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, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

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164 responses to “Four Content Ideas for Driving Inbound Leads”

  1. adamtoporek says:

    I participated in Marcus’ webinar and can attest that it was worth every penny. The content was so rich that it could take months to execute all of the concepts. For people who did not attend, the above post gives a good outline of some of the ideas Marcus shared, but the webinar delves into how to actually execute them.

    My only complaint with the webinar: not enough lion taming. That Marcus guy was running wild! 🙂

  2. adamtoporek says:

    I participated in Marcus’ webinar and can attest that it was worth every penny. The content was so rich that it could take months to execute all of the concepts. For people who did not attend, the above post gives a good outline of some of the ideas Marcus shared, but the webinar delves into how to actually execute them.

    My only complaint with the webinar: not enough lion taming. That Marcus guy was running wild! 🙂

  3. KenMueller says:

    Some great ideas, and stuff I often tell my clients to blog about. But there are a few new things there, so I might add them to my list. Thanks!

  4. @adamtoporek Thanks Adam, you’re a pretty cool cat yourself brother! 🙂

  5. @adamtoporek Thanks Adam, you’re a pretty cool cat yourself brother! 🙂

  6. @adamtoporek Thanks Adam, you’re a pretty cool cat yourself brother! 🙂

  7. danielnewmanUV says:

    Gini – great article. I find in the “New” economy value is being squeezed out and price is becoming the epicenter of business decision making.

    It used to be that people would pay more for exceptional service (rule) not that in itself is the exception.

    By discussing price/value early in the conversation a lot of time and heartache can be saved for all parties.

    Great article and thanks BTW for the link to my post. I have yet to figure out how to fully embrace the lies my competitors tell, but I will never stop working on it.

  8. Grinblo says:

    Great content drives qualified leads. Here are four ideas to do just that http://t.co/XMh2CTf RT @ginidietrich

  9. kmtirpitz says:

    @ginidietrich Got up at 2:29. Could only run a m, better tomorrow. How Ya doin today kid? Need an app for punctuation

  10. Al Smith says:

    Thanks Gini (and Marcus) This really got me thinking about some things and what to do. Especially, regarding cost and price. Keep on bringin it ! You both continue to share and help me grow. Thanks again.

    Al

  11. Thanks Marcus and ginidietrich for sharing his insights with the community. As I said before Marcus needs to franchise his magic and have inbound marketers in every major city teaching us how to create inbound leads thanks to The SalesLion method.

  12. NancyD68 says:

    This was good for me to see. If I have the cash, I am going to sign up for the webinar on the 11th. I probably should have signed up for this one. I felt like no one knew I blog B2B, so I did not feel like it was really for me. That is my fault. I need to be more vocal about my own qualifications. That is no one’s fault but mine.

    I actually blog for a B2B internet marketing company and I am always looking for ideas. The problem is that right now we really are so new we have very few clients. I have to be more serious in my comments, because no one knows what I do for a living or even what skills I bring. That is not a good thing. That must change. I must stop being a dunce and actually bring something of interest.

    Good luck with Spin Sucks Pro. I am sure it will be great.

  13. Great content ideas. I’ve never had problems convincing a company to listen to prospects and customers so we can create content that answers their questions. 2-4, those ones are a tougher sell. As a marketer, I know that’s the information customers want. But companies let fear take over and try to step around the issues. I think it’s better to be proactive and not wait around while your competitors create content about 2-4!

  14. TheB2BModel says:

    RT @ginidietrich Great content drives qualified leads. Here are four ideas to do just that http://t.co/E7CxcP3

  15. JFSean says:

    @TheSalesLion @ginidietrich Go ahead and be biased. Great content is great content. Nice summary Gini. Sending to friends.

  16. JFSean says:

    @TheSalesLion @ginidietrich Go ahead and be biased. Great content is great content. Nice summary Gini. Sending to friends.

  17. ginidietrich says:

    @NancyD68 I blog for a B2B internet marketing company, too! 🙂 The beta of Spin Sucks Pro will begin to roll out next month so you can pay $50 (early adopter rate) a month and get all of these webinars (and more) for one price. I just don’t have a way to make it work that way right now. But they tell me August 26 is the delivery date. Which has already been changed from the 12th so we’ll see.

  18. ginidietrich says:

    @marianne.worley When he said the price one, I went, “Whoa! Really?” But he’s right. Every, single prospect wants to know it. And, the more I think about it, the more I realize it’d save us a lot of time in writing proposals if prospects knew what we cost upfront.

  19. ginidietrich says:

    @John Falchetto You know, that really is a great idea. thesaleslion I hope you’re listening!

  20. ginidietrich says:

    @Al Smith Yeah…the price/cost one got me too. You’ll see it’s still nowhere on the Arment Dietrich site, but I’m going to get it up there soon.

  21. ginidietrich says:

    @KenMueller You can only add them to your list for clients if you admit you adore me. Publicly.

  22. ginidietrich says:

    @adamtoporek HAHAHAH! I wish I’d been able to moderate it but I had a previous engagement. Of course, I’m not sure I could have tamed him. We’re probably worse together.

  23. ginidietrich says:

    @danielnewmanUV Competitors will always tell lies about you. It sucks. Life sucks. But the more honest you are and upfront with what you’re doing, the easier it is for prospects to see the truth. The good guy always wins in the end.

  24. KenMueller says:

    @ginidietrich ok. “publicly, i adore you. privately…eh”

  25. MarcMaWords says:

    @ginidietrich I thought #3 was spot. It can’t be stressed enough when it comes to helping companies keep up their image.

  26. @ginidietrich@marianne.worley I’d like to do an entire article on this subject Gini…here…if you’ll have me. It’s too important to overlook, and it’s such an incredibly integral part of the trust/sales process. My only fear is that when people read today’s article, they only see the reason why they ‘can’t’ discuss price, versus the mountain of reasons why they should.

  27. @ginidietrich@John Falchettothesaleslion I’m listening, I’m just too dumb to figure out how to do stuff like that 😉

  28. KenMueller says:

    @Marcus_Sheridan@ginidietrich@John Falchettothesaleslion well, there are those of us already doing this. we just need VC from Marcus…

  29. @ginidietrich Speaking of worse together, I do very much want to do a dual gig sometime Gini. It would be AWESOMENESS!!

  30. glenn_ferrell says:

    Pt 2, Cost is a great blog topic. I suspect that the lack of definition of “the ballpark” for my / your / our services (or even the ballpark for pricing in the industry) is one of the primary barriers to getting prospective clients to pick up the phone.

    Writing a post on this gives you perhaps the best opportunity to discuss the range of costs and what affects them in a way that gives these prospective clients some degree of budgeting confidence, but without forcing you to throwing estimates out against a wall of vague requirements.

    There are some great industry resources out there to take advantage of (Hubspot’s survey on website costs comes to mind.) Now I’m all fired up… I’ll have to get my blog going 🙂

  31. glenn_ferrell says:

    @Marcus_Sheridan@ginidietrich@marianne.worley I’ll read it 🙂

  32. glenn_ferrell says:

    @Marcus_Sheridan@ginidietrich@marianne.worley I’ll read it 🙂

  33. jonbuscall says:

    @soulati BTW 300 people downloaded my interview with you in JULY!!!!

  34. EricaAllison says:

    All I can say is “dang, I hate I missed this one!”. @adamtoporek told me it was awesome and this blog post with your key points included only amplifies that! Dangit!

    Great tips and some that tie in nicely to what I was just talking with Adam about: more clearly defining what I do vs. what someone else does and in effect, qualifying my leads based on the content I put out there! Brilliant.

    Thanks, @Marcus_Sheridan and @ginidietrich for sharing this!

  35. […] This post was Twitted by lindsaybayuk […]

  36. EricaAllison says:

    @adamtoporek@Marcus_Sheridan@ginidietrich Doh! Just read the fine print: I can download it!!! Yay!

  37. EricaAllison says:

    @adamtoporek@Marcus_Sheridan@ginidietrich Doh! Just read the fine print: I can download it!!! Yay!

  38. @Marcus_Sheridan@ginidietrich Love that idea Marcus. I’m currently working on an Adwords/landing page campaign for a client. We’re focusing on price, even though he’s never discussed prices in his marketing before. When I asked him, “What is the number 1 question your potential customers ask?” his immediate response was, “How much does it cost?” I’d doesn’t make sense to ignore or try to avoid what is most important to the customer.

  39. JosephManna says:

    I like all the points but the last one. “Versus” has an innate “selfishness” to it. This doesn’t *always* help the prospective buyer, existing customer or the market. However, in moderation, it’s totally right.

    I’ve seen SO MANY affiliate-driven “Product A Review” or “Product A Alternative”…. and it’s just tacky and not useful. This lowers the trust people have and introduces or compounds market confusion.

    The other three points are SOLID. Address the questions on the mind of the prospect and hit their needs through the buying process. Slowly, casually and candidly. 🙂

  40. JosephManna says:

    I like all the points but the last one. “Versus” has an innate “selfishness” to it. This doesn’t *always* help the prospective buyer, existing customer or the market. However, in moderation, it’s totally right.

    I’ve seen SO MANY affiliate-driven “Product A Review” or “Product A Alternative”…. and it’s just tacky and not useful. This lowers the trust people have and introduces or compounds market confusion.

    The other three points are SOLID. Address the questions on the mind of the prospect and hit their needs through the buying process. Slowly, casually and candidly. 🙂

  41. MrSAYS says:

    Hello everyone. Dropping by from Twiiter and Livefyre. This topic is what I have been searching for. Thanks Gini for the info. Hopefully it works for me.

  42. ginidietrich says:

    @EricaAllison You dork. LOL!

  43. cassiepean says:

    @courtney_toomey thanks for the RT. Hope you’re having a good day 🙂

  44. Leon says:

    G’Day Gini,

    For a bloke who makes a living from digging holes and filling ’em up with water, that Marcus Sheridan is, to quote him exactly, “one cool dude.” Back in the early 1940s, Dizzie Gillespie was described as “a cool cat.’ Perhaps you should buy Marcus a trumpet!

    Thanks for posting MS’s words of wisdom. Even this curmudgeon agrees with youse. In closing may I use, in the spirit oh the ‘hep’ talk and the music, the title of a Fletcher Henderson classic; “Yeah Man.”

    Geez those Aussies are wierd…..

    Regards

    Leon

  45. TheJackB says:

    Marcus is dead on regarding problems. Take those comments and turn them to your advantage. You don’t need to badmouth the person(s)/company(ies) who are doing it.

    It is part of building trust between you and your prospect. That is the sort of thing that will help you close a deal- even when you charge more or offer the same services as your competition.

  46. courtney_toomey says:

    @cassiepean Great stuff! You too 🙂

  47. HowieSPM says:

    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).

  48. ginidietrich says:

    @Marcus_Sheridan Oh people will get a taste of the two of us together on the 25th. Then we’ll give them the real deal after that.

  49. ginidietrich says:

    @KenMueller Nice loophole you found. Jerk.

  50. ginidietrich says:

    @Marcus_Sheridan As luck would have it, I have a background in franchising. I can introduce you to thefranchiseking and I’ll bet he can help you.

  51. ginidietrich says:

    @glenn_ferrell Based on how your guest post did yesterday I think getting your blog going is a VERY good idea!

  52. ginidietrich says:

    @JosephManna I’m going to try it like I outlined – boutique vs. global agency – because I worked in a global firm for 10 years and I’ve owned a boutique for six. So I really can talk about the pros and cons to both. And I’ll be honest about it. There certainly are some pros to hiring a global firm. I’ll let you know how it works out.

  53. ginidietrich says:

    @JosephManna I’m going to try it like I outlined – boutique vs. global agency – because I worked in a global firm for 10 years and I’ve owned a boutique for six. So I really can talk about the pros and cons to both. And I’ll be honest about it. There certainly are some pros to hiring a global firm. I’ll let you know how it works out.

  54. ginidietrich says:

    @JosephManna I’m going to try it like I outlined – boutique vs. global agency – because I worked in a global firm for 10 years and I’ve owned a boutique for six. So I really can talk about the pros and cons to both. And I’ll be honest about it. There certainly are some pros to hiring a global firm. I’ll let you know how it works out.

  55. ginidietrich says:

    @MrSAYS I think it’ll work – I’ve been testing it and, so far, six new leads…in less than a week.

  56. KenMueller says:

    @ginidietrich oh, you know that i adore you both publicly and privately. I just don’t want everyone else to get jealous!

  57. ginidietrich says:

    @Leon Your first paragraph, literally, made me LOL! But I’m kind of disappointed in you. You didn’t sign your normal way.

  58. ginidietrich says:

    @TheJackB I totally agree with you!

  59. ginidietrich says:

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

  60. braveangel says:

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

  61. BobReed says:

    @ginidietrich@EricaAllison You beat me to it, Gini. But since I don’t know Erica personally, I would have just said, “Do it now!”

  62. ginidietrich says:

    @BobReed@EricaAllison That’s nice of you, Bob. So I’ll call her a dork a second time for you, too.

  63. ginidietrich says:

    @BobReed@EricaAllison That’s nice of you, Bob. So I’ll call her a dork a second time for you, too.

  64. ginidietrich says:

    @MarianneWorley Comment AND RT this morning. Thank you!

  65. ginidietrich says:

    @MarianneWorley Comment AND RT this morning. Thank you!

  66. ginidietrich says:

    @MarianneWorley Comment AND RT this morning. Thank you!

  67. ginidietrich says:

    @JFSean Thanks! I thought it was a really, really good webinar.

  68. ginidietrich says:

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

  69. ginidietrich says:

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

  70. MarianneWorley says:

    @ginidietrich I got up super early today so had a head start on my blog reading!

  71. ginidietrich says:

    @John_Trader1 Now I’m panicking – must. provide. great. content.

  72. ginidietrich says:

    @katieatvistage katie! hi!

  73. ginidietrich says:

    @braveangel You’re very welcome!

  74. ginidietrich says:

    @braveangel You’re very welcome!

  75. ginidietrich says:

    @MarianneWorley I’m impressed! Sometimes that’s the only way it gets done

  76. MarianneWorley says:

    @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. 🙂

  77. MarianneWorley says:

    @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. 🙂

  78. MarianneWorley says:

    @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. 🙂

  79. John_Trader1 says:

    @ginidietrich Prediction: @spinsucks will not only continue w/great content, @SpinSucksPro will replace sliced bread as the “it” thing.

  80. JosephManna says:

    @ginidietrich I think comparing segments of an industry/marketplace is excellent. The spirit of my criticism of that ‘versus tactic’ refers to the “my product is the best” kind of blog posts.

    I’ve not been at an agency, but I’ve heard stories. Would be great to read about that topic. 🙂

  81. adamtoporek says:

    @ginidietrich@John Falchettothesaleslion I agree with Jon’s sentiment but as far as the execution would have to say there are probably better ways to scale that type of model than franchising. I love franchising (obviously), but it’s not a good fit for every concept. My 2 cents to add to Howie’s 3 cents.

  82. adamtoporek says:

    @ginidietrich@John Falchettothesaleslion I agree with Jon’s sentiment but as far as the execution would have to say there are probably better ways to scale that type of model than franchising. I love franchising (obviously), but it’s not a good fit for every concept. My 2 cents to add to Howie’s 3 cents.

  83. BobReed says:

    @ginidietrich@EricaAllison LOL!!!

  84. katieatvistage says:

    @ginidietrich hi there! cool Spin Sucks Pro thing you got goin’ over there!

  85. EricaAllison says:

    Bob, you show true class, my friend. True class. @BobReed @ginidietrich

  86. EricaAllison says:

    Bob, you show true class, my friend. True class. @BobReed @ginidietrich

  87. EricaAllison says:

    Geez, tough crowd today. @ginidietrich @BobReed

  88. EricaAllison says:

    Geez, tough crowd today. @ginidietrich @BobReed

  89. ginidietrich says:

    @JosephManna I totally agree with you. I don’t think that was Marcus’s point at all. It was more in line with the types of things people will search. They won’t search “Gini’s Widget is Great.” They’ll search “Gini’s Widget vs. Joe’s Widget.” And, if you’re willing to be transparent, you could say the things that are great about Gini’s widget and the things that are great about Joe’s widget. Where it gets sticky is putting down Joe’s widget. I don’t like that…and neither will your prospects.

  90. ginidietrich says:

    @JosephManna I totally agree with you. I don’t think that was Marcus’s point at all. It was more in line with the types of things people will search. They won’t search “Gini’s Widget is Great.” They’ll search “Gini’s Widget vs. Joe’s Widget.” And, if you’re willing to be transparent, you could say the things that are great about Gini’s widget and the things that are great about Joe’s widget. Where it gets sticky is putting down Joe’s widget. I don’t like that…and neither will your prospects.

  91. ginidietrich says:

    @MarianneWorley Oh! I’ll go check it out!

  92. ginidietrich says:

    @MarianneWorley Oh! I’ll go check it out!

  93. 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.

  94. HowieSPM says:

    @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.

  95. HowieSPM says:

    @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.

  96. HowieSPM says:

    @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.

  97. HowieSPM says:

    @ginidietrich@Leon I see it now. The Spin Sucks big band with @Marcus_Sheridan on Trumpet jennwhinnem on Vuvuzela and @ginidietrich playing the electric triangle.

    And if you wonder about the electric triangle that is how Gini calls lisagerber into her office.

  98. BobReed says:

    @EricaAllison@ginidietrich Thank you, Erica. For that you get another “like” on your Facebook page.

  99. BobReed says:

    @ginidietrich@marianne.worley I’ve got mine mapped out.

  100. @Leon Kind words Leon. You always make me smile brother. 🙂

  101. @JosephManna I don’t think you’re quite seeing VS the right way Joseph. Every product has factual, not just opinionated, differences. For example, if you’re doing a Toyota Prius vs a Honda there are going to be differences in warranty, components, etc. These are the things that need to be written about. You see, somebody in this world is typing into Google ‘Your product’ vs ‘Their product’. My point is, why not address that keyword phrase? Why not be willing to answer the question? Does it mean you rip the competition? No, of course not. You compare facts. And because you do, Google rewards you with a big, fat first page ranking and then all of the sudden you’re getting visits…and leads…and sales. I’ve used VS keyword phrases with tons of stuff, and it has made me many, many sales. Now I teach this strategy to other businesses, and they get the same results, when done properly.

  102. @marianne.worley@ginidietrich That’s exactly it Marianne. It’s everyone’s #1 question yet most biz owners are scared to death to talk about it. Do you know what that tells me? They’re embarrassed of their pricing. Me, I love my pricing. I love to talk about it. And because inbound marketing gets me tons of leads, pricing allows me to 1)dominate search results for that phrase 2)filter unqualified clients 3)earn huge trust because I’m the guy willing to answer the essential question.

    I’ve always mentioned the word ‘pricing’ in my adwords campaigns before, and the benefits have been huge.

  103. BobReed says:

    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.

  104. EricaAllison says:

    Suh-weeet! @BobReed @ginidietrich

  105. EricaAllison says:

    Wow, I returned to Spin Sucks at least 3 times today! Other than my guest post here, that MUST be a record! @BobReed @ginidietrich

  106. ginidietrich says:

    @John_Trader1 I LOVE that prediction!!

  107. ginidietrich says:

    @katieatvistage Thanks! Hopefully it’ll be fully functional in about a month. How are you??

  108. ginidietrich says:

    @katieatvistage Thanks! Hopefully it’ll be fully functional in about a month. How are you??

  109. ginidietrich says:

    @bryanwillmert I’m hungry

  110. […] This post was Twitted by shanebarnhill […]

  111. katieatvistage says:

    @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?

  112. ginidietrich says:

    @shanebarnhill Thank you!

  113. ginidietrich says:

    @katieatvistage Oh yeah – I’m reading The Hunger Games series right now so I’m practically running home to read!

  114. ginidietrich says:

    @BobReed I like it!

  115. ginidietrich says:

    @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.

  116. katieatvistage says:

    @ginidietrich interesting….you watch/read game of thrones?

  117. katieatvistage says:

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

  118. bryanwillmert says:

    @ginidietrich oh no @petethetapeworm got ahold of ginis twitter

  119. Lisa Gerber says:

    @HowieSPM@ginidietrich@Leon@Marcus_Sheridanjennwhinnemlisagerber for the record, Gini calls me into the office by yelling, “cupcakes!”

  120. ginidietrich says:

    @HeidiEKMassey You’re welcome, Heidi! It was super helpful for me!

  121. ginidietrich says:

    @katieatvistage No, but Mr. D did and LOVED the books

  122. ginidietrich says:

    @bryanwillmert PETE!

  123. bryanwillmert says:

    @ginidietrich he is sneeky

  124. bryanwillmert says:

    @ginidietrich he is sneeky

  125. girlygrizzly says:

    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

  126. jennwhinnem says:

    @skypulsemedia such an instigator Howie!!

  127. jennwhinnem says:

    @skypulsemedia such an instigator Howie!!

  128. jennwhinnem says:

    @skypulsemedia such an instigator Howie!!

  129. jennwhinnem says:

    @HowieSPM@ginidietrich@Leon@Marcus_Sheridanlisagerber I’m there.

  130. jennwhinnem says:

    @HowieSPM@ginidietrich@Leon@Marcus_Sheridanlisagerber I’m there.

  131. JasonPeck says:

    @TedRubin thanks for sharing that article on content ideas for inbound leads. cc @ginidietrich Great stuff!

  132. HowieSPM says:

    @Marcus_Sheridan@Leon Marcus isn’t amazing that the most self deprecating crumudgeon in the group always has a way of making us smile.

  133. MarcMaWords says:

    @ginidietrich LOL! I’m glad I chose that one over the vulgar one I had in mind 🙂

  134. ginidietrich says:

    @SEOcopy Morning!

  135. ginidietrich says:

    @MarcMaWords Well now I’m curious!

  136. SEOcopy says:

    @ginidietrich morning, getting back into groove of work/home/swamps/humidity – You’re getting some gr8 guest writers cc @glenn_ferrell 😉

  137. ginidietrich says:

    @SEOcopy Yes! I am a big fan of @glenn_ferrell!

  138. ginidietrich says:

    @SEOcopy Yes! I am a big fan of @glenn_ferrell!

  139. glenn_ferrell says:

    @ginidietrich @SEOcopy You guys are SO nice 🙂 But I’m glad I’m here today and not in Biloxi — what is the humidity down there ? High 90s.

  140. glenn_ferrell says:

    @ginidietrich @SEOcopy You guys are SO nice 🙂 But I’m glad I’m here today and not in Biloxi — what is the humidity down there ? High 90s.

  141. ginidietrich says:

    @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!

  142. 125_peter says:

    @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.

  143. MarcMaWords says:

    @ginidietrich 🙂 There’s a quote that comes to mind, I believe it was Samuel Johnson

  144. MarcMaWords says:

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

  145. FabNouveau says:

    @Kelly_Sheridan hey, Kellie, I’m following from the FF Hop: http://t.co/N3jAifG

  146. FabNouveau says:

    @Kelly_Sheridan hey, Kellie, I’m following from the FF Hop: http://t.co/N3jAifG

  147. ginidietrich says:

    @MarcMaWords Love that!

  148. MarcMaWords says:

    @ginidietrich Have a great weekend!

  149. jens says:

    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

  150. […] 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 […]

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

  152. […] 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 […]

  153. […] 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 […]

  154. […] 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 […]

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

  156. […] 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 […]

  157. […] 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 […]

  158. […] 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 […]

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

  160. […] 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 […]

  161. […] 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 […]

  162. […] 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 […]

  163. […] 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 […]

  164. […] 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 […]

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