CONTENT DRIVEN LEAD GENERATION
Everyone should be using content to drive traffic to their website, and engage with people once they're there.
But that in itself won’t drive leads, and leads need nurturing if they are going to turn into customers.
It’s little wonder that brands sometimes struggle to demonstrate return on investment from their content marketing.
Simply put, your content needs to work harder. And for your content to work harder a) it’s got to be good enough to drive sign-ups and b) you need to provide the mechanism for data capture.
Only then do you have the platform to start nurturing leads. Only then will you start to see a healthy, demonstrable ROI.
Those email sign-ups can be used in a number of different ways, and you could consider using automated marketing technology that promises to make your life easier by managing your leads for you (Marketo, Pardot, Hubspot etc.).
However, the whole thing will fall flat without new content to feed into your lead nurturing campaign. What person wants to sign up for receiving tired or low-quality content?
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