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Don't Forget the Content

A well-developed content strategy is a key to running a successful lead generation campaign. Your lead campaign might reach hundreds of thousands of qualified leads, include appropriately timed and targeted lead nurturing messages, and drive traffic to well-designed landing zones or microsites that offer useful research tools; if your content doesn't compel your users to click however, your potential leads will never convert into qualified buyers.

In a complex sales cycle where potential buyers often spend months researching their technology needs, your content has to reach prospects at the right time, in the right format and with the right message.

In RainToday's compilation of B2B marketing articles, "The One Piece of Advice You Can't Generate Leads Without," B2B Marketing Strategist Ardath Albee of Marketing Interactions discusses content strategy in "Tales to Keep Them Talking." Albee stresses the need to establish the "Essence" of your company - the core idea that your company is founded upon - and build your content around that core essence. You can read Albee's article here, all RainToday asks is that you provide a valid e-mail address.

-BH

Comments

Hi Barry,

Thanks for the referral to my article! And the endorsement that content strategy is crucial to drive conversions. Without appropriate engagement to generate extraordinary relationships, a marketing campaign and nurturing won't have a good shot at generating sales-ready leads. It's all about the value exchange.

Keep up the writing. I'm enjoying your blog.

Ardath

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