless provides helpful and specific content about your target customer’s buying experience. This isn’t about getting them to buy from you at that exact moment. It’s about building trust and cultivating a relationship.<\/p>\n
Once the white paper is written, it’s time to promote it. Link to it on social media. Email it to potential clients. Make sure your internal team has read it and understands its content.<\/p>\n
Finally, be aware of your follow-up strategy. <\/p>\n
Instead of an aggressive call to action, consider emailing a follow-up offering to send another white paper, inviting the customer to a webinar, or informing them of an upcoming event.<\/p>\n
3. Write a case study<\/h3>\n
A case study is a great way to use examples that are specific and personal to convey the value of your brand. Rather than just listing facts, case studies are powerful tools that can make a topic seem relatable, and help to humanize a cause, product, or business.<\/p>\n
Just be sure to make your case study interesting, by delving into unique aspects, adding value, or providing interesting information. A dry, dull case study won’t help generate leads.<\/p>\n
Sometimes, it\u2019s easy to get caught up in showing off every minor detail, but honestly, people want you to cut to the story. They might want to see a challenge that feels vaguely familiar, not a jargon-filled technical saga that sends them running for coffee. Think about where your case study might actually fit\u2014in a blog post, newsletter, or maybe as a quick presentation for a sales call. If you\u2019re lucky enough to get real customer quotes or data, use them. It gives the whole thing a pulse; otherwise, it just flatlines.<\/p>\n
4. Produce a webinar<\/h3>\n
The inherent structure of a webinar lends itself to human connection. Leveraging this can be very powerful in generating new leads.<\/p>\n
This is an excellent way if done correctly, to collect contact information from webinar attendees in an organic way. After using the webinar to prove to potential leads that you have something of value to offer, they will more than likely be willing to happily offer up this information.<\/p>\n
Webinars don\u2019t have to be complicated high-production masterpieces. Sometimes, a simple walkthrough, a Q&A with an expert, or even just an open discussion on common problems in your field can be more effective than a marathon PowerPoint session. What matters is the sense of presence\u2014letting viewers know there are real people behind the slides. Plus, reusing snippets from these sessions on social media or in newsletters can stretch their value way further than you\u2019d think.<\/p>\n
4. Host an in-person event<\/h3>\n
It’s easy to get caught up in the online aspect of content marketing, but that’s only one part of a successful marketing strategy. Hosting in-person events can be an excellent way to generate leads, make connections, and offer networking opportunities for potential customers and clients.<\/p>\n
Plus, it’s a unique way to generate leads that will help you to stand out from the “digital only” crowd.<\/p>\n