How Small Companies Are Multiplying Their Leads

Did you know that nine out of 10 companies now create content online to attract or retain customers? That content is then circulated through social media sites, blogs, email newsletters, webinars, magazines and even special events. It’s a fact – we are now all publishers.

Content is king now especially when it comes to search engine optimization. Just ask Google. But the challenge that exists for many companies is what type of content to place online and how to distribute it. That could be the reason why the Content Marketing Institute reports that only 1 in 3 companies say their content marketing is effectively driving business. Part of the problem is time. Another is lack of experience in properly disseminating information. Also many companies are used to traditional marketing and the old fashioned ways of creating business opportunities.

Content is truly an asset.  Most importantly, great content is a major force for developing an audience online and that could be the best benefit of all. One of the key elements to effective content marketing is creating an emotional connection with customers.

Regardless of what the economy does, or how your overall marketing spending changes, great content marketing raises you up and can continue to drive your business. Once an audience is created, an organization can generate revenue from that content by selling products and services directly, or by selling access to its audience in the form of advertising and sponsorships.

To be more effective at content marketing, consider all of the tasks involved: one of the company leaders has to set the overall editorial mission statement and integrate it throughout the company; the content has to make sense to the audience and be consistent; you must monitor related content channels to see what the audience is most interested in and also provide feedback; consistently build up email lists, mail lists and your social media networks; and maximize use of each marketing channel from traditional to digital marketing.

Overall it’s a building process although we have seen immediate results. In one case, a client obtained nine solid leads in a two-week period. That was more than five times what they previously experienced.

Content marketing creates many “warm” leads instead of cold calls. It’s like building a relationship before the actual sale.

Creating great content is the foundation for an effective inbound marketing program. It generates more leads and substantially reduces the cost per lead. Now you know why so many large companies have joined the content marketing movement. Astute small and medium businesses are already there.

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