Some inbound marketing firms would have you believe that the link to leads is directly proportionate to the amount of content you produce. It’s a simple formula – more content, more leads. Well, we know that’s not the case because you’re getting leads now with no content, so clearly leads exist on their own. Granted, you may not be getting the volume of leads you want, but that’s where this blog post is going next. Content does impact leads. It does. But it’s not so simple as mentioned above. In fact, it’s complicated and takes a lot of money and time. Still interested? OK, good.
Driving leads with content is not a volume thing. It’s a strategy thing. It’s about the type of content, not the sheer volume of content. If the strategy calls for a high volume of content, that is fine…as long as the strategy calls for it. You see, cranking out content for content’s sake is akin to strip mining. We prefer a more targeted approach -- one based on an understanding of audiences, their needs and what motivates them. Then, and only then, can you generate useful content.
So as you consider vendors to help you with the creation of content, ask this simple question: How much content do I need?
If their answer is anything remotely similar to “How much can you afford,” run. Yes budgets matter, but when a content firm leads with budget it means they don’t care about strategy. And that is just a bad thing.
To learn more about inbound marketing and how content can drive leads, check out our e-book on the topic:
