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
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.
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 July 28 2017