You turn your head around and you can encounter all the incessant talks of how content is important for lead generation and conversion. Owing to this, marketers across the world were busy writing all sorts of content; half of which were practically copied, meaningless and hyped. Everybody zested about innovative content but still many of them kept producing “blatantly promotional”, “overly technical”, non-substantive and gated content. Then the fact strikes – “most companies lack time for producing quality content.”
Innovative content – Create faster Customers
Content innovation is emphasized but also been feared upon and this fear rises from the fear of failure as well as fear of risk-taking. Most marketers have a very myopic knowledge about customers and prospects to anticipate their reactions accurately. Why take the risk when you can play safe right? However, imagine from a different viewpoint, how you can generate quality leads, let alone nurture them and convert them into customers when you cannot be bold enough to lead the change. To be successful, just get over the fear of innovation:
1. Avoid Self promotion
Brand positioning is an essential concept but its importance can be proved only when you segment your customers, identify their pain points and offer them the solution they are seeking. Only then, they start opening to you and reward you with what we call as engagement.
2. Manage gaps in content
It’s a matter of right time and right place, if leads are in preliminary stage a buy and get free trial would be a waste, rather an offer of downloading a whitepaper with interesting facts, stats, trends and research material can do some good.