Generating new leads is the lifeblood of any business. This is not only true for companies looking to sell more of their products or services, but also for companies wanting to attract general or retail investors. The same rules apply – generate more leads, meet more people and keep that sales/ investor funnel full and flowing.
To successfully take a potential client through the buying journey involves a comprehensive lead generation strategy and multiple departments—from outside lead aggregators to internal marketing departments to sales professionals. Many organizations now even have customer success managers to help with the lead nurturing and retention process.
The key to this process, is to have relevant, targeted content to help nurture prospective leads.
What are the features of quality content?
Content that attracts high quality leads into the sales funnel has four main features, namely;
- Actionable
- Informative
- Accurate
- Interesting
1. Actionable
Good content tells a story. It draws the reader in. It teaches readers something new, helps solve a problem and leads readers into deciding what to do next. Story telling is a great way to achieve actionability as it allows the business to connect emotionally with their audience, conveys a message in a relatable way and increases engagement rates, ensuring that readers keep wanting more.
2. Informative
Today consumers and investors are smarter, more informed, connected and more educated than they’ve ever been. Social media and the age of the internet and education has given consumers and investors more power than people thirty years ago could ever have imagined.
If you lie or misconstrue the facts, you will get called out. Ensure your content offers value and presents only the facts. Inform your audience with authenticity about your company. Rather than pushing your product or service, allow your content to lead them to the conclusion themselves.
3. Accurate
We’ve touched on this already, but in a connected world it’s easy to fact check just about anything. If something doesn’t make sense to your readers, rest assured they will look for answers. Do not make up statistics, do not misrepresent facts or obfuscate the truth.
Unlike days gone by, where businesses could simply take down a billboard or wait for the next magazine issue to come out, what you put out digitally is there for prosperity. It will come back to bite you.
This touches on the point that authenticity sells. Be authentic, incorporate case studies and reviews as social proof of your product and you will start moving the needle of your engagement. Show yourself as a market leader through offering thought leadership content and whitepapers. People want to engage with leaders in their respective fields.
4. Interesting
The internet is a noisy place. According to Google, there are 1.93 billion websites out there and around 400 million active ones. Businesses used to compete locally, but the internet has changed that on a mega scale. Its accelerated globalization and fostered growth of many companies, but it has also increased the scale of competition. Competition for consumer attention has never been so fierce.
A great writer can even make the dullest topics sound exciting- google “best toilets of 2022” and you’ll see what I’m talking about.
Integration of this content is key. A multi-faceted approach is key. Don’t ignore thought leadership because you have some product marketing announcements, customer testimonials and third-party generated research reports. Ensure your social media is up to date. Have a mix of content that informs readers, tells them about your product and shorter pieces to generate leads. They all need to work together for the common good.
PR | Re:public has built its reputation on quality content. Our expert sector-specific writers produce content that is well-researched, informative and engaging. Contact us today to find out how we can assist you with your digital content strategy.
