PACKAGING YOUR EXPERTISE. THIS IS HOW YOU CONVERT LEADS.
96% OF B2B BUYERS WANT CONTENT WITH MORE INPUT FROM INDUSTRY THOUGHT LEADERS.
- DEMAND GEN REPORT, 2016
47% OF BUYERS VIEWED 3-5 PIECES OF CONTENT BEFORE ENGAGING WITH A SALES REPRESENTATIVE.
- DEMAND GEN REPORT, 2016
What is a content offer?
Simply put, content offers are pieces of content designed specifically for lead generation. While they come in all sorts of formats and can be created for virtually any platform, there are 3 factors that define a content offer.
A content offer is anything that:
- Formally packages your company's knowledge, expertise or intellectual property.
- Is "gated" behind a form on your website and/or a landing page.
- Adds real value, as opposed to a promotional piece that's designed specifically to sell something.
Examples of content offers may include:
- Ebooks or whitepapers
- Buyer's guides or reports
- Checklists or quick reference guides
- Video series
- Web-based resource pages
- Online courses or tutorials
- And just about anything else that you can imagine
Here's a graphic to show how content offers fit within the lead generation process:
Blogging + Content Offers = Leads
It's well-established that publishing quality content on a regular basis - especially in the form of a blog - significantly increases new visitors to your website after only a few months, and we have the case studies to prove it.
But without content offers, you make it easier for all your new visitors to check out your content and leave. And that's doesn't really help your business development team. By matching your core content - whether it be blog posts, videos or anything else - with real, packaged content offers that people have to "pay for" with their email address and content information, you turn anonymous visitors on your website to real leads that can be turned over to the sales team for follow-up and further engagement.
Take a look at the monthly lead growth from organic searches for one of our clients. In this chart, we're not even counting the leads we generated through paid advertising.
“One year ago, we were lucky if we surpassed single-digits in new leads per month from our website. Now we’re seeing about 200 new leads per month and those numbers keep growing. I can’t wait to see where we’ll be a year from now!”
How it works
Ideal for content marketers who just need some relief every now and then. Also great for anyone that wants to give us a test run.
We'll create a series of 3-5 content offers to build your authority around a specific topic and "drip" your leads with multiple resources.
We become the strategic content marketing partner for your business by creating at least 1 new content offer per month.