Is your content filling the sales pipeline with new prospects? It’s easy to get stuck in a content rut – pushing out content without seeing any payoff. But a stale content marketing campaign can be revitalized with something as simple as variety.
Here are 5 different types of content you can incorporate into your content marketing to pull new leads into your pipeline, and boost your profile as an industry thought leader to boot.
If you’re after prospects’ email addresses (and why wouldn’t you be?), eBooks are a great way to go. By writing a quality eBook about a topic that your audience cares about, you can offer them something of value in exchange for their contact information. Providing an eBook after a prospect fills out a form is a type of gated content, and it’s a proven method of bringing in targeted leads.
Tip: Try including thoughts from industry leaders and commenters in your eBook. This way, you will not only add authority to your content, but you can get these influencers to share the eBook to their networks once it’s published.
Whitepapers typically address a problem or topic, and provide first-hand research that helps the reader come up with a solution or understand the topic more thoroughly. Because whitepapers rely on expertise and research, they will increase your reputation as an industry leader.
Tip: Try building a whitepaper around a common challenge facing your audience, and show them how your product or methodology can give them the solution.
3. Case Studies
Have you done excellent work for past clients and customers? Don’t be afraid to show it off! Case studies can highlight your proven track record of success, and will show potential new customers exactly why they should work with you.
Tip: Keep your case studies short and to the point, and try to use data whenever possible. They should act more as a foot in the door with potential customers, with the ultimate goal being a discussion (and the closing of a sale) with a salesperson.
4. Blog Posts
Ah, the classic piece of content for B2B sales and marketing teams – the blog post. Although this is a common form of content marketing, it should not be taken lightly. Each post should add value to your readers and industry, and should be positioned to achieve one or more of your sales/marketing goals.
Tip: Include a call to action at the end of each blog post, encouraging prospects to sign up for your newsletter, or contact you. You can also create content upgrades, by including a link to a related ebook, whitepaper or other content at the end of your posts.
5. Email Newsletters
If you’re not sending email newsletters monthly (or more frequently) to your lists, you’re missing out on some great lead generation opportunities. Newsletters will keep you top-of-mind with potential buyers, and can often hit their inbox just as they need a nudge to make a purchase.
Tip: Not getting great engagement from your emails? Try these 5 tips to boost engagement!