Content designed to capture leads is intended for the top of the sales funnel…or the early stages of the Customer Journey (depending on how you look at your sales process).
The objective is to capture the attention of a potential buyer or recommender and get him/her to provide contact information so that you can engage.The important thing is to offer something of value in exchange for contact information.
- The content has to provide compelling information to someone early in the Journey — but far enough along to want to identify himself/herself and engage with you to learn more.
- The post that introduces it (more likely multiple posts in multiple channels) includes a clear call to action that induces the reader to click to get the content.
Lead Generation content is virtually always gated — readers are required to provide personal information to get the content. .
Examples of content that has worked in Lead Generation include:
- Magenium Solutions — How to Choose a CRM Partner. Marketing collateral for a professional services firm.
- How to Win at Paid Search — Search Engine Marketing wisdom from 7.
- Bridgeway Software: “A Matter Management/e-Billing Buying Guide.” A handbook for selecting case management for the corporate or public sector agency law department.