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Content Strategies as Campaign Starting Points

When planning a lead generation campaign, try to conceive a content strategy before you launch your program, and use it as an outline for your entire campaign. In determining a content strategy, you need to ask the following:

1. Where do you plan to use your content?
2. What kind of content do you want to use in your campaign?
3. How do you plan on delivering your content?
4. Who is your audience?
5. How long do you need to provide content?
6. Do you have primary verses secondary content to provide via lead nurturing or follow-up?
7. Do you plan on offering content that leads will respond to differently as they travel though the buying process?
8. What kind of story are you trying to tell via your content offerings?

If you look at content as a means of not only generating a lead, but also as a true research tool for the user, you allow the users' needs to enter your campaign planning. By paying attention to your prospects' experiences with your content, instead of focusing solely on your offers, you acknowledge the role of the consumer in your business, and are inherently more focused on what you can do for your leads rather than on what your leads can do for you.

-BH

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