Content has changed
It’s not too long now that you can follow the formula below to attract and generate leads for your business:
- Develop a Content Upgrade Like an Ebook
- Place it on the Back of a Form on a Landing Page
- Drive people to your landing pages through blog posts, social media, advertising and email campaigns
- People see offers on landing pages, are interested, and give their contact information in exchange for content
- Voila, you have a new lead that you can develop for sales
While content upgrades still work well as a lead capture tool, you now need to get creative with the way you track it. The market is so saturated these days and so many businesses are now following this approach that it can be easy to get lost in all the noise.
I’ve been thinking about this for a while and began testing an approach I saw emerge which I want to share with you. While my results have been significant, it may take time for businesses that are just starting to see similar results, but in my opinion, it will be worth it in the long run.
The key is to continue to position yourself as an expert in your field, and the best way to do that is to build and aggregate content in one place, not just to show your visitors that you know what you’re doing. Talking about, but also search engines.
have i lost you? I hope not! Take a look at the description below to understand what I am talking about.
Creating Content – An Evolving Approach
As content continues to grow in importance to your business, it should now gain a higher position in your strategy and planning.
Using high quality, education-based content has become an essential component in creating awareness, building trust, converting leads, serving customers, and generating referrals.
Marketers these days are very similar with the traditional role of publishers. The good news is that the days of creating unlimited amounts of thin material are over. You can create content less often, provided you structure it correctly and add a ton of value.
Today we have evolved into a “less is more” approach. Big content projects, even if only three per year, are better than writing one blog post every week, just because you think you should.
I’m currently experiencing great results with something called Hub Pages. This is something a lot of people have already started doing and I understand why.
Content planning has really risen to the strategic level. This is no longer an SEO tactic or just content marketing. While we should definitely use it for those things, we should plan it on a foundational level.
At the risk of sounding like a broken record, the content is actually airing for your business now as it affects every channel, which ups the way we think about it.
Content becomes an asset over time
Content is no longer made for today or tomorrow. It is designed to be an asset that can be used at every stage of the marketing hourglass. Because of this, you need to think about the time and energy required to invest in getting it right.
I’ve talked about the Total Content system for years and it’s really inspired by what I’m starting to call a “hub theme”. These themes can be monthly, quarterly, or whatever time frame suits you best.
Let’s say the theme of the month is “Local Marketing”. You want to draw all of your attention to this idea of local marketing, so a main tab on your website can become the “ultimate guide to local marketing.”
Rather than just being a page that talks about local marketing services, it becomes a foundational page that has a lot of value about what local marketing is, with tons of resources and links on which people can visit. For more information can click (this may even end up feeling like a course).
All the content you indicated are like sub-chapters of the Hub theme. Not only do I have all these internal pages coming back to this one Hub page, I also include links to external, high-quality content on the page that can also be linked to the Hub page.
Hub Pages are also a great way to organize existing content and make the most of it. Accessing and incorporating these Hub pages is a great way to give new life to old content.
With so many pages visiting each other, you will start to gain a lot of trust and authority from Google, which will eventually help you rank up in search engine result pages over time.
role of content upgrade
Content upgrade is still new free. When you put these Hub pages together, still include content upgrades on these pages, such as eBooks or webinar signups. People will now see these content upgrades because you are driving more traffic to these pages and it is easier to rank them rather than post individual posts.
So, what do you think about this approach? Have you started implementing these types of efforts in your business?
If you liked this post, check out our guide to building a small business marketing consulting practice… See What I Did There?
7 Steps to Grow Your Consulting Practice Without Adding Overhead
The Duct Tape Marketing Consultant Network Has Helped Me Grow My Business 40% in the last 12 months. ~ Michael Quinn – The Michael Quinn Agency, Fargo, ND