This blogpost is extracted by Charing Kam from our new eBook, How To Use Digital Marketing To Grow Your Business.
While it’s a great place to start, blog content isn’t the only type of content you can be creating to be successful with digital marketing. You need to produce longer-form content items like ebooks, whitepapers, or research reports than can be used for lead generation.
Also consider creating non-text based content like how-to videos, webinars, templates and free tools. These content “offers” (as we call them at HubSpot) will feed your business conversions. An industry resource that takes some time and effort to put together will provide the type of value visitors are looking for. It might educate, enrich one’s knowledge, or simply entertain. In any case, it has the power to achieve an information exchange: the process in which a visitor fills out a lead capture form to access the resource.
The offers you produce shouldn’t be randomly selected. On the contrary, there is some precise strategy behind that decision: the insights gained from your marketing analytics. Reporting insights will direct you to the types of content which attract your target audience. For instance, if a whitepaper on heating systems brought you more leads and sales than a webinar on the same topic, you might want to focus on creating more text-based content.
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