LeadGen4 Given the way content can work to achieve your lead generation goals, it is important to have a content strategy before a social strategy. Part four of the LeadGen Quick Start Series , "The Role of Content in Driving Leads," has Content Marketing Institute ’s Executive Director Joe Pulizzi distinguishing between marketing and publishing. The main points?

You need to understand what publishing is. If you’re a marketer, think of yourself as a publisher. Your content does not need to be published in The New York Times or a major publication anymore in order to be accepted.

There is one thing that separates marketers from publishers -- how the money comes in . Marketers get money from content creation through selling more products and services. Publishers get more money through the sale of content or through sponsorship of that content (advertising).      


We can attract customers by creating valuable content on a consistent basis. Once the content is created, it needs to be marketed. Great content marketing is unique, useful. It's fun, well-executed, and it matches the media channel. You own (not rent) your channel.

Now, let's address some questions you might have...

Are there legal liabilities to be aware of?

You need an editorial policy, or guidelines and standards. People run into legal problems because they don’t set standards.

How do you attribute leads to a specific medium?

Depending on your budget, you can use free tools like Google Analytics . Or you can use a product like HubSpot .

What size company can afford to create content?

“A company can’t afford not to create content.”

Do what you have to. Decide whether to source from in-house resources or outsource. It can even be as simple as keeping a blog, which is something that doesn’t need to cost a lot to do. The resource part is what takes the most work.

Chances are, you're already creating content. Do you have a Facebook page? A Twitter account? There you go: you're already tapping into the most widely used source of content marketing. Article posting and physical events are the next tactics on the list. Even if you're printing newsletters or magazines rather than dominating the virtual realm, at least you're creating a significant amount of content.


We are all becoming the media. It's time to get your business involved! To access past and future lead generation quick-start series webinars, click below.

Originally published Jun 2, 2011 3:00:00 PM, updated October 20 2016


Lead Generation