Six Steps to Creating Content that Generate Leads

RT @ginidietrich: Six Steps to Creating Content that Generate Leads http://t.co/gZLF80Z5 via @spinsucks #content #leadgeneration

Gini, found this really interesting. My question would be what size of a list would you need before contemplating a webinar?

By the way, I found the discussions on this post really interesting, so thanks to all for the valuable info.

I get emails on webinars and white papers all the time. As you well know from stuff I have shared people need to make sure what they present isn't hokey, full of horse hockey, sensationalized, and if you are pitching why someone should choose you...make sure you have supporting facts.

I say this because the fastest way to lose a lead is to present shoddy stuff.

@ginidietrich @spinsucks Pete the Tapeworm generates leads too.

JUST did a pitch on this very thing today. Our focus was on using content to get in front of the customer's objections throughout the sales funnel. Even referenced that same HubSpot study! The big questions centered around "finding the time to do all this extra work." I am going to send them this post.

Great stuff - as always - and even the comment discussion is helpful. I'm curious about your thoughts on this question - we're working on a 12-week online course (its one where people can start at any time they sign up) to start building a community.

We're working on our strategy right now and trying to figure out how to tie-in the webinars. Should we set up the content of the webinar as like the 13th week/content we didn't cover? OR should we take one or more of the week's content and create a webinar series for those who've participated in the online course? Just curious to see everyone's thoughts on this ....

@ginidietrich ayyyy wuddup !! do u mind downloadin my mixtape :D http://t.co/d8oz6nM9 RT

I have a very different challenge on my hands with trying to write copy for a home improvement site. I have been toying with the idea of a weekly blog post about how to paint your house...etc. I am thinking about doing a Q and A style blog for that. What do you guys think?

You can never have enough qualified leads but let's not forget that what happens afterwards is significant too.

Doesn't matter whether they are good or bad if you can't close them.

Right on. I'm a webinar novice though. What software do you use? Have you tried Google Hangouts for this?

Whoa, that sounds way too organized and effective. Why would we want to do something so obvious? This is insurance, it's supposed to appear complicated and hard. 

We have partnered w/ a CPA firm and set up b'fast meetings around captive insurance programs and tax advantages by going green w/ your fleet. We had an 'ok' response and actually picked up some business; however, I can see where this approach might make it more 'doable' on many levels. 

Of course, it would obviously require some work and I'm guessing if it's going to happen at our place, it will be because of me. Sheesh, I'm kind of busy right now being popular; I don't know if I will be able to fit this in.

Plus, I don't want to miss any networking events. I'm the working homeless and you know me and free food and drink. Throw some people into the mix and I'm 'all in.' 

Thanks for sharing, all kidding aside it is very sage advice indeed. 

Thank you, Thank you, Thank you. I absolutely know the power of Inbound Marketing but this will be very helpful for me to get others to recognize the power. You would think that me increasing our leads 3-fold should have done it. : )

While not wanting to be too picky, I do want to point out an important distinction in the findings quoted at the beginning of this post. Creating new content just once a week may indeed increase ONLINE leads by 77%, but small businesses will almost certainly not have 77% more customers phoning or dropping in to learn more, just because they blog once a week.I have met several who have indeed generated content several times, but feel they did not see one new customer or lead from their efforts.

Over the past few months, I've made presentations to about 300 small business that are either just starting out in social media or exploring ways to build on what they've been doing. They face a huge challenge of limited in-house resources and capabilities. The steps you outline in the article are great, Gini. However, many smaller companies — particularly the millions of one- or two-person at-home businesses that are out there — would find that list absolutely daunting.

I've become more attuned to the frustrations that many of these business feel when they read our "just do this" posts. They sit there and think, "What's wrong with us? Why can't we find time to do this?" As simple as the steps sound to us, they require a minimum of a couple of days' work, and some decent media relations or communications skills.

I used to do some woodworking years ago, and would eagerly look through the latest magazines — remember those? — in the bookstore — remember those? — in our neighborhood. The thing that was often most helpful to me was the little indicator beside each project that would tell me roughly how many hours it would take, and the skill level required. Such an indicator on more of our "Six steps" blog posts might prove very helpful to readers, and to us as content creators as well.

While I can't speak as a blogger, I can tell you that as a potential business consumer, the content generation for webinars works for me.  I attend 6-10 webinars monthly from those companies or agencies that publicize their webinars via email or direct mail. It also leads me to their web sites, blogs and other platforms where I bookmark, become a loyal fan and a potential customer. HubSpot works this is process in spades with the caveat of 'free' webinars and e-books. 

It might not close the sale today but believe me I am watching, taking notes and making lists. You struck a chord with me on this post that may lead to making music down the road. 

Thanks,

Anneliz