30
89
Gini Dietrich

Four Content Ideas for Driving Inbound Leads

By: Gini Dietrich | August 3, 2011 | 
164

As some of you know, Marcus Sheridan, of The Sales Lion, did a fantastic job of giving an overview of inbound marketing and how to create content that drives leads.

I’ll be honest. Because of my problem with authority (thanks dad), it’s very rare that I walk away from a webinar, conference, or seminar where I’ve learned something. It’s not the speakers; it’s me. I put up this “I know it all” wall and it’s something I work really hard to overcome.

But that wasn’t the case with Marcus’s webinar that he so willingly helped us host while we have Spin Sucks Pro in private beta.

I was writing stuff down more quickly than I could tweet it. He was entertaining and really knowledgeable.

Four Content Ideas for Driving Inbound Leads

Following are four content ideas he had for driving inbound leads.

  1. Questions people ask. He started off by saying your internal teams are the best content generators. They may not write or produce content, but they have the best ideas for you to use. For example, what are some questions customer service are asked continuously? What questions does the sales team answer when they’re in new business pitches? If you work alone, what kinds of questions do you get from your clients that you can answer via content? This is why we created the Facebook question of the week. I was tired of emailing the same answers to the same questions to people. So, instead, we answer questions via video on the blog and everyone wins.
  2. Cost. This one is interesting and it may make the hair on the back of your neck stand up…like it did mine. He asked webinar attendees what’s the number one thing prospects ask you about? Price, of course. So why are we so afraid to talk about how much things cost with us? Social Fish does a nice job of detailing different projects. Why not do something similar? Then expectations are set even before a phone call is made or a proposal is constructed.
  3. Problems. This one I really like because there are plenty of us who have competition who badmouth us. Marcus says to embrace it. What is your competition saying about you? Blog about it or create a white paper that says, “You may hear this about us. Our side of the story is XYZ.” Then, when people Google “problems with your company,” they’ll find your response as well. I love this one.
  4. Vs. At first I didn’t understand what Marcus meant by versus. And then a light bulb went off. Why not create some content that talks about your company vs. another? For instance, I could easily write a blog post (and will soon) about boutique agencies vs. global PR firms. There are pros and cons to both. Why not spell it out for prospects? I love this one because it qualifies your leads even more. If they’ve decided they want to go with a boutique agency, they’ve read about your prices, and they’ve seen you overcome what the competition is saying…and they still call? That means they’re super qualified by the time they call.

As an aside, because I speak a lot and do various webinars within the industry, I get questions from those engagements that always go unanswered. Writing a blog post (or a series) to answer the ones you didn’t get to not only helps your inbound marketing, but it makes the attendees feel good, too.

Blogging is closest to home for me, from a content standpoint, which is why I talk about it the most. But your content can be newsletters, email campaigns, white papers, podcasts, video series, and more. Don’t think content has to just be a blog. There are lots of opportunities for you to create content that drives inbound leads.

You really should download and watch Marcus’s webinar. It’s $50, but it’s worth every, single penny. Even though he did it for us, I feel like I should pay for it because I’ve watched it several times and have taken away new ideas each time.

He’s doing part two on August 25 so, even if you don’t watch part one, mark your calendars and attend that one!

And speaking of driving inbound leads, Christina Pappas is joining us for a webinar on, well, using webinars to do that very thing. Notice a theme with us? It’s so effective and you don’t have to leave your desk to make it work. Join us on August 11 at 11:00 a.m. CT. This webinar is $50 and you can buy it by clicking here.
Special thanks to Hubspot for the image.

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communications firm. She is the lead blogger here at Spin Sucks and is the founder of Spin Sucks Pro. She is the co-author of Marketing in the Round and co-host of Inside PR. Her second book, Spin Sucks, is available now.

117 comments
Jens-Petter Berget
Jens-Petter Berget

Hi Gini,

I have been following @Marcus_Sheridan for a while, and he's just amazing. To me, he's the number one person when it comes to learning inbound marketing, and the reason why I'm about to start a blog for the college where I'm working.

For a long time, I have been sort of fearing that it would be hard to produce content, because I might end up all alone writing for this blog. But, I've also learned from Marcus that questions people ask, and people do ask a lot of questions, is a great way to produce content. So, that's probably going to be my number one strategy to produce content.

And, interviewing both employees and students will also be a great way to get content.

Jens

MarcMaWords
MarcMaWords

@ginidietrich Curiosity is one of the most permanent and certain characteristics of a vigorous intellect. ;)

125_peter
125_peter

@lorirtaylor hi. thanks you by follow.i am learning. i do art.runner 21km and 42km. i amto study sports in the university. the best for all.

girlygrizzly
girlygrizzly

Gini!

I would, but I can't right now!! I feel like I'm missing out and I KNOW it is wonderful!! I actually have had the opportunity to attend another webinar Marcus did for / with HubSpot! I like your highlights, thank you. I have notes from the other and made some immediate changes, but not completely, now I see!!

(Isn't it funny-not, how much there is to learn and do?! Sometimes I feel like I could really get it wrapped if I only had like, oh say 5, 6 more hours a day!!~preferably while the kiddos are asleep!)

Thank you for this, it will help a lot! ~Amber-Lee

katieatvistage
katieatvistage

@ginidietrich i kno what u mean... my summer reading list has included John Adams, Freedom, A Moveable Feast, Crazy Sexy Diet.. all good!

katieatvistage
katieatvistage

@ginidietrich It's summer! I couldn't be better :) How are you??? Finding any time to relax in the midst of your exciting site launch?

BobReed
BobReed

I just finished adapting Marcus's first lessons into a client proposal, (Marcus, it's that company we talked about that sells through dealers) and I came up with this descriptor: Sales Generation Content. That's my story and I'm sticking to it.

Warren Jason Street
Warren Jason Street

I like what you're saying about podcasts being part of the mix here. That's one aspect of my blogging that I really wish I had gotten on board with years ago.

MarianneWorley
MarianneWorley

@ginidietrich My very first guest post published at 8:15 Eastern (Danny Iny's blog), so I wanted to be ready to respond to comments. :-)

ginidietrich
ginidietrich

@jonbuscall LOL! Mr. D says, "Plus one" when we're out and about and he likes something. It makes me laugh

ginidietrich
ginidietrich

@MarcMaWords Totally agree! And, I have to tell you something. Every time I see your avatar, I say your Twitter handle out loud.

braveangel
braveangel

@ginidietrich What an amazing article. The information you shared is priceless and worth its weight in gold. Thank you for sharing!

Howie Goldfarb
Howie Goldfarb

Lub @Marcus_Sheridan he definitely has a lot to share and learn from.

Just my 3 cents since I have 3 points and they all are worth 1 penny...US currency so use them quick before they keep slipping in value.

First is I am just like you Gini. I rarely read business books because I am in an MBA class 24/7 called real life case studies unfolding before my eyes and I read so much as it is. I also view most widely read books and blogs as not a source of insight because while there may be good info if everyone has the same info it gives me no advantage. But you have to admit there are plenty of areas we can use help in. Inbound Marketing is generating some interest in me right now for my business.

Two points on the Four Points:

Competitors only bad mouth you when you are kicking their ass, when they know you are better, and when they are scared. All good things. And customers take bad mouthing as a sign they should steer away from your competitors. Because it shows especially in PR two things clients are scared of: 1] They will probably bad mouth your competitors and 2] if you cut ties they will bad mouth you!

Which leads to my third point: VS

Compare vs your competition the value proposition, strategy, view points. But do it without attacking, seeming catty, or bad mouthing. It sounds easy but it is hard to come across without sounding arrogant or resentful of them. I often think the list of attributes for comparison with the check marks showing what you get from each works well with maybe some little comments.

For example.

I mean I can hire Edelman for $2500 a month and get an account manager who works for me 9 to 5 or I can hire Arment Dietrich where I get @ginidietrich 's cell number and 24/7 access when I need help. All for the low price of $49.99 per month (tax not included).

ginidietrich
ginidietrich moderator

@girlygrizzly Even if you take one of these ideas, I think it'll really help. I've been testing it out and, so far, it works!

ginidietrich
ginidietrich moderator

@Warren Jason Street I love doing podcasts! It's funny how many people listen to them. Many more than you expect. And they're sooooo easy.

ginidietrich
ginidietrich moderator

@HowieG I agree with everything you say EXCEPT Edelman is more like $85,000 per month.

Howie Goldfarb
Howie Goldfarb

@ginidietrich I don't really look at them as a firm I would steer anyone too. I have seen to many hokey slide shares and their views on Social are a bit beyond reality. But hey who am I but just a humble Alien.

Trackbacks

  1. [...] This post was Twitted by lindsaybayuk [...]

  2. [...] This post was Twitted by shanebarnhill [...]

  3. [...] I posted the summary of Marcus Sheridan’s webinar about the types of content you can create to generate leads. And, because the blog post said “generate inbound leads” instead of “attract Web [...]

  4. [...] Four Content Ideas for Driving Inbound Leads –paths that get you thinking [...]

  5. [...] When you do something online, you will be found out. Especially in the Social Media realm where the goal is to get found. Social Media should make us better people and better businesses because we are now being held [...]

  6. [...] I posted the summary of Marcus Sheridan’s webinar about the types of content you can create to generate leads. And, because the blog post said “generate inbound leads” instead of “attract Web site [...]

  7. [...] more information on content, read Four Content Ideas for Driving Inbound Leads, which Gini Dietrich re-purposed from a webinar that we held in July. You can purchase the archive [...]

  8. [...] Four Content Ideas for Driving Inbound Leads –paths that get you thinking [...]

  9. [...] weeks ago, Marcus Sheridan hosted his second webinar for Spin Sucks Pro. It was a follow-up to his first webinar on creating content for pull PR and [...]

  10. [...] created a campaign that integrates direct, email, public relations, and print advertising around a series of webinars. The webinars are created to generate leads that they’ll then hand over to you for [...]

  11. [...] a slide up on the screen that had the following four content ideas (thanks to Marcus Sheridan for a couple of these ideas): Questions people ask, challenges/issues, versus, or [...]

  12. [...] Four Content Ideas for Driving Inbound Leads (spinsucks.com) [...]

  13. [...] When you do something online, you will be found out. Especially in the Social Media realm where the goal is to get found. Social Media should make us better people and better businesses because we are now being held [...]

  14. [...] When you do something online, you will be found out. Especially in the Social Media realm where the goal is to get found. Social Media should make us better people and better businesses because we are now being held [...]

  15. […] client, we use email marketing, pay-per-click advertising, the response campaign, and content marketing. We measure what every single person does when they come from one of those […]

  16. […] created a campaign that integrates direct, email, public relations, and print advertising around a series of webinars. The webinars are created to generate leads that they’ll then hand over to you for […]

  17. […] a slide up on the screen that had the following four content ideas (thanks to Marcus Sheridan for a couple of these ideas): Questions people ask, challenges/issues, versus, or […]